Your homepage is doing too much
Most homepages try to speak to everyone at once. Here is a calmer model — and the three things to cut first.
Felipe PitolSplendor teamMar 14, 20262 min readMost homepages try to speak to everyone at once and end up reaching no one. Here is a calmer model — and the three things to cut first.
The symptom
Every team wants their initiative above the fold, and consensus quietly becomes clutter. The page becomes a brochure to be complete rather than a path to be walked.
A homepage isn’t a table of contents for your company. It’s the first sentence of a conversation.
Why it happens
Nobody owns the homepage, so it grows by accretion instead of intent. The fix is editorial, not technical.
- Treat the homepage as a single argument, not a directory.
- Decide what it is not for.
- Hand it one owner with veto power.
A simpler model
Hook, proof, single clear path. That’s the whole shape. Anything that doesn’t sit in one of those three buckets belongs somewhere else on the site.
Hook
One promise, written in the visitor’s words, not yours.
Proof
Concrete enough that a stranger would believe it. Logos help; numbers help more.
What to cut first
Key takeaways
- Lead with one promise, not five features.
- Show proof early; specifics beat adjectives.
- Give the visitor exactly one obvious next step.
Measuring the change
Watch scroll depth and the click-through rate on the primary CTA. If both go up and your bounce rate stays flat, you cut the right things.
