How Do You Write a Homepage Headline for an AI Startup?

The short answer

Say what the product does and for whom, in words a buyer would use, and keep it to one line. In our study of 50 funded AI startup homepages, 38% used "agent", "agents" or "agentic" in the headline or subheadline, so that word alone no longer sets a company apart.

A good headline at a glance

• Formula: What it does, for whom, with what result
• Length: One line, with a subheadline for detail
• Avoid: "The future of", "reimagined" and an unexplained "AI-powered"
• Test: Would a stranger know what you sell after five seconds?

Three patterns that work

• Outcome. The result the buyer gets.
• Category. The name of the thing, plus who it is for.
• Job. The task the product takes over.

How to test it

• Show it to someone outside the company for five seconds.
• Ask what the company sells.
• Check the headline still works without the image.
• Compare it with three competitors.

The figure comes from our study of 50 AI startup homepages. Studio Huncho designs websites for AI companies such as Refold AI and Adopt AI. See our work for AI agent startups.

Related reading: We Studied 50 AI Startup Homepages. Here's What They Have in Common., What Should Be on a B2B SaaS Homepage?, Best Website Design Agencies for SaaS Startups (2026)

FAQ

Should the headline mention AI?

Only if it helps the buyer understand the product.

How long should a headline be?

Short enough to read at a glance. Put the detail in the subheadline.

Should we use the word agent?

Use it if the product really is one, then say what the agent does.

Working on your homepage? Tell us what you sell.