8 homepage mistakes that cost you customers
A homepage is where the visitor decides to stay or leave, usually in under five seconds. A handful of common mistakes account for most of that lost attention. Here are eight, with what to do about each.
First-screen mistakes
1. Talking about yourself, not the visitor. "We are the leading provider of..." loses to "Get X done in Y time."
2. Unclear offer. If a visitor has to guess what you sell, they leave. State it in the first sentence.
3. Slow load. Anything above 3 seconds for the first paint means a portion of visitors never see your homepage at all.
Content mistakes
4. Wall of text. Long paragraphs do not get read on a homepage. Use short blocks and clear headings.
5. Generic stock photos of smiling strangers. They add no trust. They quietly take some away.
6. No proof. No work shown, no reviews, no logos, no numbers. Without proof, even a good message lacks weight.
Action mistakes
7. No clear call to action. The visitor likes you, then has no idea what to do next. Make the next step obvious and prominent.
8. Hidden contact. Phone and form should be one click away, not buried two pages deep.
How to check yours
Show your homepage to someone who does not know your business. Give them five seconds and ask: what does this company do and what should I do next?
If they cannot answer, one of the above mistakes is on your homepage. Real reaction beats any opinion or theory.
What good looks like
A headline that names a benefit, not a category.
A subheading that adds the specific (for whom, in what context, by when).
One main call to action above the fold and again at the end.
Two or three proof points visible without scrolling far: client logos, a number, a short testimonial.
A real photo of you, your team, or your work somewhere on the page.
FAQ
Should the homepage be updated regularly?+
Yes. It should reflect your current offer. Outdated info and old work erode trust faster than most owners realise.
How much text should a homepage have?+
Enough to answer the visitor's main questions and no more. A scrollable homepage is fine if every section earns its space.
Can I use stock photos at all?+
Sparingly and only if they fit naturally. Real photos of your work and team always outperform stock for trust and engagement.