Strategy to Design
Content objectives, conversion metrics, and messaging hierarchy give us the basis for a page's structure. We use content briefs to define those for each page of a site, and then design to support them.
In this example for Outreach, because the content itself is varied and detailed, we actually went old-school and used some obvious anchors to deeper, technical content to help the user quickly understand what the page covers.
Headlines speak to benefits, and in this case the benefits are geared more toward the expected target audience for this page.
Cred to @Alex Sailer for his consistent yet ever inventive design.
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