Remember the last time you went to a chic shopping district? Every store’s entrance and front window was designed to appeal to its ideal customer.
And, often, this was done at great expense.
Why?
Because that’s what it takes to compete.
The same is true for your website.
Mostly, anyway. Why? Because the cost of a well-designed homepage is not much higher than that of a poorly designed homepage.
Your homepage is where visitors decide—often in seconds— whether to stay and explore, or bounce away, never to return. It’s like a brick-and-mortar store.
Too many websites treat their homepages as static billboards instead of dynamic gateways. If your homepage doesn’t guide visitors toward meaningful action, it’s a dead end.
The good news? You can transform your homepage into a high-performing entry point that:
· engages visitors,
· builds trust, and
· drives conversions.
And it often only takes a few tweaks.
Here are three common homepage mistakes—and how to fix them.
Mistake #1: No Clear Value Proposition
What’s a value proposition? It’s the text that tells your visitor why.
The why is the most critical element of your website.
Consider this: You have a business that makes baseball bats. If your visitor landed on your site intentionally, they already know you sell baseball bats. What they want to know is why they should care. What makes your bats a better choice than the baseball bats your competitor makes? Cost? Durability? Something else?
Yet many homepages have:
· Vague taglines, industry jargon, or generic statements that fail to communicate real value.
· Or a picture that is supposed to set a mood or atmosphere but doesn’t immediately say what the company sells. I remember the website of a financial planner I once had reason to visit. The company name was the planner’s last name with “and associates” attached. The image that met me when I pulled the site up was a sailboat on a beautiful lake. Nothing told me what they offered or why I should care.
· Or, and I see this too often to count, an explanation about how the business started. Your visitor doesn’t care—at least, not until they know that your product or service solves their problem.
The Problem:
- Visitors can’t quickly determine what your business offers.
- Messaging is unclear, overly complicated, or filled with industry buzzwords.
- Your unique selling proposition (USP) isn’t obvious.
The Fix:
Craft a compelling headline. Use clear language that explains what problem you address and who your target audience is. Example: “Helping Small Business People Secure Your Future with Expert Financial Planning.”
Add a supporting subheadline. Expand on headline with a brief statement clarifying how you deliver results. Example: “Expert Guidance for Secure Retirement, Smart Investments, and Peace of Mind.”
Make it scannable. Use bold text, bullet points, and short paragraphs to ensure visitors can grasp your message at a glance.
Mistake #2: No Clear Call-to-Action (CTA)
I find that a large percentage of small business owners don’t understand what a Call to Action (CTA) is. As a result, they don’t know how to use one and don’t understand its importance.
A CTA is simply a button that tells the visitor what to do next to get what they came for.
It must be strong. “Shop Here” doesn’t cut it. Instead, something like “Get 10% off your first order,” or “Download Your Free Report” will serve much better.
A homepage without a strong call-to-action is like a road with no signs. Visitors land on your page, but they don’t know what to do next—so they leave.
The Problem:
- No obvious next step for visitors.
- Too many conflicting CTAs create confusion.
- CTA buttons are weak, hidden, or unconvincing.
The Fix:
Make your CTA clear and prominent. Your primary CTA should stand out visually and be placed above the fold (visible without scrolling). For example, “Get a Free Initial Retirement Review” or “Schedule a Consultation Today.”
Limit distractions. Focus on one main CTA and, if necessary, one secondary option. Having too many choices can overwhelm visitors and decrease conversions.
Use action-oriented language. “Shop Here” isn’t effective. Something like “Get 10% Off Your First Order” or “Download Your Free Report” will do much better.
Mistake #3: Poor User Experience (UX)
Your homepage might have great content, but it has a Poor User Experience (UX) if it is:
· Difficult to navigate
· If it hides key information
· Or if it is slow to load
If it has any or all of these, visitors will leave.
The Problem:
- Slow loading times frustrate users.
- Cluttered design makes information hard to find.
- Not optimized for mobile devices.
The Fix:
Optimize for speed. Compress images, use a reliable hosting provider, and enable caching to improve loading times.
Keep it clean and simple. Use a structured layout with plenty of white space, easy-to-read fonts, and a logical flow.
Ensure mobile friendliness. More than half of web traffic comes from mobile devices. Ensure your website looks good and works well on screens of all sizes.
Guide the user’s journey. Design your homepage to guide visitors from awareness to action using:
1. Visual hierarchy (put the most important things where they are seen first)
2. Straightforward navigation
3. And engaging design
The Bottom Line: Your Homepage Should Be a Pathway, Not a Dead End
A homepage should do more than look good—it should guide visitors toward a goal. If your homepage is lacking:
· a clear value proposition,
· a strong call-to-action, or
· a seamless user experience
It is likely to lose leads and sales.
By fixing these three common mistakes, you’ll create a homepage that:
- keeps visitors engaged,
- builds trust,
- and ultimately drives results for your business.
Want to know if your homepage is working for or against you? A professional website audit can uncover hidden issues and offer actionable solutions. Let’s fix your homepage and turn visitors into customers!