Proof Pack · All families
Reusable Sections
Eight sections, ready to drop in
Every section in the pack, shown in sequence. Import any one on its own, or combine them into new pages. They all share the same Divi 5 variables and presets.
Section 01
Masthead
Full-bleed hero with a proof rail. Opens any case study.
Theo Marsh × Forge · Messaging Rewrite
Forge, a Homepage That Says One Thing
A developer tool whose homepage listed forty features and named no benefit got a messaging system built around the one promise that made customers sign up.
Forge does a lot, and its old site said so, in forty feature bullets and not one sentence a person could repeat to a coworker. I rewrote it around the single thing customers told me Forge actually gave them.
Client
Forge, developer tooling
Engagement
Messaging and content strategy, five weeks
Deliverables
Message hierarchy, homepage, voice guide
Section 02
Snapshot and Stat Ledger
At-a-glance cards above a documented-number ledger.
Overview
The work at a glance
Where We Started
A homepage of forty feature bullets, three competing taglines, and no single sentence a visitor could repeat. Everyone wrote their own version of what Forge was.
What We Changed
One promise at the top, drawn from how customers describe Forge, with features demoted to proof beneath it and a voice guide so the team stays on message.
What We Measured
I documented the message and the rewrite. Conversion and sign-up lift live in Forge's own analytics, so those numbers stay with them.
Section 03
Challenge Band
The problem stated plainly, beside a source note.
The Challenge
Forty features, no promise
Forge had real fans and a homepage that hid why. The page led with a vague tagline, then buried the value under forty feature bullets written by four different teams. Sales said one thing, the docs said another, and the homepage said everything, which is the same as saying nothing. New visitors could not tell in five seconds what Forge would do for them. The brief was to find the one true promise inside all that capability and build a page, and a system, that says it plainly and proves it.
Source Material
I worked from twelve customer interviews, the support and sales transcripts where people describe Forge in their own words, the analytics on what the page failed to land, and every existing draft of the messaging.
Section 04
Artifact Strip
Three captioned evidence frames in an even row.
Artifact 01
Customer phrases pulled from interviews, sorted by the promise underneath them
Artifact 02
The old homepage, marked up where the message went missing
Artifact 03
The message hierarchy, one promise above its proof
Section 05
Process Steps
Equal-height numbered steps beside a media panel.
In Motion
A motion study stands in for the message hierarchy, building from one promise down to its proof.
The Approach
I found the one promise and built around it
I listened for the sentence customers already used to describe Forge, the one that came up unprompted in interview after interview. That became the promise at the top of the page. Then I demoted the forty features to what they are, proof, and arranged them under the promise so each one earns its place. Finally I wrote a short voice guide, so the next person who touches the copy keeps it on message instead of starting over.
1
Interviewed twelve customers and listened for the repeated phrase.
2
Found the one promise they already used for Forge.
3
Put it at the top and demoted features to proof.
4
Rewrote the homepage around that single hierarchy.
5
Wrote a voice guide so the team stays on message.
Section 06
Evidence Frame
A large interface frame with supporting proof cards.
The Evidence
The message, top to bottom
What I wrote and documented. Conversion and sign-up lift live in Forge's own analytics, not mine.
The Forge message hierarchy as it ships: one promise at the top, features demoted to proof beneath it, and the voice rules that keep every future edit on message.
Message Map
How forty unranked feature bullets became one promise with its proof arranged underneath.
The Promise
One sentence, drawn from how customers already describe Forge, at the top of the page where it decides whether anyone reads on.
Proof, Not Pile
The features still appear, but as evidence under the promise, each earning its place instead of competing for attention.
What I Did Not Measure
Conversion, sign-ups, and revenue sit in Forge's analytics, not mine. I document the message and the rewrite; the results stay with the client.
Section 07
Quote and Outcome
A reflection closed by a spined pull-quote.
Reflection
A page that says one thing and proves it
Forge now leads with a promise its own customers handed it, and the team keeps new copy on message from the voice guide instead of reinventing it. The page, the message map behind it, and the founder's note below are the record of the work.
“Theo found the sentence our customers were already saying and built the whole page around it. For the first time the homepage sounds like us.”
Founder, Forge
Section 08
Handoff and CTA Band
The design-system pitch and closing call to action.
Inside the System
Built on a real Divi 5 design system
Every color, type size, spacing step, and component on this page is a named Divi 5 variable or preset. Change one and the whole story restyles, so making it yours is an edit, not a rebuild.
Design Variables
Change one color or type scale in the Variable Manager and the entire page follows. Nothing here is hardcoded, so your rebrand takes minutes.
Element Presets
Mastheads, proof rails, evidence frames, quote panels, and buttons all run on named presets. Restyle one and every match updates with it.
Rows That Stay Even
Card rows hold equal heights no matter how long your content runs. Paste your real copy and the layout keeps its shape on every screen.
Ready For Your Story
The sample case study, labels, and images are isolated for clean swaps. Drop in your own work without untangling a single style.