Before, after and what it let them do next. The tier they bought is on each one.
The homepage said "real-time visibility for modern logistics". Every demo started by explaining what that meant.
One group of buyers, named: ops leads at 20 to 60 person hauliers, and the problem they wanted fixed. The first line on the site became the sentence they already say out loud.
"Your drivers already know where the delays are. Nobody is writing it down."
Stopped taking calls with enterprise buyers who were never going to sign.
Three founders, three different explanations of what the product did, depending on who was in the room.
One value proposition and one set of messaging per group of buyers, with the homepage and outreach copy already drafted, and the channels to use them in.
"Brokers lose a day a week to compliance paperwork they cannot bill for. We take the day back."
Rewrote the site in a weekend instead of booking an agency for six weeks.
A £15,000-a-month consultant had left behind a strategy deck nobody in the company could act on.
A named strategist rewrote the whole thing into buyer groups, the problem behind each one, messaging and a 90-day plan with a first week in it.
Briefed their first marketing hire on day one instead of month three.