Your homepage either joins the conversation the customer has been having in their head, or it interrupts it.

Most interrupt.

And that's because most homepages are written backward. They open by the business changing the subject and talking all about itself. Not a great idea, since visitors show up hoping to be understood. In this episode, Alan tells the story of Nichole, a cleaning-service owner who noticed that every new client meeting began with the client apologizing in their door, "sorry, it's not usually this bad." That was the exact clue Nichole needed to realize that what she actually sells isn't a clean house; it's relief for someone who feels overwhelmed by their busy life.

Using the Welcome Letter Structure of Opening Line, Bridge, and Invitation turns the "customers' words" you've been collecting into the three sentences that should be at the top of your homepage. These are the sentences that tell the right person, "this is for me."

This week's Small Action: Rewrite the top of your homepage as a welcome letter using the three-part Welcome Letter Structure, with an Opening Line that names your customer's situation in their own words, a Bridge that connects their world to why you do this, and an Invitation that offers one clear, low-stakes next step. Three sentences before adding details about what your business does. An upgraded hero section that joins the conversation is the action for this week. It's another piece of your Fan Plan — the plan every FanMaker builds, one small step at a time.

Resources mentioned:

- The Raving Fans Scorecard (free — 6 questions, about 2 minutes): https://attractravingfans.com/scorecard/

Next week: Designing Your First Turning Point. We turn from your message to your service — the first moment inside the work that turns a satisfied customer into a raving fan.

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