The Homepage Revolution: From Confusion to Conversion

Master writing irresistible homepages, and you’re no longer just a brand…

You’re a walking customer magnet — effortlessly driving acquisition, retention, and scalable growth.

Here’s how to write homepages that convert visitors into customers:

From expert Anthony Pierri 🎸

Chapter 1: What’s the Purpose of a Homepage?

Unfortunately, most homepages suck!

Even though they’re one of the most viewed pages on any website, they tend to confuse or overwhelm visitors. The truth is, homepages are notoriously hard to write, especially as companies grow and their products and audiences expand.

Messaging gets vague, clarity fades away, and suddenly, your homepage isn’t doing what it’s supposed to do — you can see this across companies like Slack, Airtable, and Zoom.

The purpose of a homepage is simple: to compel customers to take action. It’s not meant to be a company encyclopedia or a dumping ground for every feature or use case.

It’s your asset designed to speak to your ideal customers — whether that’s booking a demo, trying the product, or visiting a subpage.

Catch the full deep dive here.

Chapter 2: The Four Bad Habits of Homepage Creators

1. Speaking to multiple audiences at once

↳ Trying to talk to everyone results in speaking to no one.
↳ Your focus should be on the primary audience and their specific pain points.
↳ Avoid generic messaging that lacks clarity or appeal.

2. Choosing the wrong champion

↳ Many homepages are written for executives or high-level decision-makers when they’re not the ones making the final call.
↳ So, tailor your messaging to the people who will actually use and advocate for your product.

3. Sharing multi-order benefits

↳ Everyone loves to use the ultimate business outcome (e.g., increased revenue) as the primary benefit. Result? Every company sounds the same.
↳ Your homepage should answer, “What will this do for me right now?”
↳ Focus on direct benefits, like saving time, resources, or simplifying a process, before jumping to bigger outcomes.

4. Using vision-messaging

↳ Let’s be honest: your customers don’t care about your vision or mission statements.They only care about how your product can solve their current problems.
↳ Your homepage should convey immediate, actionable value to users today.

Chapter 3: Writing Your Homepage

If you want to dive deep into writing homepages that turn visitors into loyal users — complete with examples and detailed breakdowns — everything is available in the comments below.