May 14 • Business Fundamentals
The dreaded HOME PAGE
Credentials Don't Build Trust. Relevance Does.
Teaching Examples from Generic Business Coach Homepage
THE CORE PROBLEM: Most home pages are about the coach's impressive journey and 0% about the buyer's specific problem.
When trust is 50% of the purchasing decision (which is IS right now), sophisticated buyers don't care about your credentials until they know if you can solve their problem.
SPECIFICITY BUILDS TRUST - BUT IT HAS TO BE RELEVANT SPECIFICITY.
Being specific about YOUR journey ≠ Being specific about THEIR situation.
Example 1: The Rags-to-Riches Origin Story
BEFORE (Trust-Damaging) "I started from humble beginnings and worked my way up to executive leadership at a major corporation"
AFTER (Trust-Building) "You're doing $3M in revenue and stuck. You've hired a team but you're still the bottleneck on every major decision. The business has you, not the other way around."
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The dreaded HOME PAGE
