Writing the homepage headline took longer than building most of the pages.

First drafts listed what the templates have, pages, components, structure. Accurate, but it's the kind of thing every template shop says. It doesn't tell anyone why to pick this one over the others.

What actually matters to someone buying a template isn't the feature list, it's the outcome: a site that looks like real design work went into it, without hiring anyone. So the headline became "Templates that look like you hired an agency."

One sentence, and it does more selling than the three paragraphs it replaced.

Writing the homepage headline took longer than building most of the pages.

First drafts listed what the templates have, pages, components, structure. Accurate, but it's the kind of thing every template shop says. It doesn't tell anyone why to pick this one over the others.

What actually matters to someone buying a template isn't the feature list, it's the outcome: a site that looks like real design work went into it, without hiring anyone. So the headline became "Templates that look like you hired an agency."

One sentence, and it does more selling than the three paragraphs it replaced.