Highest priority items are marked with ⭐

Homepage

• ⭐ It seems a bit of a weird choice to focus the whole hero section on promoting the Afterpay option.

  The hero section should answer three key questions:

  • What can I do here?
  • Why should I do it?
  • Why would I do it here and not somewhere else?

  The CTA button answers the first one but the remaining two are unclear as you're not mentioning any of the problems your product solves for your customers.

  Even if people's general understanding of the value of teeth whitening products is high, you should focus on getting your website visitors excited enough so that they don't leave the page at this point.

  That said, I'd probably move the Afterpay information to a sticky bar at the top of the page.

• Below, there's a benefit bar containing some reassuring information about your service - all good here.

You can also test sticking it to the navigation bar (as Casper does) so that they're visible at all times.

• ⭐ Then, we get to a section that at first seemed to explain more about the product's benefits and how they address your potential users' needs but it turns out to be a mix of many different topics, not necessarily important for the user.

Each of the sentences in this section talks about something else. - 'Whiter teeth in as little as 9-minutes per day' - this is a super compelling line that should definitely be used more explicitly, even in website headlines (e.g. of this section) and ads. - 'Get our most effective system invented in California' - try to avoid the word 'our' and focus on the customer instead. - 'Orders ship 24/7 from Arizona' - is this so important to put this information so high on the homepage? - 'Every order helps provide dental care to a child in need' - how? And how can I be sure that's true?

In general, this whole section should be a bulletpoint list on the product page. 

The image shows the serum wand again but visitors still haven't seen your product in action. Showing a person with the teeth whitener in their mouth would give users a clear understanding of how SNOW works.

There are two calls to action - how are users supposed to know which one to choose if they don't know the difference between the two products yet? Make it as easy as possible for them to make the choice as each decision drains them out of mental energy. If this energy drops below their level of motivation, they'll leave your site.

Even adding one sentence to each of these options would help e.g. 'best for...'

• 500k+ happy customers and before and after pictures are strong credibility elements - good job here.