Why Your Homepage Isn't Converting (And What to Do About It)

Most homepages suffer from the same fundamental issue: they try to be everything to everyone. The result? They appeal to no one and convert no one.

Your homepage has approximately 3 seconds to communicate three things:

1. What you do
2. Who you do it for
3. Why someone should care

If you can't pass the 3-second test, visitors bounce. It's that simple.

Instead of thinking about your homepage as a brochure, think of it as a funnel. Every element serves a purpose:

Hero Section: Clear positioning statement (what you do + who you do it for)
Proof Section: Social proof, results, client logos
Mechanism Section: How you do it differently
CTA Section: Single, clear call to action

One of the biggest mistakes is having too many calls to action. "Book a demo," "Start free trial," "Read case studies," "Subscribe to newsletter" — it's paralyzing.

Pick one primary action. Make everything else secondary.

1. Audit your current homepage with the 3-second test
2. Identify your #1 conversion goal
3. Strip away anything that doesn't serve that goal
4. Test, measure, iterate

The best homepages aren't the prettiest — they're the clearest.