Why Your Homepage Is Doing the Wrong Job (And the Brief That Fixes It in 48 Hours)
Most homepages we audit have one thing in common: they try to do every job at once and end up doing none well. “About us, our services, recent work, testimonials, blog teasers, partner logos, newsletter signup…” — a list, not a conversion path. Here’s the brief our web design team uses to fix it.
Pick the primary conversion
What is the single most valuable thing a first-time visitor can do? For most B2B service businesses it’s “book a discovery call”. For DTC it’s “add to cart”. For SaaS it’s “start a free trial”. Whatever it is, write it on a sticky note. Every section of the homepage now exists to push toward that action — or it gets cut.
Hero: one sentence, one CTA
The hero is not a place to demonstrate cleverness. It is a place to answer “what does this company do and is it for me?” in three seconds. One headline (the value proposition), one subhead (the differentiator), one primary CTA (your chosen conversion). Everything else is noise.
Three trust signals, max
Trust is non-negotiable but redundant trust is filler. Pick three: ratings, project count, named clients, an awards badge — whatever is most credible. A wall of logos with no context is decoration, not proof.
Show the work, prove the claim
One or two case studies with the metric front and center (+312% organic traffic, 2.4× ROAS in 60 days). Specific numbers outperform vague claims by a wide margin. See our case studies page for examples.
Service ladder, not a service list
Don’t list nine services equally. Lead with the one most visitors will buy first; surface the others as natural follow-ons. If your services genuinely cluster, link them in topic groups (we run SEO alongside Content alongside PPC for this reason).
One FAQ, not a wall
5–6 questions answered honestly. The goal is removing the most common objections before the visitor reaches the CTA — not building an SEO doormat. (If you want a long-form FAQ for SEO, put it on a deeper page.)
Then close — twice
End-of-page CTA and a contextual mid-page CTA. Two opportunities, two different framings.
Run this with our team
If you want this discipline applied to your homepage, talk to our web design team or request a 30-minute homepage review.
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