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Homepage Message Hierarchy

This is the locked V1 homepage message hierarchy for IED.

Use this as the source of truth for:

  • homepage message order
  • homepage section priorities
  • homepage CTA rules
  • what the homepage should and should not try to do

Homepage Job​

The homepage should quickly explain why IED exists, why the product is different, and why the visitor should start the assessment.

It should be a decision-first overview, not a deep explainer and not a minimal splash page.

Locked Message Hierarchy​

1. Decision clarity​

IED helps homeowners understand what system actually fits before installer contact.

This is the first and most important message.

2. Why IED exists​

IED is a decision layer, not a lead-gen marketplace.

The homepage should make the anti-lead-gen positioning clear early.

3. How the process works​

The homepage should show the simple flow:

  • assessment
  • recommendation
  • route choice
  • installer conversation
  • follow-up

4. Route choice exists​

The visitor should understand that there are two route options:

  • compare quotes
  • one recommended installer

This should appear on the homepage as a differentiator, but not as the main headline.

5. Local trust model​

The homepage should show that IED uses a tight, vetted, local-first installer model in Northern NSW.

This supports the main message, but should not lead the page.

6. Primary CTA​

Start Assessment is the dominant homepage CTA.

7. Secondary CTA​

Direct contact is a secondary escape hatch for people who do not want the main funnel or want manual help.

V1 homepage sections should follow this order:

  1. hero
  2. core positioning
  3. process overview
  4. route-choice explanation
  5. trust/network proof
  6. CTA close

This closely matches the current home feature and should be refined rather than replaced wholesale.

CTA Rules​

Cross-page CTA rules that start on the homepage:

  • Start Assessment is the dominant public CTA
  • contact should be available, but clearly secondary
  • homepage should introduce route choice, not force route selection
  • CTA language should push toward clarity and progress, not hype

Homepage Rules​

The homepage should:

  • lead with decision clarity
  • make the value proposition understandable fast
  • build trust without sounding like a marketplace
  • move the visitor toward the assessment flow

The homepage should not:

  • lead with savings claims
  • lead with installer count
  • act like a quoting tool
  • force route choice before recommendation clarity
  • turn into a long-form educational page

Validation Scenarios​

The homepage strategy should support these outcomes:

  • a first-time visitor can quickly tell that IED helps them decide before talking to installers
  • the homepage does not feel like a generic solar lead-gen site
  • the homepage mentions both route options without making them the hero message
  • local trust supports the story without dominating the first impression
  • the user is consistently pushed toward Start Assessment