Most B2B SaaS heroes try to sound clever. Buyers reward plain language they can forward without editing.
The formula
- H1 — what the product does, active voice, no jargon unless the buyer uses it daily.
- Subhead — ICP + wedge in one line.
- Proof anchor — one credible signal visible without scrolling.
If your subhead needs a second sentence, the H1 is doing too little work.
Closing
Working on something where this applies?
Tell us the surface (deck, landing page, product visual, sales kit) and the audience that needs to be moved. We reply with a scoped proposal.