A lot of websites, including the one this domain first served, open with a line like “Unlock your potential with our services.” It is grammatical. It is also empty. Potential of what. Services of what. Unlock compared with whom.
That sentence survives because it is hard to sue and easy to generate. It fits a vitamin brand, a bank, and a to-do app. It mentions no product, so it cannot be wrong. It mentions no person, so it cannot be checked. It is the sound of a page that was required to exist.
A short test
If you can move a paragraph onto a competitor’s site without changing a word, it is not about you, them, or the thing for sale. It is wallpaper. Wallpaper is fine in a hallway. It is a bad homepage.
This publication will try to fail that test on purpose. If a post could be about anyone’s “solutions,” it does not ship.
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