If you’re a new category or product, buyers need to understand what you do.
If your product is new to a market, or very different from the status quo in your category, your homepage should focus on how it works. Don't rush to focus on differentiators or key features, if the majority of people who land on your site won't fully grok what you do in the first place. Take LocalCan for example: Public URLs for developers, designers and agents. Their hero is crystal clear on what it is, followed by a How it Works section that breaks it down even further. I really like the 3-step breakdown, follow by the step 4 of "Everything above, agents can do" which seems to be one of their core features (and differentiators.)
