Headline Focused on Why Your Business Exists

Use the subheading to further set up the page — which should contextualize the reason your company exists and your point of view within an industry or market.

[Option A]
Headline for Your Brand Story

Subheading that alludes to the empathy you share with your customers. The video below is an opportunity to provide a more interactive, visual explanation of empathy and authority.


Depending on the content within the video or image above, you can utilize this text to elaborate on major points discussed or bridge the gap between your empathy and authority narrative to directing the user to take action.

[Option B]
Headline Title for Your Brand Story

Subheading that alludes to your company narrative and why it’s valuable for the user.

Empathy Headline

Subtext to introduce the empathy narrative.

As an alternative option to a video, this format can be used to introduce the experiences you’ve had as a company that allow you to empathize the problem your customer faces.

Authority Headline

Subtext to introduce authority narrative.

As a follow-up to the empathy narrative, use this section to build credibility by referencing the actions you took to overcome the problem as it relates to your business offering.

[Optional]
Agreement Plan Headline

Subheading about the promises you will make to your customers to overcome their objections.

promise title

Your agreement plan is the group of promises you make to your customers to overcome their reservations about working with you.

promise title

A common example of this is “Free Shipping. Free Returns. No Questions Asked.” These statements help the user to feel safe about taking action because risk is reduced.

promise title

Think about the three objections you get the most. Use the agreement plan to proactively and positively address those objections.

Company Values Headline

Subheading that introduces your company values.

value Title

Explain what your company value is, what it means, and why it matters.

value Title

Explain what your company value is, what it means, and why it matters.

value Title

Explain what your company value is, what it means, and why it matters.

Call to Action

The ‘About’ page is usually the final navigation point for a user before they’re ready to take action. At this point, call the user to take direct action.