I have 10 things I could say about my product and I don't know which one to lead with

Your product saves time. It saves money. It integrates with 50 tools. It has AI features. It's easy to use. It scales. You could lead with any of these. So your homepage lists all of them and none of them land.

Why listing everything kills conversion

When you present 10 value propositions, you're asking the visitor to rank them. That's work. Most visitors won't do that work. They'll scan, feel overwhelmed, and leave. One clear value proposition converts better than ten scattered ones.

The prioritization framework

Rank your messages on two axes: 1. How much does the customer care? (Not how much you care.) 2. How different is this from competitors? (If everyone says it, it's not a differentiator.)

High customer care + high differentiation = your lead message. High customer care + low differentiation = supporting proof. Low customer care = cut it.

A project management tool with 10 selling points

They could talk about: Gantt charts, time tracking, resource allocation, custom workflows, integrations, mobile app, reporting, templates, collaboration features, and AI summaries.

Customer interviews revealed one thing mattered most: "I need to see which projects are behind schedule without asking anyone." That's it. That's what kept managers up at night.

The lead message: "See which projects are falling behind, before your team tells you." Everything else became feature page content.

The "bar conversation" test

If you're at a bar with a potential customer and you have one sentence to make them lean in, which of your 10 messages would you use?

Not the technically accurate one. Not the comprehensive one. The one that makes them say "wait, how does that work?"

That sentence goes on your homepage. The other nine go deeper in the site.

servo helps you find that one sentence through conversation, not guesswork.