Scroll-stop teardown
GrazaThe homepage
What it's trying to do
The homepage sells a pantry staple almost everybody already owns a version of. Its job is to make you re-buy a thing you have, at a higher price, because this one is fresher and split by how you cook. Every section on the page is downstream of that one argument.
What works
The three products carry use-case lines instead of tasting notes. "Made for eating, never heating." "Use it every day, in every way." "Your new high heat kitchen hero." That's a label doing a decision's work, and it's the reason the Drizzle and Sizzle split reads as useful rather than as three things to choose between. The prices sit right on the grid, which is rarer than it should be.
Three fixes
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the better headline is already on the page
The H1 is "Extra Virgin Olive Oil makes everything better." Put another brand in front of it. Brightland, Kosterina, the store bottle. It survives every swap, which means it's the category's sentence and not Graza's.
There is a second H1 near the bottom, next to the About link: "Made by people who take olives very seriously." That one doesn't survive the swap. It's dry, it's specific, and it sounds like a person rather than a brand.
Swap them. One H1, and make it the second one.
the line guaranteed to be read stops being the line anybody could have written, and the page finally has a single subject for a search engine to read it by.
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the page's last move is a door out
The final section is "See what else we're cooking up:" and a grid that links to Instagram. A first-time visitor who scrolled the whole page gets handed to another app at the moment they were closest to buying.
There's also no named proof anywhere on the homepage. No review, no rating, no cook, no name. The photo grid is doing proof's job with nobody's signature on it.
Move the grid above the products and end the page on named proof instead. Three real cooks, quoted, with their names on it.
the scroll ends on a reason to buy rather than an exit.
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the nav is written for people who already bought
"Get Refills" is the second item in the primary nav. The menu also carries Ambassador Program, Corporate Gifting, Wholesale, Manage Subscription and Store Locator. Six links serving somebody who is already a customer.
A first-time visitor reads all of it on the way to the one thing they came for. Move the account-holder links to the footer. Existing customers will still find them.
a shorter path to the only action that matters on a first visit.
What I'd make instead
The best fact on the site is stated once and dropped: "Jaen, Andalusia-Spain. Harvesting Season October — January."
The whole brand rests on freshness. "FRESH IS BEST" is a headline halfway up the page. And freshness is a date. A harvest is a deadline somebody stands in a field and meets, in weather nobody controls, in one specific week.
That's the film. Not a pastoral about olives. One grower, one week, shot while it's happening, with the date on screen. Nobody else can make it, because nobody else is standing in that field in October.
If one of the three is worth acting on, I'll send the rest of the read. If not, that's fine too.
Jason Portillo
Boring Stories · boringstories.io