Your homepage is the digital storefront of your business. It’s often the first impression someone will have of you — and if it’s not doing its job, you could be losing potential customers before they even get to know you.

As a Webflow designer and web design partner for small businesses, I’ve worked with many entrepreneurs who come to me wondering why their websites aren’t converting. More often than not, the problems are right there on the homepage.

Here are the 10 most common homepage mistakes I see (plus actionable tips on how to fix them):

1. ❌ Unclear Headline

Why it’s a problem:

Your headline should immediately tell visitors what you do and how you help them. If they have to guess, they’ll leave.

How to fix it:

• Write a headline that clearly states who you help and what you help them achieve.
• Use the formula: “I help [target audience] [achieve X result]”
• Example: “Helping Small Businesses Build Beautiful, High-Converting Websites That Bring in Clients.”

2. ❌ No Strong Call-to-Action (CTA)

Why it’s a problem:

If visitors don’t know what to do next, they’ll do nothing.

How to fix it:

• Add one clear, primary CTA — like “Book a Call,” “Get a Quote,” or “Shop Now.”
• Make it visible in the hero section and repeat it throughout the page.
• Use action-oriented language like “Start Growing Today” or “Let’s Build Your Website.”

3. ❌ Cluttered Design Without Clear Focus

Why it’s a problem:

‍Too much information or too many competing elements overwhelm visitors and dilute your message.

How to fix it:

• Embrace white space — let your content breathe.
• Highlight the most important content above the fold.
• Limit your color palette and fonts for consistency and simplicity.

4. ❌ Slow Load Times

Why it’s a problem:

‍A slow site kills conversions. People won’t wait around for a homepage to load.

How to fix it:

• Optimize images using tools like TinyPNG or Image Compressor.
• Remove unnecessary animations and code bloat.
• Use Webflow’s built-in optimizations and test with Google PageSpeed Insights.

5. ❌ Missing Trust-Building Elements

Why it’s a problem:

‍Visitors need proof that you’re legitimate and trustworthy.

How to fix it:

• Add client testimonials with photos and names.
• Display badges, certifications, or partner logos.
• Include “As Featured In” mentions if applicable.
• Add a short ‘About You’ section with a friendly photo.

6. ❌ No Clear Value Proposition

Why it’s a problem:

‍Your homepage should answer the question: “Why should I choose you over someone else?”

How to fix it:

• State your unique selling proposition (USP) right after the headline.
• Example: “Custom websites for small business owners who want more leads — without the stress.”
• Be specific about how you’re different.

7. ❌ Lack of Mobile Optimization

Why it’s a problem:

‍More than half of web traffic comes from mobile devices — if your site doesn’t look good on mobile, you’re losing visitors.

How to fix it:

• Test your homepage on multiple devices (Webflow makes this easy!).
• Use touch-friendly buttons and fonts that are legible on small screens.
• Avoid elements that require pinching or zooming.

8. ❌ Poor Visual Hierarchy

Why it’s a problem:

‍If everything looks the same, visitors won’t know where to focus.

How to fix it:

• Make headlines bold and larger than subtext.
• Use contrasting colors for CTAs.
• Use images and icons to break up text and guide the eye.
• Place the most important information near the top.

9. ❌ Vague or Generic Copy

Why it’s a problem:

‍Generic phrases like “We offer solutions” don’t inspire confidence or action.

How to fix it:

• Use clear, conversational language.
• Write like you’re speaking to one person.
• Focus on benefits, not just features. Example: Instead of “Responsive design,” say “Your website will look great on every device, so you never miss a lead.”

10. ❌ Ignoring SEO Essentials

Why it’s a problem:

‍If your homepage isn’t optimized, people won’t find you in search results.

How to fix it:

• Add meta titles and descriptions that include your target keywords.
• Use headings (H1, H2, H3) properly — only one H1 per page.
• Add alt text to all images.
• Optimize page load speed and mobile responsiveness for better rankings.

Your Homepage Should Work for You

Your homepage isn’t just a pretty digital business card — it should attract, engage, and convert visitors into customers. By fixing these 10 common mistakes, you can turn your homepage into a powerful tool that works for you 24/7.

If you’re not sure where to start, grab my free Ultimate Homepage Checklist — it’s packed with actionable steps to make sure your website is set up for success.

And if you’d like a second pair of eyes on your homepage, I’d love to help!

Book a free homepage audit call here.