What Your Homepage Must Say (and What It Shouldn't)

Your homepage is your first impression, your digital handshake, your storefront window—and it has to do a lot of heavy lifting. It’s not just about being pretty. It needs to communicate quickly, clearly, and confidently: who you are, what you do, who it’s for, and—most importantly—why it matters. If you get this wrong, visitors click away. If you get it right? They stay, they scroll, and they start to trust.

Let’s break down what your homepage must say—and what it absolutely shouldn’t.

Above the Fold: Clarity Beats Cleverness Every Time

The section people see before they scroll is gold. Think of it like walking into a room: if you’re confusing, too quiet, or talking only about yourself, people won’t stick around.

Your homepage above the fold must include:

• A clear headline. One sentence. Not a riddle. Not a vibe. Say what you do.

• A supporting line. Add context or explain who it’s for. Make it obvious.

• A visible call to action. Don’t be shy. Whether it’s "Book a Consult," "Start Here," or "Shop Now," tell them where to go next.

Example: A therapist might say, "Trauma-informed therapy for adults ready to heal." The button? "Book a Free Call."

What not to do: Don’t open with a vague phrase like “Empowering lives through transformation.” It’s beautiful. It’s poetic. But what does it mean?

What’s In It For Me? (AKA Your Value Proposition)

If your homepage doesn’t make your visitor feel seen, they’ll bounce. This part of your site isn’t about how great your service is—it’s about how your visitor’s life, business, health, or mindset will improve by working with you.

To write this well:

• Talk about outcomes.

• Speak directly to the pain points.

• Avoid industry jargon unless it adds trust.

For a real estate agent: "Helping busy families find their forever home—without the bidding war stress."

This isn’t the time to list every certification you’ve got. Instead, show that you get them.

Show Your Face (and Why You’re Worth Listening To)

People don’t trust faceless brands. They want to know there’s a real human behind the screen—someone competent and approachable.

Your homepage should include:

• A brief intro section with your photo (not a headshot that screams LinkedIn from 2006—make it warm and real).

• A line or two about your experience framed through their lens. Not, “I have 15 years of experience,” but “Over the last 15 years, I’ve helped over 200 professionals turn burnout into balance.”

Don’t overdo it. This isn’t your whole story. It’s a glimpse that builds credibility and comfort.

And don’t be afraid to show some personality. If you’re warm and funny in real life, let that come through. Clients aren't just looking for skill—they're looking for someone they trust and enjoy working with.

Proof. Not Hype.

You need social proof, but it has to feel authentic. No one trusts a wall of anonymous five-star reviews anymore. Here’s what works better:

• One or two meaningful testimonials with names, photos, or context.

• A quick case study-style story (just a short paragraph!) showing where someone started, what they did with you, and the result.

Think: "When Marcy opened her boutique skincare studio, she was overwhelmed. We built her a custom brand and website that now brings in consistent monthly bookings—and she has a waitlist."

That’s trust-building gold.

Consider adding other forms of social proof too—logos of well-known clients you’ve worked with, industry certifications, or press features (if applicable). Keep it subtle but strategic.

Invite Them In—Don’t Overwhelm

Your homepage should guide visitors deeper into your world, not dump every detail upfront. Keep it clean and focused.

Navigation should include:

• Services or Offerings

• About

• Contact

• Blog (optional but powerful for SEO)

Avoid:

• Endless dropdown menus

• Cluttered sections full of irrelevant info

• Auto-playing videos or music (seriously, just don’t)

Less is more. Say just enough to intrigue and then let them explore at their pace.

And don't forget mobile users. If your homepage looks great on desktop but turns into a chaotic mess on a phone, you're losing leads. Make sure your layout, CTA buttons, and navigation are mobile-friendly and lightning-fast.

Language Matters More Than You Think

How you say things is just as important as what you say. Your copy should feel like a conversation—not a corporate brochure or a therapy session (unless you’re a therapist—then be the realest one on the internet).

Use contractions. Talk like a person. And for the love of all things human, don’t write in third person unless you’re a private school or law firm (even then, question it).

Bad: "ABC Consulting offers world-class solutions to maximize ROI."Better: "We help you simplify your operations so you can focus on what actually matters—like growing your business or finally taking a weekend off."

Make your homepage copy feel like the start of a conversation—one they actually want to keep having.

What Your Homepage Shouldn’t Say

Let’s hit a few homepage don’ts:

Don’t:

• Lead with buzzwords like "synergy," "solutions," or "innovative."

• Talk about yourself for five paragraphs before ever acknowledging the reader.

• Ask people to “subscribe to our newsletter” with no context or incentive.

• Bury your contact info or CTA three scrolls deep.

• Use giant blocks of text. People skim. Format accordingly.

Also, don’t stuff your homepage with every possible detail. Save the deep dive for your services or FAQ pages. Your homepage should tease, not teach. It should spark curiosity, not answer every possible question.

A Homepage That Works Feels Effortless

When your homepage hits the right notes, people don’t just read it—they feel it. They get a sense that you understand them. That you’re credible. That you offer something worthwhile. That you’re a step ahead and ready to guide them.

Let your homepage act like a welcome mat: warm, clear, and inviting. It should point people where they need to go, answer their unspoken questions, and build that all-important trust from the very first glance.

Because when your homepage speaks to the right things—and stays quiet on the rest—you’re not just making a good impression.

You’re opening the door to real connection.