Homepage Routing Section — Copy
Category: website
Sources: live site screenshot (2026-08-01), Which Service Do I Need, dark-arts pass per Skills/dark-psychology-copywriter-v2.md
Confidence: high
Last Updated: 2026-08-01
Finalized copy for the homepage's six-card routing section ("Where is the product or range stuck right now?"), matching the situation-first structure in Which Service Do I Need. This is real, shipped/shippable copy — not direction or reference material — so it lives here rather than in Website Main.
Process note: per Voice Guide's Public Copywriting Process Rule, the body line under each headline has been run through the dark-arts persuasion framework (consequence/loss framing). The quoted problem-statement headlines are left as direct, factual situation statements per explicit instruction — only the supporting body copy gets the persuasion treatment. Every consequence referenced is a real, documented possibility (stalled launch, recall, evidence gaps, single-point-of-failure dependency) sourced from Ppe Buyer And Enforcement Context and Primary Icp — nothing invented or exaggerated.
Section Heading
"Where is the product or range stuck right now?" Subhead: "Pick the sentence that sounds most like your situation. No prior knowledge needed."
Cards
| # | Headline (unchanged) | Body copy | CTA |
|---|---|---|---|
| 1 | "We don't know what applies to this product." | Guess wrong on the route and you pay for it twice — once in wasted testing, once in the delay that follows. | Map my route → |
| 2 | "We need to get our product to market." | Every week it sits stalled is a week closer to missing your launch window. | Move my product forward → |
| 3 | "Something has gone wrong." | Left alone, one failed test or challenge can turn into a stalled shipment — or a public recall. | Help me regain control → |
| 4 | "We need to find the gaps in our range." | If you can't prove which evidence matches which product, neither can anyone who asks you to. | Review my range → |
| 5 | "We need someone technical, ongoing." | Every decision made without oversight is a risk sitting quietly in your range until someone finds it. | Keep my technical control → |
| 6 | "Our team needs to make better decisions" | When the one person who understands compliance walks out the door, so does your protection. | Build my team's capability → |
Cards map 1:1 to the six services in pathway order: Route Finder, Certification Project, Issue Support, Range Review, Technical Partner, Team Training.