Problem mirror
MMotivationMotivation: builds desire, proof, identificationBriefly reflect a pain the visitor already feels: confirmation, not education.
- +Short: the visitor already knows this pain, so two or three beats is enough
- +Uses the audience's own vocabulary, ideally verbatim from research
- +Transitions quickly to why the pain persists (setting up the mechanism)
The page over-agitates pain the visitor already feels, with paragraphs of 'you know the struggle'. Problem-aware readers skim past it, annoyed; the space should have gone to explaining why your approach is different.
Where it appears
The same section, different positions. Each archetype asks something different of it.