You know this as a buyer.
When you plan to buy a B2B service, you go to that brand’s website.
You read the homepage.
You try to understand what they do, how they do it, and how they are different.
And based on what you see, you form an opinion and make a decision: to take the next step with that brand or not.
Well, your potential buyers do the same too.
That’s why your home page is important.
It’s not a conversion-first channel like a landing page.
But it’s more of an introduction and credibility channel, depending on that potential client’s buying stage.
So yes, what you say and how you say it on your homepage can make or break your business.
What’s tricky is when it doesn’t work, you don’t notice it immediately.
It’s silent.
You just see some bounces in your analytics tool, but that’s it.
Nobody shows you a “lost revenue” alert.
But you do lose revenue if your homepage is weak.
You only notice the problem after you realize many prospects come to your sales calls confused about what exactly you provide or how you are different.
And at that moment, you also realize many other prospects who visit your site don’t contact you because they don’t understand your brand’s value or misunderstand it.
If you want buyers to choose you, your homepage has to do a few key things.
Here are 14 of them as a checklist, so you can assess yours:
- Problem: Does your home page clearly name the customer problem you are solving?
- Value: Does it show the value they’ll get working with you? Or is it hidden behind generic overused words like transform, unlock, or streamline?
- Differentiation: Does it tell how your brand is truly different than others? Or could your competitors also use the same copy by just changing the name and logo?
- Targeting: Does it call out your ideal client profile? Would your ideal prospects immediately know they are in the right place?
- Market Category: Does it tell your brand’s market category so prospects can immediately have an idea of what you do?
- Simplicity: Even if they have never worked with a brand like yours before, could they still understand every word and idea?
- Brand Ideology: Does it convey your brand’s core messages and ideology?
- Distinctiveness (verbal): Is everything in your brand’s distinct tone of voice?
- Distinctiveness (visual): Does it have a distinct visual identity?
- Offers: Does it show possible ways they can work with you?
- Brand Narrative: Are your offers introduced within a narrative? Does it show prospects a clear villain and raise the stakes of not beating it? Or does your homepage list a ton of capabilities without connecting them to the buyer’s life?
- Call to Action: Does it give an easy way for them to contact you or take the next action?
- Mental Availability Channels: Does it provide a valuable way for them to stay in touch with you? Nobody wants to “subscribe to a newsletter.” But people do want to get better at what they are doing.
- Objection Handling: Does it handle the common objections related to your company and your offers?
Have an honest look at your home page from a new visitor’s perspective and go through the checklist.
If you’ve answered “no” to most of these questions, it’s not only your copywriter’s fault.
As you can see, these points require clarity about your brand’s positioning and messaging first.
And that’s the founder’s and executive team’s job.
Without that clarity, your home page can’t turn visitors into clients.
There is a reason why “home page copy” comes last in our Profit-Led Branding Framework.
Because only a solid strategy and clarity around your positioning make tactics meaningful.
Strategy first, tactics later.
So remember, your homepage is speaking to your potential buyers 24×7.
The question is: what is it really saying?
–
Enjoyed this article?
Then you’ll love the How Brands Win Newsletter.
Get the “7 Positioning Sins That Cost B2B Brands Millions” guide when you join. It’s free.
