# Landing copy options — homepage (post-domain)

Draft hero / subhead / CTA variants for when a public domain is live. **Not live yet.** Domain TBD; registration paused (see [`docs/brand-and-domain.md`](../../docs/brand-and-domain.md)).

**Rules for all variants**

- No fake metrics (no invented lives saved, donor counts, CE, “guaranteed” impact).
- Say **modeled ≠ guaranteed** near any impact language.
- Donor-primary; evaluator-anchored (GiveWell / HLI).
- Placeholders: `{DOMAIN}` = chosen hostname; `{PRODUCT}` defaults to **Better World**.

Voice: [`../pages/brand-voice.md`](../pages/brand-voice.md).

---

## Variant A — Evidence-first (clarity)

**Hero:**  
Give where the evidence is strongest.

**Subhead:**  
{PRODUCT} helps donors and their agents find high-impact giving paths — lives saved or wellbeing — using published evaluator research. Citations stay attached. Uncertainty stays visible.

**Primary CTA:**  
Find a recommendation  

**Secondary CTA:**  
Compare two organizations  

**Microcopy under CTAs:**  
Impact figures are modeled from cited claims — not guaranteed. No invented cost-effectiveness numbers.

---

## Variant B — Outcomes question (conviction + honesty)

**Hero:**  
Did it work? Start with what we can verify.

**Subhead:**  
Ask for lives saved or wellbeing. Get a short shortlist with tiers, citations, and trust flags — not a black-box score. When a number is missing, we say so.

**Primary CTA:**  
Recommend for my outcome  

**Secondary CTA:**  
See how ranking works  

**Microcopy under CTAs:**  
Modeled estimates ≠ guaranteed outcomes. Past CE does not promise future room for funding.

---

## Variant C — Agent-ready donor tool (donor-primary)

**Hero:**  
Philanthropy advice agents can cite — and donors can trust.

**Subhead:**  
{PRODUCT} is an evidence router for global health giving: OpenAPI, `llms.txt`, and human-readable pages. Donors set values and red lines; we defer to GiveWell and Happier Lives Institute for cost-effectiveness judgments.

**Primary CTA:**  
Start with your values  

**Secondary CTA:**  
Open the local demo  

**Microcopy under CTAs:**  
We never invent CE. Tax deductibility comes only from verified trust status — not from a charity’s name alone.

---

## Shared footer strip (any variant)

- Focus (Phase 1–2): global health — life-saving & wellbeing.  
- Anchors: GiveWell Top Charities / funds; Happier Lives Institute.  
- Domain: `{DOMAIN}` (until set: “public domain TBD — not betterworld.org”).  
- Honesty: modeled ≠ guaranteed · no fake metrics · donors primary · full never-do list: [`../pages/honesty.md`](../pages/honesty.md).
- Decision desk (pending Ho Hum gates): [`../pages/decision-desk.md`](../pages/decision-desk.md) — ADR 0007 Proposed · review queue · research packs; no auto-resolve.

---

## What not to put on the homepage

- Fabricated “$X saves a life” without a cited, dated claim from the corpus.  
- Fake user counts, fake dollars moved, or “IRS verified” badges for pending/unknown orgs.  
- Urgency timers, guilt CTAs, or sponsored orgs mixed into organic rankings.  
- Claims that this site *is* `betterworld.org`.

When domain is chosen, pick one variant (or merge lightly), replace `{DOMAIN}` / `{PRODUCT}`, and wire CTAs to real recommend / compare / values flows — still without inventing metrics.