Be Useful
- Marian Chrvala
- Nov 27, 2025
- 3 min read
Most landing pages look like they’re trying too hard.
Shiny.
Loud.
Busy.
And still somehow empty.
We’ll come back to this.
But before we do, I need to pull you out of your chair and drop you somewhere else.
Somewhere hot.
Somewhere quiet.
Somewhere so far from wi-fi and scrollbars that your stomach tightens.
Picture yourself on a desert island.
No food.
No fire.
No shelter.
Just heat pressing on your skin and the slow panic that comes when you realise no one is coming.
Then something cuts through the silence.
A thud.
In the sand beside you.
A hand axe.
Nothing fancy.
Plain.
Heavy.
Sharp.
Now freeze the scene.
Feel the weight of that moment.
What would you do?
Would you wait for a sales pitch?
A brochure?
A feature table?
Would you ask for a ten-step guide on how to grip the handle?
Would you compare it to the top five axes of 2025?
Would you ask someone to “explain its value”?
No.
Of course not.
Your body would move before your brain caught up.
You’d grab it and use it without thinking.
Cut wood.
Build shelter.
Hunt your dinner before it hunts you.
Whatever keeps you alive.
Because the axe is useful.
And when something is useful, hesitation dies.
No nudging.
No persuasion.
No clever language.
Just use.
That’s the core insight.
The whole point.
Here’s what most businesses miss.
Not on an island, but in stress, in noise, in pressure, drowning in choices and a browser full of tabs.
They don’t need “inspiration” on your landing page.
They don’t want a boring tale about how the company “started in a garage” and “grew through grit and passion.”
They need a tool that cuts through the chaos.
Something that moves them closer to pleasure or further away from pain.
Right now.
If your landing page doesn’t feel like that axe, people won’t use it.
Not because they’re dumb and careless.
Not because attention spans are dying.
But because your page didn’t give them what they needed when they needed it.
And now, finally, we return to where we began.
Your landing page is the moment.
The fork in the sand.
Either it becomes the tool they trust, or it becomes the thing they step over.
And that choice happens in under three seconds.
Most landing pages fail because they try to look good instead of being useful.
They force people to guess.
Decode.
Think too hard.
They talk about themselves, flexing fuzzy claims no one feels or understands.
They talk features and specs.
They give fog when the reader came for clarity.
A useful landing page does the opposite.
It names the problem in plain words.
It talks the way your reader talks.
It shows the transformation she craves.
It proves you see her, you get what scares her, you know what she’s fighting for.
It lowers friction.
When you build something useful, people move.
They lean in.
They click.
They act.
Not because you pushed them.
But because you finally gave them the axe they needed.
Make your landing page so useful your reader feels stupid not to act.
Be the tool they grab without hesitation.
Be the axe on the beach.
PS. If you don’t know jewellery, know your jeweller. That’s Buffett’s rule. It’s the same with messaging. Smart ideas die in boring words. If you don’t know the game, find a partner who does, because your reputation is on the line. I help thinkers, rebels, and disruptors say what they mean and make it stick. Step up. Bring your message. I’ll bring the punch. You’ve got one shot to say it right. I’ll help you take it.