Alright, cool. We are live today and we’re going to be talking about writing good headlines, subheadlines, and hero copy. This is important because prospects need to understand the end outcome they’ll get from using your product and how that’s possible.

A lot of companies make some pretty wild claims—”We’re the best,” etc.—but they don’t really back it up or explain why. That’s when the BS meter kicks in. We’re likely going to do a whole series of videos on this, but today, we’re focusing specifically on AI and how it’s not a differentiator.

We’ll look at several websites and explain why AI is not the differentiator some companies think it is. Instead, it’s a value add. Everyone’s using AI these days, but how you use it is what makes the difference. Sure, AI can be useful, but sometimes it’s just a new feature that’s forced on users. But is that really what your product should be based on?

When visitors come to your site, they have limited attention. You need to clearly show them what they’re going to get from your product and how that’s going to be possible. AI is oversaturated. People hear about it so much that they start to tune it out. So, just because you’ve trained an AI model doesn’t mean it’s the standout feature of your product.

For example, AI chatbots are easy to create and add to your website. Voiceflow lets you build your own. But is that really something companies like Zendesk or Intercom should be calling out as their main feature? AI-first solutions can be beneficial for specific, narrowly defined responsibilities, but one-size-fits-all AI bots often don’t hit the mark.

That’s outside the scope of what I’m focusing on here though. My main point is that your homepage needs to differentiate you from competitors. If your primary value proposition is just how you use AI, it’s not enough. Who cares if you layered AI on top of your product? That’s more of a product update, not a true differentiator.

You’re expected to be using AI already. If you aren’t, you’re falling behind—or you’ve already fallen behind. So why make it such a central focus?

What should companies be doing instead? They can still talk about AI, but there are better places to do that, like in a top bar announcement or a badge icon that links to a detailed explanation. By making AI the focal point, companies risk falling into the same trap as everyone else, just copying their competitors instead of innovating.

When you copy what everyone else is doing, innovation fades away. The conclusion here is that AI is not a differentiator. Let’s talk further about what does make a good homepage hero.