Six homepage refreshes in 21 months. Wayback-verifiable at every step.
I joined in June 2024.
The homepage said "AI-Powered Customer Communication Platform," which is a category description dressed up as a value prop.
Twenty-one months and six refreshes later it said "Stop Losing Customers to Faster Competitors."
Below is every refresh, what changed, and why.
Wayback has the receipts.
What it was
The inherited homepage led with "AI-Powered Customer Communication Platform." Sales had a feature list they needed surfaced. Product wanted the AI bet front and centre. The buyer, of course, cared about neither. They cared about whether the phone system was the reason their team kept missing inbound calls.
The diff
Refresh 1, Feb 28, 2024: "AI-Powered Customer Communication Platform." A category label sitting where the value prop should be.
Refresh 6, Feb 7, 2026: "Stop Losing Customers to Faster Competitors." A fear the buyer was already living. The category language got demoted to the page title, where SEO still cared.
Open the Feb 2024 snapshot next to the Feb 2026 snapshot. The product underneath barely changed.
Baseline vs today
Drag the handle. Left is what the homepage said the day I joined. Right is what it says now.
The pivot moment: AIVA to Business Phone System
Refresh 4 put AIVA (our voice agent) on the homepage stage. Six months later refresh 5 pulled it back off. Reason: buyers weren't shopping for an AI bet. They were shopping for a phone system that didn't drop calls. AIVA was a reason to renew, not a reason to sign.
All six refreshes
What I actually did
- Refresh 2 (Oct 2024): repositioned to "The All-in-One Business Communication Platform." Unblocked the sales narrative without killing the AI positioning.
- Refresh 3 (Feb 2025): Fletch-inspired narrative rebuild, tested first through the PPC channel. Paired problem/shift panels. Reported as a positive experiment in the Feb-Mar 2025 monthly PMM reports.
- Refresh 4 (Apr 2025): AIVA on the homepage stage. AIVA LP V2 refresh: +37% signups, +18% demo conversions (Mar 2025 monthly report). AIVA traction at the time: 100 active users, 3.79% conversion rate, 1,071 conversions from 28.2K visits.
- Refresh 5 (Nov 2025): "The Business Phone System That Does More Than Calling." First openly problem-led hook in rotation against the platform framing.
- Refresh 6 (Feb 2026): built off the canonical Messaging Grid distilled from 50+ customer interviews. Generated and fact-checked through the Claude Code pipeline I built (precursor to substrate). Staged in a personal Vercel project before merge to the production Next.js repo.
What stayed honest
The +37% and +18% are self-reported from the March 2025 monthly PMM report. I lost access to production analytics on the day I resigned, so I can't pull them again. The Wayback snapshots are independent of me. Every hero line quoted above is in the archived HTML. If the self-reported numbers aren't enough, the snapshots are still there, and you can count words yourself.
What it became, in substrate
The 50-plus interview messaging grid, the evidence-rewrite-fact-check-voice-render pipeline that collapsed a quarterly cycle into a weekly one, and the six-step move from category label to fear statement are three of the moves substrate carries forward. The skill, routine, and principle layers are open source for any client to clone and run.
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