Six homepage refreshes in 27 months. Wayback-verifiable at every step.

I joined in June 2024. The homepage said "AI-Powered Customer Communication Platform." Six refreshes later it said "Stop Losing Customers to Faster Competitors." Same product, different frame. Below is each refresh, what changed, and why.

What it was

The inherited homepage led with "AI-Powered Customer Communication Platform." Category-first. Product-first. Thin on the buyer's day. The sales team had a long feature list they needed surfaced. The product team cared about the AI bet. The buyer cared about neither.

The diff

Refresh 1, Feb 28, 2024: "AI-Powered Customer Communication Platform." The baseline. A category label.

Refresh 6, Feb 7, 2026: "Stop Losing Customers to Faster Competitors." A fear. The category label moved to the page title. The hero spoke to what the buyer was actually trying to do.

Open the Feb 2024 snapshot and the Feb 2026 snapshot. Read the hero. Same product. Different frame.

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 on the homepage stage. Refresh 5 took it off and led with the platform's core job. The buyer's day didn't care which AI we were betting on. They cared about whether their phone system was the bottleneck.

All six refreshes

What I actually did

1. Refresh 2 (Oct 2024): repositioned to "The All-in-One Business Communication Platform." Unblocked the sales narrative without killing the AI positioning.
2. 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.
3. 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.
4. Refresh 5 (Nov 2025): "The Business Phone System That Does More Than Calling." First openly problem-led hook in rotation against the platform framing.
5. Refresh 6 (Feb 2026): built off the canonical Messaging Grid distilled from 50+ customer interviews. Generated and fact-checked through the Artemis pipeline I built. Staged in a personal Vercel project before merge to the production Next.js repo.

What stayed honest

The +37% and +18% are self-reported, sourced from the march 2025 monthly PMM report. I do not have access to the production analytics anymore. The Wayback snapshots are independent of me. Every hero quoted above is pulled directly from the archived HTML. If you want a number I cannot prove without my own dashboard, the diff is the number.

What it became, in substrate

• skills/messaging-grid. The 50+ interview Jobs/Pains/Triggers/Gains/Evidence corpus, structured.
• pipelines/artemis. Evidence, rewrite, fact-check, voice check, render. Weekly iteration loop replaced the quarterly cycle.
• patterns/category-label-to-fear-statement. Six-step move from product-team language to buyer-day language, with verifiable receipts.