What Most Brands Get Wrong About Their Homepage (And How to Fix It)
- Wayne Middleton
- May 27
- 4 min read
Updated May 2025
Why Do So Many Homepages Miss the Mark?
If you've ever landed on a homepage and thought, “Okay… but what do they actually do?”—you're not alone.
Most homepages don’t fail because the design is bad or the copy is wrong. They fail because they lack clarity. They try to do too much. They speak in buzzwords. And in the end, they forget the most important purpose:
Your homepage should immediately tell the right person, “You’re in the right place.”
Over the past decade, I’ve worked with founders, marketers, and teams to rebuild websites that convert better—not through hacks, but by rethinking how the homepage communicates. Here's what I’ve consistently seen go wrong and how I help fix it.
Table of Contents
Common Homepage Mistakes
Mistake 1: No Clear Positioning
This is the one I see most often. The hero section—the most important part of your homepage—reads like a corporate mission statement or a vague vision deck.
“We help businesses grow through innovation.”This could describe thousands of companies.
Instead, you need a headline that says who you help and what specific result you create. It’s positioning at a glance.
“I help purpose-driven founders build brands that convert.”Now we know who it's for and what they get.
Mistake 2: Information Overload
Many brands try to cram everything into the homepage—services, team intros, social feeds, blogs, the works.
Here’s the thing: your homepage isn’t a sitemap. It’s a starting point.
Simplify. Let it guide users to the right next step, not overwhelm them with choices.
Mistake 3: Weak Visual Hierarchy
Even great design won’t work if users can’t scan the page easily. I see sites where everything competes for attention: no spacing, oversized typography, or a CTA button that blends into the background.
Design should guide the eye. Use contrast, whitespace, and clear call-to-action buttons that invite clicks—naturally.
Mistake 4: No Trust Signals (or They're Buried)
Trust should never be hidden behind a navigation menu. If you're a newer brand or consultant, the homepage is where you need to establish credibility fast.
Think logos of past clients, press mentions, testimonials, or even a photo of you with context. Let people feel the presence of real proof, not just promises.
Mistake 5: No Clear Next Step
I see many homepages that either don’t have a CTA at all, or it’s vague like “Learn More.” Learn what? Where does that take me?
Make your call to action specific. Make it bold. And yes, repeat it in more than one spot on the page.
What a Homepage Should Actually Do (In Under 5 Seconds)
When someone lands on your homepage, you have about five seconds to answer three internal questions they’re asking:
Is this for me?
What do they do?
What’s the next step?
If your homepage doesn’t answer those quickly, your bounce rate will tell you.
The Homepage Framework I Use with Clients
When I work with brands to improve their site performance, we use this simple but powerful structure:
1. Hero Section
One clear sentence: “I help [target] get [outcome].”
One CTA: Book a call, see work, or get started.
2. Trust Bar
Show logos, clients, press, or even a results snapshot.
3. Transformation / Services Overview
High-level summary of your key offers or outcomes.
4. What Makes You Different
Articulate your point of view. Show that you see things differently.
5. Social Proof
Pull in a testimonial or case study quote—keep it short and real.
6. Call to Action
Repeat it here. This is where conversion happens.
A Real Example: Small Fixes, Big Gains
A client in the fintech space had a technically sound homepage, but it felt like it was written for investors, not users.
We rewrote their hero section, added a results snapshot just below the fold, and swapped their vague CTA for a direct one: “Book a demo.”
In 30 days:
Bounce rate dropped by 21%
Booked calls increased by 44%
They started getting better-fit leads who already understood their value
Sometimes the biggest wins come from small refinements.
FAQs
What’s the most important part of a homepage?
The first screen. What users see before they scroll sets the tone. Get the headline, subtext, and CTA right, and everything else performs better.
Should a homepage be long or short?
It should be as long as it needs to be to communicate clearly. Some brands can convert above the fold. Others need more context. Focus on structure, not word count.
Can I use multiple CTAs?
Yes, but not multiple types of CTAs. Repeating a single, clear action (like “Book a call”) is effective. Offering three different paths (“Watch video,” “Download guide,” “Talk to sales”) can dilute focus.
TL;DR
Your homepage should immediately communicate who it’s for and what you help them achieve
Avoid generic copy and overloaded layouts
Use hierarchy, clarity, and proof
Guide users to one strong, compelling next step
Written by Wayne Middleton
Creative Strategist | UX Thinker | Brand Positioning for Performance
Helping modern brands go from unclear to unforgettable.
