Website copy

Write a landing-page hero that gives a new visitor a clear reason to stay. The headline should communicate the main value in a glance. The subheadline should explain what the product does and for whom, without requiring the visitor to infer the mechanism from a slogan.

Headline

Label the field Headline:. Aim for about ten words or fewer. Choose one primary benefit or task from the brief and state it in concrete language. For an inspection product, a headline about reviewing equipment photos or making inspection reports more consistent gives the reader more information than "Reimagine what's possible."

Lead with the reader's outcome when the wording is supported. Keep the promise at the brief's level of certainty: "Review equipment photos with more clarity" is safer than "Never miss another equipment failure." Avoid a string of abstract nouns such as "intelligence, innovation, transformation." Do not force the product name into the headline if that crowds out the value; the subheadline can name it.

Subheadline

Label the field Subheadline:. Use one or two sentences to answer three questions: What does the product do? Who uses it? Why does that capability matter? State the concrete input and action before the benefit. For InspectAI, the essential mechanism is analyzing equipment photographs to identify visible signs of wear and damage. The audience is operations, engineering, and maintenance teams when the brief names them.

The subheadline should add information rather than restating the headline. If the headline emphasizes faster review, the subheadline can explain that photo analysis helps teams spot visible wear and create more consistent reports. Keep the sentence easy to scan. Do not pack every benefit, use case, and audience segment into a single line.

Boundaries and final check

For the website asset, return the requested hero fields unless the brief asks for more website sections or a button. Do not add an invented CTA URL, pricing, feature grid, customer proof, or testimonial. If a CTA is requested without a destination, provide button text without fabricating a link.

Use only claims present in the brief. An image analysis tool that identifies visible signs of wear should not be described as predicting breakdowns, replacing inspections, diagnosing all damage, or guaranteeing safety. Read the headline alone, then the two fields together. The headline should be understandable on its own, and the subheadline should make the product and its value more specific.