Three things: what the product does, who it's for, and the outcome it enables. One proof element should be visible above the fold — a logo bar, quantified result, or a credible customer quote — so the claim feels believable rather than aspirational.
Most B2B SaaS homepages fail here because they lead with feature language or vague superlatives instead of clarity. Getting homepage messaging right requires aligning your hero section with the exact problem your ICP is trying to solve. It's not about being clever — it's about being immediately understood. Building credibility through social proof above the fold is especially critical for startups and scale-ups where brand recognition hasn't caught up with product quality. Even a simple row of client logos can dramatically reduce bounce rates when paired with a clear value proposition.
