Content 2 min read
The theme is free. The content is the work.
Omni gives you 18 modules, six call-to-action layouts and a full set of page templates. It gives you zero arguments for why anyone should buy from you. That part is yours.
We call the failure mode Logoipsum syndrome. The site is finished, every section is filled, and the message has not started. The placeholder logos are gone, but the placeholder thinking stayed.
One question per page
A page converts when it answers the question the buyer arrived with. Nothing else on it matters as much.
| Page | The question it must answer | What proves it |
|---|---|---|
| Home | What do you do, and is it for me? | One clear sentence, three customer logos |
| Product | How does it work in my situation? | Screens, a short process, one use case |
| Pricing | What does it cost, and why that much? | Plans, a comparison table, a plain FAQ |
| Case study | Has this worked for someone like me? | Situation, solution, one number |
| Contact | What happens after I fill this in? | A named person, a response time |
Write the question at the top of your draft before anything else. If a section does not help answer it, cut the section.
Write to the buyer's questions, not your org chart
Most B2B menus mirror the company: Products, Services, Solutions, Industries. Buyers do not think in departments. They think "we need to cut invoice handling time" or "onboarding is losing customers." Omni's need-and-solution guides exist for exactly this: Name the need, link to the answer.
Formats that carry a long buying journey
- Solution guides that send each visitor to the right page.
- Case studies with a before, an after and one number.
- Comparison tables that answer "how are you different?" without a sales call.
- FAQ blocks that handle objections in the buyer's own words.
Every one of these is a module in Omni. The module is the frame. The brief is what goes in it.
Get the brief
We wrote a one-page content brief for every Omni template: The goal, the reader, the question the page answers, the proof it needs and the call to action. Fill it in before you open the page editor. The pages come out faster, and they come out with a job.
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