A homepage that earns
the scroll and the call

1 · Say it

What does your homepage need to do?

or start from

Then your hero has one job. Let’s see if it’s doing it.

Michael

Experience across brands including

2 · Check it

Is your homepage doing that?

yourstartup.com · waiting for your address

Type your address and I’ll print your page here and mark it up in pencil.

3 · Fix it

Every homepage tells a story. Put yours in order.

Top of the page to the bottom. Drag the cards, or tap one to place it. Tap a placed card to take it back.

Start with what a visitor should read first.

Your order, beside the book’s

Yours

The Founder’s Homepage

The promise
Proof
How it works
Who it’s for
Who’s behind it
Price
The ask

The book’s order follows the questions a visitor asks in turn: what is this, can I trust it, how does it work, is it for me, who’s behind it, what does it cost, and what do I do next. The highlighted lines are where yours differs. Bring both to the call and we’ll work out which fits your buyer.

Use AI if it helps, and use it well

If AI helps you draft, test or tidy your homepage, go ahead. It’s a good assistant. Think of planning a new shop: AI can suggest a layout, and you still decide where the counter goes, what sits in the window and how a customer is greeted. Your homepage carries your name and your company’s first impression, so it deserves the same judgment. Work the story out on paper, then let AI help you get there faster.

In the words of the teams behind the work

AllSet[date]

Re: Michael Darragh

Michael got our company out of build mode and into customer mode. He revamped our branding, drove our GTM activity, and built and maintained pages that made complex AI products and solutions easy to understand at a glance.

Robin LaceyCo-founder & CEO, AllSet

AllSet[date]

Re: Michael Darragh

Michael is exceptional at defining and communicating the personality of an AI product. The name, tone and language work he did was the core the whole teams worked from.

Mike HoganCo-founder & CTO, AllSet

AllSet[date]

Re: Michael Darragh

Narrative building is one of Michael’s strong points. He took all our disparate enterprise product offerings and distilled them into a coherent portfolio with associated story telling, resulting in highly effective landing pages, collateral and demos.

Mike HoganCo-founder & CTO, AllSet

Attached: work sample [Company] homepage teardown Read it in Insights

Start with what you need this week

Step 1 · Up to one day

Something for today

A homepage teardown or a one-day workshop
[Price]
Step 2 · Two weeks

Positioning sprint

Your positioning and messaging, ready to build on
[Price]
Step 3 · One to two weeks

The homepage

The full homepage story, section by section, ready for your designer or team
[Price]
Step 4 · Two to three days a page

Every other page

Campaign landing pages, product and solutions pages, and articles
[Price]
Step 5 · Monthly, two-month minimum

Retainer

Ongoing optimization and growth
[Price]

A charity, nonprofit or cause, or building in Latin America, Africa or Southeast Asia? Ask about a different arrangement.

Book an intro call

The Founder’s Homepage

Michael Darragh

Chapter 1

Let’s start somewhere you already know well. You’re looking for a tool. Perhaps it’s a way to handle customer support without hiring three more people, or a platform that will finally make sense of your analytics. A friend mentions a company, or an ad catches you between two LinkedIn posts, and you click.

The Founder’s Homepage

A practical guide for founders on getting the homepage right, from the first sketch on paper to the page that wins the call. Every idea in this site comes from it.

Read the first chapter free