Most homepages try to say everything and end up saying nothing. Pick the one thing a visitor should do and cut the rest.

Open your own homepage and count the things it asks a visitor to do. Read the blog, follow on three networks, watch the film, join the list, book a call. Each one is reasonable. Together they are the reason nobody does any of them.

Pick the one thing

A restaurant wants a booking. A builder wants a quote request. A shop wants the first order. Write that down before anyone opens a design file, because every decision after it gets easier.

Then draw backwards

The first screen says what you do and offers the one thing. The next answers the first doubt. The one after that shows proof. If a section does not move a visitor closer to the one thing, it belongs on another page.

We have rebuilt more than a hundred homepages this way. The ones that work are never the ones with the most on them.