The Line is the single sentence of main message placed where it is the first thing seen when the homepage opens. It conveys what your company can offer (your value proposition) through facts. Its form is: "for which project, under which conditions, with which specifications."
The number of inquiries is a little different from a test score. It is a result that appears only when a contact feels "this is about my current project" and also understands what to do next. What happens if you make the number of inquiries your goal first? In a rush to gather numbers quickly, sentences that any company could write creep back onto your homepage.
▶ Decided by the top executive
• After reading this chapter, first spend 15 minutes checking whether the Line on the homepage is a sentence from the field.
• Open your records and compare them to see whether the three scenes appear on your website.
• Decide that the first thing to fix is the Line, and only the Line. Write that Line in the Internal Memo and in the fields in Chapter 14.
• Every Monday morning and every Friday, check whether the Line in the Internal Memo is up on the website. If it isn't, don't add pages; instead, ask for one more scene in which you were thanked.
▶ Asked of employees
• On the day of the check, have an employee who wasn't there read the Line and say which project, which conditions, and which specifications it is about.
The top executive becomes able to put the weakness of the company's website into words—not "it feels weak somehow," but "the Line isn't a sentence from the field." Because the fix narrows down to one thing, the next round of preparation starts not with a rebuild, but with revising the Line.
Key points: The reason you are chosen lives in the "thank you"s you hear in the field. If that isn't on your homepage, start with the Line. It may not be too late to look at the number of inquiries after that.
AQ GROW | AI Search Structure