Your homepage is the most fought-over page on your site. Every team, every service, every announcement wants a spot. The result is often a wall of competing messages where nothing stands out, because everything is trying to.
Pick the one job
Great homepages have a clear primary job: communicate who you are and point people to the next step. That's it. Everything else is a supporting act, or belongs on a deeper page built for that purpose.
Guide, don't dump
Think of the homepage as a host, not a filing cabinet. It should welcome people, tell them they're in the right place, and gently direct them onward. Depth lives on the pages built to hold it.
- One clear message above the fold.
- One obvious primary action.
- Everything else earns its place or moves elsewhere.
Less really is more
Cutting a homepage back feels risky, but it almost always performs better. When there's less to process, the things that matter finally get noticed.