Why your homepage is trying to do too much — and says nothing

Let me guess:
Your homepage needs to speak to multiple audiences.
Showcase your full list of services.
Reassure stakeholders.
Explain your point of difference.
Link to everything.
And do it all… above the fold.

Sound familiar?

This is the homepage trap.
The moment where “we just want it to be clear” becomes “we need to say everything, immediately.”

So you cram it all in.
You add more links. More headlines. More blocks of text.
You try to please everyone — and end up with a page that’s confusing, cluttered, and surprisingly vague.

Because when your homepage tries to do everything, it ends up doing… not much at all.

The problem with trying to say it all upfront

When you try to say everything, you end up saying nothing with any real weight.

You end up with generic headlines like:
“Solutions for every stage of your journey.”
“Built for teams of all sizes.”
“Helping businesses grow, innovate, and succeed.”

Technically accurate? Maybe.
Emotionally engaging? Not even close.

And the more you add — audiences, services, product lines, proof points — the more your message gets diluted. You’re not helping your reader. You’re making them work.

Because now they have to figure out:

• Who is this for?
• What do you actually do?
• Where do I start?

And most of them won’t bother.
They’ll skim, scroll, and leave — because the one thing your homepage didn’t give them was clarity.

What a homepage should do (and what it doesn’t need to)

Your homepage isn’t a directory.
It’s not a brochure.
And it’s definitely not the place to explain everything you offer, to everyone, all at once.

A good homepage does three things — and does them fast:

1. Tells the right person they’re in the right place
   → Clear audience signal. No vague “we help businesses” lines.
2. Gives them a reason to care
   → Sharp messaging. A clear pain point, benefit, or positioning line.
3. Shows them where to go next
   → Strong CTA or clear page hierarchy (not “explore everything” chaos).

That’s it.
If your homepage does that, you’ve done your job.

What it doesn’t need to do:

• List every service you’ve ever offered
• Speak to every possible audience segment
• Summarise your entire brand story
• Say “solutions” seventeen different ways

If your reader needs more detail, they’ll click deeper. But they’ll only do that if you’ve made them feel seen first.

What trying to do too much really costs you

When your homepage tries to cover everything, the cost isn’t just a cluttered layout.

It’s:

• Missed leads — because your ideal audience didn’t see themselves in your copy
• Lower conversions — because the next step wasn’t clear or compelling
• Wasted scroll space — because you prioritised presence over purpose
• Brand confusion — because your message was polished, but vague

Worst of all, it creates internal confusion too.
When no one agrees on what the homepage is supposed to say, it turns into a catch-all — not a strategic entry point.

Which means every time you update it, you’re not refining.
You’re negotiating.

And if you’re having homepage meetings that feel more like turf wars than messaging sessions? You’re not alone.

The one-page, one-audience fix

If your homepage feels like it’s doing too much, it probably is.
And the fix is surprisingly simple:

One page.
One audience.
One clear message.

Start by asking:
Who is this page really for?
Not who could use our product. Not who might click this link.
Who is the main person we want to land here, feel seen, and take the next step?

Then build the page around that person.
Write your headline for them.
Speak to their problem.
Give them one clear action to take — not eight options to explore.

It won’t make your homepage boring. It’ll make it useful.
And that’s the difference between a site people bounce from, and one they trust enough to keep reading.

Simpler doesn’t mean smaller. It means sharper.

You don’t need a homepage that says everything.
You need one that says the right thing to the right person — fast.

Because clarity isn’t about cutting corners.
It’s about cutting the guesswork.

When your homepage has a clear message, a clear audience, and a clear path forward, the rest of your site gets easier. Your content makes more sense. Your leads are more qualified. And your team stops arguing about what the headline should say.

One page. One audience. One message. That’s the fix.

If your homepage is trying to do everything and not quite landing anything, let’s fix that. I write clear, strategic homepage copy that helps the right people stick around — and actually take action.