The headline was in the description
Sat down tonight to rewrite the csylabs.com front page. The old one looked like a grid of a dozen ventures — you couldn't tell what we do from it, or where to start a conversation.
The first version of the new headline was written earlier today, into the identity manifesto: "ООО ЛИИ — Russian AI company that ships." Short, accurate, locked in.
Looked at the rendered page. Didn't like it.
A legal entity name as a value statement. That's how companies register, not how they introduce themselves. And "AI company" in 2026 is what every Russian tech shop writes about itself. Almost no signal left in those words.
One block down, in the description under the headline — four verbs: fine-tune, deploy, publish, validate. EduBench-RU. 152-FZ. Everything that actually differentiates us was already written. Just not where people look first.
New headline:
→ Open benchmarks. Domain models. Deployed under 152-FZ.
Three beats, each one mapping to a section below on the page. The eyebrow got short: "Лаборатория Интегрированного Интеллекта." One line, one meaning. The description stayed — it unfolds the promise into a sentence with those same verbs.
What else changed along the way
Deleted the separate /llm-integrator page. The three tiers (audit / bespoke / enterprise) now live as a section on the home page, with the contact form further down. Old inbound links redirect to /#integrator — landing on the tiers, not the form. Dumping someone straight at a contact form after they clicked an old search result is the wrong move. They came for information first, conversion second.
Added VDN to the platform grid — no link, neutral framing, no stack names. Infrastructure is live, public page isn't needed.
Cleared out on the second pass
→ "Ongoing" in the duration column became "Month-to-month" — same meaning, none of the "lifetime lease" tone → Selectel partner account number and "АУСН 8%" stripped from the trust strip — overloaded the line → "Not a Moscow wrapper" framing — too combative, pulled along with the Community section entirely → "9/30 results on Habr" became "write-up on Habr" — a fraction reads like a mid-race progress update → "Substrate" swapped for "infrastructure" and "foundation" — "substrate" in Russian reads biology
The lesson
Most headlines are a category — "AI company," "platform for X," "solutions for Y." Weak, because every neighbor writes the same thing about themselves.
The strong part lives in verbs: what we actually do, what we're accountable for, what we validate. That part usually ends up in the description — read only by the people who already scrolled past the headline.
The inversion: take the description, pull the verbs out, rewrite them as three beats — that's the headline. Let the description unfold. It does that better anyway.
Stack notes
Next.js 16, Tailwind v4, MDX. Two new React components (research-card + tier-card), one next.config.ts edit for the 308 redirect, three directories and a content file deleted. tsc clean, build renders eight static pages. Branch went to main the same evening — about two minutes from merge button to live page.