Introduction

Most homepages confuse people. This guide shows how to write one that clearly tells the right person what your product does and why it matters.

What's the Problem It Solves?

Many homepages are written to impress everyone but end up helping no one. This guide explains how to fix unclear messaging so real customers know what your product is, who it’s for, and why they should care.

Quick Summary

As companies grow, their websites often try to do too much. They speak to too many people, brag about big goals, and focus on high-level results like “more revenue” without explaining what the product actually does. This makes it hard for new visitors to understand if the product is for them. A good homepage should do just one thing: help the right kind of customer take the next step, whether that’s booking a demo or trying the product.

The article explains four bad habits that ruin homepages: trying to talk to everyone, writing for the wrong person (like the CEO instead of the user), only focusing on long-term benefits, and using big-picture vision instead of clear, real product info. Instead, a great homepage picks a clear target audience, explains how the product helps them, and shows the main value in simple terms. The guide breaks down a four-step process for building a better homepage-starting with choosing your audience and ending with a layout that mirrors a good sales call.

At the heart of it, the advice is simple: focus on clarity over cleverness. Don’t try to impress everyone. Focus on real people, real problems, and real reasons to use your product. A homepage isn’t a mission statement or a pitch to investors. It’s a tool to help your best-fit customers understand you fast and take action.

Key Takeaways from the Article

• Your homepage is for your customers-not investors, not job seekers
• Don’t speak to everyone-pick one clear audience and focus on them
• Most companies get homepage messaging wrong by using vague language or big promises
• Avoid writing for people who don’t buy software (like CEOs at big companies)
• Focus on first-level benefits that explain what the product actually does
• Avoid “vision-speak”-stick to real words that real users understand
• Choose either a competitor to compare with or a workflow to improve (never both)
• Use the 4-part formula: Audience → Positioning → Value Props → Page Layout
• Match your homepage flow to how you'd talk on a good sales call
• Being clear, not clever, is what actually drives product signups and sales

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