3 Costly Homepage Mistakes (And How to Fix Them)

Written By Noah Swanson

Your homepage is your digital front door. But if it’s confusing, cluttered, or missing a doorknob? People leave.

We see it all the time: gorgeous websites that don’t convert. And the fix is usually simpler than you think.

In this post, we’ll cover 3 of the most common homepage mistakes—and how to fix them fast. These changes can lead to more trust, more clicks, and more sales.

Mistake #1: No Clear Headline

If someone lands on your homepage and can’t figure out what you do in 5 seconds (or less), they’re gone.

This is the biggest (and most common) mistake. Your headline should clearly say:

  • What you do

  • Who you help

  • Why it matters

Don’t make them scroll or guess. Be bold. Be specific. Skip the cute wordplay.

Example: Instead of “Marketing That Moves,” try “We Help Local Contractors Book More Jobs with Story-Driven Content.”

If your headline doesn’t speak directly to your customer, you're missing clarity. Learn why brands need to position the customer as the hero in Why Your Brand Needs a Hero—And It’s Not You.

Mistake #2: No Call-to-Action Above the Fold

Your visitor made it to your site — now what?

If there’s no clear call-to-action (CTA) above the fold — like “Book a call” or “Get a quote,” — you’re losing potential leads.

Make the next step obvious. Repeat your CTA throughout the page, not just at the bottom.

This is a common issue — 70% of small-business websites lack a prominent CTA above the fold. Learn more about how small oversights like this are hurting revenue in 5 Marketing Mistakes Killing Your Revenue.

Mistake #3: No Proof or Trust Signals

People are skeptical. They need to trust you — fast.

That means showing results, logos, testimonials, or case studies high up on the page.

  • Add a review with a headshot.

  • Show how many clients you’ve helped.

  • Include recognizable partner or client logos.

If you’re not showcasing social proof or real results quickly, you’re missing trust-building opportunities. See how trust-building content works in Content Marketing for Contractors: Build Trust and Attract More Customers.

Bonus Mistake: Your Copy Sounds Like Everyone Else

Once you resolve those three mistakes, go back over your copy (i.e. the written words on your website), and give them personality — and more specifically, your brand’s personality.

Because generic = invisible.

If your homepage is filled with phrases like “Solutions that drive success” or “Empowering innovation,” it might sound impressive, but it doesn’t mean anything.

Your copy should sound like you. Not like a committee wrote it.

Want to avoid sounding like every other brand? Read Top 5 Branding Mistakes I See (And How to Fix Them).

Recap: What Your Homepage Needs

Here’s your quick-fix checklist:

  • Clear, customer-focused headline

  • Strong CTA above the fold

  • Social proof or trust signals near the top

  • Clean design and sharp copy

Want to turn browsers into buyers?

Start with the headline. Then the CTA. Then the proof. Simple tweaks can lead to serious conversions.

If you’re ready to refine your homepage messaging, go deeper with How to Create a Unique Value Proposition (UVP) That Stands Out.

And if you want help with the copy itself, we’re happy to take a look.

Drop your URL — we’ll send one free tip to boost conversions.

Noah Swanson
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