Realigning the landing page message

I looked at the landing page with fresh eyes.

“Let’s get things done.” The headline is fine. But anyone reading below it would think:

“A todo app. So what? I already have Reminders.”

We weren’t answering that question.

The problem: no visible differentiator

The old landing page talked about “general task management problems.” Thoughts vanish. You don’t know where to start. Progress is invisible. All true, but every todo app claims to solve these.

I thought features like retrospect, streaks, and weekly reviews were the differentiator. Honestly, those are nice-to-haves. They’re not why someone installs a new app.

The real differentiator is Minimal to Maximal

What actually makes Fecit different is that it works for every situation.

“Buy groceries” needs just a title. “Career change” needs schedule, steps, and retrospect. Same app. Other apps can’t do this. Simple apps can’t handle big tasks. Complex apps demand setup even for small ones.

This message was buried in a Philosophy section deep in the page. Almost no one scrolled that far.

What we changed

Subhead

Before: “Write it down. Organize. Finish.” After: “Start with a title. Expand as you need.”

With a concrete example right below: “Buy groceries” needs one line. “Career change” needs schedule, steps, and retrospect.

Problem section

Before: “Where things go wrong” — generic task management issues After: “Why todo apps don’t last” — the limitation of existing apps

Simple apps fall short, complex apps demand too much, and you end up hopping from app to app until you stop using any of them. This is a story many people actually live.

Solution section

Before: “From thinking to doing — without friction” — disconnected from Problem After: “One app, every task” — direct answer to Problem

Problem + Solution merged

Both sections were just a title plus three bullets — visually thin. We merged them into one section: Problem on the left, Solution on the right. The contrast makes the message sharper.

Philosophy removed

The Hero subhead, Solution, and Philosophy were all saying the same thing. We removed Philosophy. Less repetition, shorter page, clearer message.

Features restructured

Instead of listing 8 features flat, we split them into “Keep it simple” and “Go deeper.”

Keep it simple: Quick capture, List & calendar, Focus mode, Routines. Go deeper: Steps, Templates & community, Reviews, Activity & streaks.

The feature list itself now demonstrates Minimal to Maximal.

CTA

Before: “Ready to get things done?” + “A quieter mind. More finished work.” After: “Let’s get things done” + “Start with a title. Expand as you need.”

The Hero message echoed one last time.

One message throughout

Now the entire landing page tells one story.

1. Hero: Start with a title. Expand as you need.
2. Problem: Simple apps fall short. Complex apps demand too much.
3. Solution: Fecit does both.
4. Features: Here’s what “simple” looks like. Here’s what “deep” looks like.
5. CTA: Let’s get things done.

Before, each section told its own story. Now it flows top to bottom as one. I hope this message reaches the right people.