Description: Communicate the primary value in a clear, concise headline above the fold. Don't rely on promotional banners. Merit's 'The 5-Minute Morning' is a best-in-class example.
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Description: Quantifiable claims build credibility and manage expectations. Hero's '6-8 hours' is extremely powerful.
Brands:
Description: Guide users by helping them identify their problem and showing them the solution. The Ordinary's 'Common Concerns' navigation is a great tool for this.
Brands:
Description: Immediately display badges (#1 brand), press mentions (Vogue, Allure), or key certifications (Climate Neutral) to build trust.
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Description: Brands that explain their philosophy or mission (Rare Beauty, Then I Met You) build a stronger, more emotional connection than those that just list products.
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