feat(marketing): plain-language landing + Mac pages, jargon demoted for SEO (#241)

[TemujinCalidius]

Repositions the public marketing copy from jargon-first to benefit-first, while keeping the technical search terms crawlable. Copy-only — no behaviour change.

Why

The LANDING_MODE homepage and /download page opened with "speaks ActivityPub", "the Fediverse", "IndieWeb", "federated with Mastodon" — four words that each need a Wikipedia trip before the benefit lands. That filters out the exact audience FediHome is for: people who want their own site to share things, who don't know or care what the plumbing is called.

What changed

Landing (LandingShowcase + the headline/subhead defaults):

• New headline — "Your own website — that people can actually follow." — and a plain subhead. Both are defaults; still overridable via LANDING_HEADLINE / LANDING_SUBHEAD or the admin panel.
• Feature cards rewritten benefit-first, including an "it works like email" framing for following across services — the one analogy that explains federation without naming it.
• All the technical standards move into a single "Open by design — no lock-in" section below the fold. That section is the no-lock-in proof point and the SEO home for ActivityPub / WebFinger / RSS / Mastodon / fediverse / self-hosted / MIT — so demoting the jargon out of the hero doesn't cost discoverability, it just stops the jargon gatekeeping the first thing a visitor reads.
• The "Completely open source. Written by AI." section is removed. Open-source stays as a benefit in Open by design; the AI-authorship framing (which puts some prospective users off) is gone.

Download page:

• Marketing-first title / description, kept keyword-rich for search (native macOS app, menu bar, Mac App Store, notarized, macOS 14).
• "Read everyone you follow across the Fediverse … like, boost and reply" → plain "Read everyone you follow … like, reply and reshare"; notification "boosts" → "reshares".

The SEO trade, explicitly

Technical searchers still land here: the terms they use all appear in real prose in Open by design and the download metadata — just not in the H1/hero. This is the standard "lead with benefit, keep the keywords in honest body copy" pattern, not keyword-stuffing. Nothing dishonest — e.g. the Mac app is described as a FediHome client, not a generic "Mastodon client" it isn't.

Audience note

This tunes fedihome.social, whose visitors are semi-technical (they're going to self-host), so the install/GitHub/open-source half stays. The fully non-technical framing — "we host it, you just write" — belongs on the managed-hosting site and isn't part of this repo.

Verification

Check	Result
npx tsc --noEmit	clean
npx eslint .	0 errors
npx vitest run	690 passed (74 files)
npm run build	clean
jargon audit	ActivityPub/Mastodon/fediverse/etc. appear only in the Open by design section + a code comment — none in any hero or feature card
"written by AI" copy	removed
changelog sync	✓

The landing/download pages require a completed setup to render, and the local dev instance isn't set up, so a live curl wasn't possible here — the copy is static, compiled by the build, and grep-audited for placement. Visual preview belongs on the demo.

Rolling out on the demo

• Now: the headline/subhead are also editable live in Admin → Site settings (they overlay the new defaults). The feature cards / Open by design section are component copy and land on the next update.
• On next npm run update: everything flows through.

🤖 Generated with Claude Code