Value prop specificity

You list six concrete features (quotes, invoices, time, clients, projects, contractors) but never show a number or outcome — no 'save 10 hours/month' or 'get paid 3x faster,' just functional feature names.

Trust signals

Goblin sees pricing, a demo image, and nav links to comparisons and tools — but no customer logos, user counts, testimonials, or reviews anywhere on this page.

Copy concreteness

Feature descriptions are specific: 'Build clean, professional invoices with line items and tax,' 'Send quotes clients can accept — then turn an accepted quote into an invoice in a single click' — but the hero copy tells you what the product does, not what it earns you.

Objection handling

Pricing is front and centre ($19/month, cancel anytime) which handles cost, but Goblin sees no mention of security, data ownership, migration ease, lock-in, or how it compares to the six competitors on the 'Compare' page — those pages exist but aren't linked from the hero.

Visual hierarchy

The page leans on nested nav menus (Features with 14 sub-links, Compare with 6) and a grid of feature cards — clean but dense, and Goblin suspects the hierarchy gets muddied on mobile with all those expandable sections.

Mobile rendering

You load a phone mockup image (demo-home-phone.png) suggesting mobile is considered, but Goblin can't assess tap targets or responsive text size from the HTML alone — the nested nav details elements could be tap-tricky on small screens.

Page speed signals

You use eager loading on the laptop demo image and lazy loading on the phone one — good thinking — but Goblin spotted no image dimensions to prevent layout shift, and the hero image is 2880×1932, which is likely oversized even for desktop.

Form CTA friction

Two CTA buttons above fold with no form gate — 'Get started' and 'Try a Demo' both appear to be frictionless (empty hrefs in the HTML, but that's preprocessing noise).

Pricing clarity

Pricing is visible and quantified: '$19/month · Cancel anytime' sits right under the hero CTAs — no buried toggle, no hidden tiers, no 'call us' nonsense.