Make the first screen explain the store
Use the first mobile screen to state what the store sells, who it serves, and where a new visitor should go next.
Skip this if Campaign-specific traffic that should land on a dedicated page rather than the homepage
Open the homepage in a phone-sized preview and cover the logo. A stranger should still be able to name the product category, the intended use, and a useful next tap before scrolling.
That is the launch decision: give the first mobile screen those three orientation jobs. Brand personality can shape the language, but it cannot replace concrete information.
The rest of this lesson is available once the Atlas is unlocked.