A one-line promise with three plain ways into the range
What they do
The homepage opens on "Plants made easy", two short paragraphs ("From expert green thumbs to new plant parents, sun traps to shady corners, we have a leafy friend for every setting") and three plain buttons: Shop indoor plants, Shop plant bundles and Shop new in plants. Straight underneath sits the Trustpilot strip, "Excellent", 4.7 out of 5 from 15,953 reviews. The bar above the header rotates through the reasons to buy: free standard delivery over £50, next day delivery until 9pm, "Trusted by over 700k+ happy customers". When a promotion is running, a slim bar along the bottom of the screen spells it out with the code: "Get a FREE plant care set worth £50 with orders over £75. Add the set to your bag and use code FREEPLANTCARE at checkout."
Why it works
The headline is the whole brand promise in three words, and it's aimed at the shopper's worry rather than the catalogue. The three buttons cover the three reasons people land on a plant site: browsing, wanting a ready-made set, and coming back to see what's new. Nobody has to decode a menu to get started. The review score lands before the first scroll, so the trust question is answered at the same moment as "where do I go?". And putting the offer and its code on screen means nobody leaves to hunt for a discount code, which is a common point for a basket to be abandoned.
Makes sense when
Any store where the first visit is uncertain rather than targeted: gifts, hobbies, anything a newcomer worries about getting wrong. Keep it to three buttons that match real reasons for visiting, not a list of categories. Patch's offer bar didn't show in two fresh sessions on 8 October, so it's targeted rather than shown to everyone, which is the right instinct: an offer with a spend threshold lands best when someone is weighing up a basket, not the second they arrive.
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