The grunt test as popularised by Donald Miller of StoryBrand is the test if your customer opens your website can they tell within 5 seconds do they know what you sell
The same could be said if they drive past a billboard or see it on the side of a bus or van?
If they can’t tell you need to simplify until they can
Even run to some real world tests with prospective customers and ask them from a cold open to tell you
If they can’t do it – go back and simplify your messaging
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