How to create a more effective homepage

At least once a day, I see a startup’s website and think, “I have no idea what this company does.” If I am able to get a sense of what the company is building, many times I have no idea who they are building for or why someone would choose this product.

Many (most?) websites, especially for early and growth-stage companies are ineffective. They don't tell visitors who the product is for, what the product does, and why the product is better. When your homepage content and copy miss the mark, your conversion rate suffers, and all of your top of funnel efforts are wasteful.