Your website’s home page is like the front door to your business. When visitors arrive, you only have about seven seconds to grab their attention and convince them to stay. This means your home page must immediately answer three key questions:
- What do you do?
- What problem do you solve?
- What action do you want visitors to take?
Failing to address these questions quickly and clearly is one of the biggest mistakes businesses make.
Let’s explain how you can fix it.
Mistake 1: Talking About Yourself, Not Your Visitors
Too many home pages focus on the business: “We’ve been in operation since 1995,” “Our team is highly skilled,” or “We’re proud of our awards.” While this information is important, it’s not what visitors care about first. They want to know how you can help them.
Fix: Use language that focuses on your visitors’ needs. Show them that you understand their problems and have the solution.
Mistake 2: Being Vague or Overly Complicated
Buzzwords, jargon, and unclear messaging can leave visitors confused. If they can’t quickly understand what you do, they’ll leave.
Fix: Keep it simple and direct. Avoid technical terms unless your audience expects them, and always prioritise clarity over cleverness.
Mistake 3: Missing a Call to Action
Even if your visitors like what they see, they won’t act unless you tell them exactly what to do. A missing or unclear call to action (CTA) means missed opportunities.
Fix: Make your CTA specific and action-oriented. Use phrases like “Get a Free Quote,” “Book Your Consultation,” or “Start Your Project Today.”
Practical Examples
Here are two examples of how businesses can apply these principles to create effective home page text:
Example 1: Garden Room Manufacturer (North of England)
Headline:
“Your Perfect Garden Room, Built for Your Lifestyle”
Subheadline:
“Need extra space? We design and build bespoke garden rooms for work, relaxation, or entertaining, tailored to your needs. Enjoy a stress-free process from design to installation.”
Call to Action:
“Get Your Free Design Consultation Today”
Example 2: Architect Specialising in Industrial Projects
Headline:
“Expert Industrial Architects for Complex Projects”
Subheadline:
“Struggling to optimise your industrial site? We help businesses in Distribution, Logistics, Energy, and Manufacturing create efficient, sustainable spaces that work for you.”
Call to Action:
“Speak to an Industrial Architecture Specialist Today”
Remember: your home page isn’t about showcasing you—it’s about helping your visitors quickly understand how you solve their problem and guiding them to take action. Focus on clear, visitor-centric messaging and strong calls to action to make those crucial first seven seconds count.
Does your home page pass the seven-second test? If not, it might be time for a refresh.
