Business owners tend to treat the homepage like a brochure that has to cover everything at once — every service, every credential, every award. The result is a page that says a lot and communicates very little, because a visitor scanning for six seconds doesn't absorb any of it.
What actually needs to be there
One clear statement of what you do and who it's for, visible without scrolling. One obvious action — call, book, quote — repeated at least twice on the page. Enough proof to build basic trust: a handful of reviews, a client logo or two, a specific number if you have one worth mentioning. That's genuinely most of what a homepage needs to do its job.
What to move elsewhere
- Detailed service descriptions — these belong on their own dedicated pages, both for the visitor's clarity and for SEO.
- Your full history and story — this belongs on the About page, for the smaller number of visitors who want it.
- Every certification and award you've ever received — pick the two or three that actually matter to a first-time visitor; the rest can live on a credentials page.
Why less genuinely converts better
A visitor deciding whether to trust a business makes that call in seconds, not minutes. A homepage crowded with everything you've ever done asks them to do the sorting themselves — and most won't bother. A homepage that makes the decision easy, by showing only what actually matters at first glance, gets more of those seconds to count in your favor.
When I redesign a homepage, the first pass is almost always subtraction — moving things to their proper pages — before any new design work happens at all.