Kelly’s overarching philosophy owes to business texts, most directly, 
    the writings of Jim Collins (“Good to Great” and “Built to Last,” among others), 
    who argues that successful organizations coalesce around a concise, easily 
    communicated core mission. Kelly said: “If someone says to me, 
    ‘What do you stand for?’ I should be able to invite them to practice and in 
    five minutes, they’d say: ‘I see it. I get it.’ 
    They stand for playing hard and playing fast.”

This could be applied to your product's home page. The difference is that you'll be lucky to get 60 seconds.