Marketing & GrowthFree
Homepage Value Proposition and Page Copy
Your page rewritten around a claim your competitors cannot repeat, with every line mapped to the proof that holds it up.
River reads your page beside the pages you are compared against, and marks every sentence that more than one of you is already using. Then it rewrites yours around the claim the others cannot make, and builds the map underneath: each line, what it asserts, the document or figure that supports it, and the person who holds that. Two artifacts. The copy your developer can paste, and the sheet that survives the meeting where somebody asks where the number came from.
Search this and you get formulas. For a customer with a problem, our product is the category that delivers the benefit. They are all sound, and they are the reason five homepages in one category read as one homepage. A slot filled from the vocabulary everybody shares produces the sentence everybody has: modern, platform, streamline, all-in-one. The formula did its job and the page still says nothing a reader could not guess from the logo.
Written for product marketers rewriting a page that has not changed in two years, founders whose homepage still describes the first version of the product, and growth teams whose best test idea is the headline. Bring the proof from a customer story from an interview and the language from the messaging from customer language pack, and the rewrite has something to stand on. It runs in the marketing workspace, where the next page starts from this one.
Which lines need proof, and when you need to have it
The line between a sentence that needs evidence and one that does not is drawn by whether it is objective. The FTC's guidance names the categories that count as material to a buying decision: performance, features, safety, price and effectiveness. It also states the timing plainly, that the law requires advertisers to have proof before the ad runs. Not when a competitor complains. Before the page goes live, which is the only version of the rule a copy deck can be built around.
The standard scales with how confident the sentence sounds. The Commission's substantiation policy holds that where a claim expressly references support, in a phrase like tests prove, the firm is expected to have at least the advertised level of substantiation. A page asserting clinical results owes a clinical study. Absent that, consumers are assumed to expect a reasonable basis. So a homepage that says proven raises its own bar, and the cheapest fix is almost always to write the number instead of the adjective.
Naming the competitor is the move most pages avoid and the one regulation actively favours. The Commission's comparative advertising policy states that it encourages the naming of, or reference to, competitors where the bases of comparison are clearly identified, calling truthful comparison an important source of information for buyers. A page that will not say who it is better than, and on what, is the page that ends up saying modern platform. The comparison is where the sameness breaks.
How it works
Paste the page
Your current copy, and the competitors you are put beside when a deal gets serious.
River finds the sameness
Every sentence more than one of you is running, counted and shown together.
Read the proof map
Each line with its evidence, its holder, and the ones with nothing behind them.
Ship the rewrite
Paste the sections, chase the two proof gaps, and diary the competitor recheck.
What you get
- Your page and the competitor set read together, with every shared sentence marked
- One claim rewritten as the thing only you can say, in words a buyer uses
- A row for every line: what it asserts, its proof, and who holds that proof
- Objective claims separated from opinion, so substantiation effort lands where it counts
- Superlatives and unbacked numbers named, with the version that survives written beside them
- Section by section copy your developer can paste, with the reasoning kept alongside
Common questions
Do I have to supply the competitor pages myself?
Name them and River reads what they publish. Paste the copy if you would rather, or hand over the addresses. What matters is that the set is the one you actually meet in deals, including the spreadsheet or the incumbent process, because those beat more software than any named vendor does.
What if we genuinely have no numbers yet?
Then the page is built on specific capability rather than vague performance, which reads better anyway. A sentence describing exactly what the product does when something goes wrong beats a percentage nobody believes. The map records the gaps and names the two measurements worth starting to collect this quarter.
Is naming a competitor on our page risky?
It is the most effective thing on most pages and the least used. The requirement is that the basis of the comparison is clear and the statement is true, which is exactly what the map enforces by recording the source and the date behind every comparative line and diarising the recheck.
Will it rewrite our whole site?
One page at a time, properly. The homepage and the pricing page are where the sameness costs most, so start with whichever one carries the traffic. What a rewrite cannot fix on a pricing page, a pricing page review can. The claim-to-proof map from the first page carries over, which makes each page after it considerably quicker to do.
How is this different from a value proposition template?
A formula gives you a shape to fill. This reads what happened after five companies in one category filled the same shape. It counts the vocabulary you now share with them, then writes the line that cannot be dropped into anyone else's template, because only your product does the thing that line describes. The wider story the page sits inside gets sourced separately, in the narrative brief.
How often does the map need looking at?
Every comparative claim carries the date its source was captured, and competitor pricing pages change without notice. Quarterly clears it. Performance figures need whatever cadence the underlying data has, which the map records per row so nobody has to remember which number came from where.
Homepage Value Proposition and Page Copy
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