Company names are withheld. Lines marked illustrative are sample rewrites, built from public facts already on the page or in the announcement.
The press word belongs on the first screen
On one page, both funding stories called the product "due diligence" for "private equity". The homepage used "ground truth research" and "alternative asset managers", and never used either press phrase. A visitor who clicked through from the news had to translate.
Illustrative line
AI due diligence for private equity. We train models and agents to pursue ground truth research at scale.
On another page, the funding headline called the product "training environments". That word did not appear in the visible homepage text, even though it already sat in the site's own meta description.
Illustrative line
We turn real clinical, administrative and operational workflows into environments where frontier AI models get trained, evaluated and improved.
If the company has a new name, say so
Five of the seven renamed companies left the old name off the homepage. In one case the proof section listed national labs and chip tape-outs earned under the previous name, with no line connecting the two. In another, both funding stories led with the former name, and the new site never mentioned it.
A short banner is enough. Two of the seven already did this with one plain sentence.
Illustrative line
We've done this before. Under our previous name, we taped out three chips and deployed racks at [lab] and [lab].
Put the sharpest line in the headline
19 of 50 pages used the category as the H1. The clearer buyer line was often already on the page, one section down, or in a banner people skip because it looks like news. That last pattern showed up on 3 of the 50 pages.
One page headed the hero "The Creator Advertising Platform". The banner and the subhead already said "run it like a performance channel".
Illustrative H1
Run creators like a performance channel.
Keep the category as a small label above it.
Another page put "Find where your agent breaks, and fix it" in the announcement bar, and used a coined category in the H1.
Illustrative H1
Find where your agent breaks, and fix it.
The category phrase can sit as the label or the subhead.
Say SOC 2 the way an auditor would
19 pages mentioned SOC 2. 6 of them called it a certification, including lines such as "SOC 2 Type II certified" and "SOC 2 & ISO 27001 Certified". ISO 27001 is a certification. SOC 2 is not. A guest on the AICPA's Journal of Accountancy podcast in April 2026 put it this way: "SOC 2 is not a certification. It's actually an examination-level attestation engagement signed off on by a licensed CPA." The pages that got this right used wording like "SOC 2 Type II", "SOC 2 Type II audited", or "SOC 2 Type II compliance".
Illustrative line
SOC 2 Type II report from an independent auditor. Ask us for a copy.
If the announcement has a proof hook, use it
On 8 of the 50 pages, a distinctive proof hook from the announcement never appeared on the homepage. In one case the release opened with the founders' prior product at a well-known employer, and neither name was on the homepage or the about page. In another, the release launched a product under one name, and the homepage used a different name, with no sentence connecting the two.
Illustrative line
We built [prior product] at [prior employer].