“How should the hero / first screen read — value prop, or something more specific?”
Literal-first, and land three pillars in the first screen. (1) State plainly WHAT the product is and WHO it's for (H1 states the product; any aphorism becomes the supporting line). (2) Make the business model legible immediately… (3) Prove it already runs… Owner corrected two successive drafts to get all three.
Four repos asked this. The owner answered it four times. Now it is answered once — this page was drafted against this entry.