We rewrite dozens of homepages a year, and the same seven mistakes appear in nearly every first draft clients send us. Run through this list before your next redesign — each fix takes minutes and compounds fast.
1. A headline that could belong to anyone
"Welcome to our website" and "Solutions for tomorrow" say nothing. A headline must name the outcome: who it is for and what changes. If a competitor could paste your H1 onto their site unchanged, rewrite it.
2. Burying the call to action
Visitors decide in seconds. If the first screen has no button, you have built a brochure, not a funnel. One primary CTA above the fold, repeated after every major section.
If a competitor could paste your headline onto their site unchanged, it isn't a headline yet.
3. Leading with features instead of outcomes
Nobody wakes up wanting "robust synergy." They want fewer returns, faster launches, calmer Mondays. Translate every feature into the morning after it works.
4. Stock-photo promises with no proof
"Trusted by thousands" next to a smiling stranger converts nobody. Swap it for one named client, one number and one quoted sentence — specificity is the whole game.
5. Walls of text
Five-line paragraphs get skipped on mobile. Two lines, a subhead, and room to breathe will double how far people scroll.
6. Jargon as a trust signal
Insider terms don't impress outsiders; they exclude them. Read the page aloud — anywhere you stumble, a prospect bounces.
7. No scent from ad to page
If your ad promises pricing and the page opens with philosophy, the click dies confused. Mirror the ad's words in the H1 within the first screen.
Fix all seven and most homepages lift enquiries within a quarter. Want it done for you? Our website content service rebuilds the full page hierarchy around one conversion goal.
