Is it time to fire your homepage for not doing its job?

Hey there,

Ok yes, that was clickbait. I’m sure your homepage is great, but if you do get a bit nervous to share it with prospects (or even friends and family at the annual family meet up) then maybe it’s time to rethink things.

Your homepage is the most valuable real estate on your website.

And yet, when companies rebrand – especially this time of year – it’s where the most mistakes happen.

Here are 5 common mistakes B2B SaaS companies make on their homepages – and what to do instead.

1. Talking about yourself too much

No one’s visiting your site just to read your origin story (at least not yet). They’re here to figure out how you can help them.

✔️ What to do instead:

Make it about them. Start with their challenges and desired outcomes – not your accolades.

• ❌ “We’re an award-winning platform…”

• ✅ “Struggling with [specific problem]? We help [audience] achieve [specific result].”

2. Being vague about your audience

If your homepage tries to speak to everyone, it ends up connecting with no one. And let’s be honest – how many times have you spent hours crafting a persona doc, only to let it gather digital dust in Google Drive?

✔️ Here’s how to fix it:

• Call out specific roles: “For CFOs managing complex budgets.”

• Balance your messaging: roughly 1/3 decision-makers, 1/3 recommenders, 1/3 users.

Being specific not only resonates with the right people – it also helps filter out the wrong ones. In the long term this will also qualify out non-fit prospects and help reduce your sales cycle.

3. Leading with features, not pain points

It’s easy to get carried away listing all the cool things your product can do. But overwhelming visitors with too much detail early on will just leave them confused.

✔️ What to do instead:

• Focus on the top 3 problems you solve and the benefits they’ll get.

• Save detailed feature lists for product or solution pages.

Remember: most visitors spend 5 minutes or less on a homepage. You don’t have time to make them guess what’s in it for them.

4. Find your empathy point

A flashy product might grab attention, but your “why” is what builds loyalty. If your homepage doesn’t reflect your core values, you risk blending in with your competitors.

✔️ How to fix it:

• Find ways to evoke an emotional reaction.

• Why should a customer buy into your mission? Are you communicating why you’re the right emotional choice (yep, even in B2B or SaaS, you need to carve the preference).

Clear, mission-driven messaging helps customers remember you – and trust you.

I’ll give you a quick example. One of my clients is a B2B FinTech in risk management tech – out of all their leading competitors, they’re the only one where the founder actually used to be a user, and so they’re the only market option ‘built by the user, for the user’. It’s a powerful message that hits because they can speak with empathy on every value point. So, what’s your empathy point?

5. Overloading with jargon

Even technical audiences don’t want to feel like they’re decoding a manual. If your copy is too dense or complicated, visitors will check out.

I’m sure you’ve been in a situation where a manager asked you to research a few tools – and you had to squeeze it in between a bazillion meetings. That’s exactly what your prospect is dealing with when they’re researching you. Even if they’re in a technical role, they’re likely in cognitive overload from their day-to-day responsibilities. Make it easy for them.

✔️ What to do instead:

• Write like an actual human (and no, I don’t mind if you use AI to do it, just keep it simple).

• Keep your homepage clear, saving technical detail for deeper solution or product specific pages.

Feeling stuck?

Here’s a quick test: imagine you’re visiting your site for the first time. Ask yourself:

• Could you, in their role, understand what your company does in under 2 minutes?

• Does the messaging speak directly to their challenges and needs?

If the answer is no, it might be time for a refresh.

TL;DR: Your homepage has one job: make it easy for your specific audience to see how you can truly help them. Keep it clear, specific, and customer-first.

Got a homepage that’s not quite pulling its weight? Let’s chat – I’ll help you figure out what’s working and what’s not.

Until next week,

Tania

PS. Last week, I invited you to email me any marketing challenges you’re wrestling with, promising feedback and possible solutions. Among the great questions I received was a request for early Beta app feedback. So, I’m opening the floor again this week! Send me your burning marketing question – whatever it may be – to [email protected] (or simply reply to this email) and I’ll respond asap!