Why Your Homepage Needs to Say Exactly What You Do

When I was little, I was painfully shy.

Like, can’t speak, don’t even look at me kind of shy. 😶‍🌫️

I used to hide behind my big sister at every birthday party and school event. I was too nervous to raise my hand—even just to ask to go to the bathroom. In first grade, I literally peed my pants because I could not work up the courage to speak up. 🙈

Yikes, right?

But you know what?
A confusing homepage is doing the exact same thing.

It’s hiding. It’s hoping someone will “get it” without actually saying the thing.
And just like six-year-old me—it’s not working.

💡 Clarity > Cleverness

Founders often want their homepage to feel fresh, creative, maybe even a little mysterious. But in trying to be clever, they forget the one thing your homepage has to do:

Tell people who you are, what you do, and who it’s for.

That’s it. That’s the job. 🛠️

Because no matter how stunning your design is, if your message is vague, you're losing people.

Most of your visitors won’t slow down to decode what you’re about. They’ll bounce. 🚪
Not because they’re rude—but because they’re busy.

🚨 What Happens When You’re Unclear?

If your homepage doesn’t clearly say what you do, you’ll probably notice:

• 📉 High traffic, low conversions
• 🤔 Inquiries from clients who aren’t the right fit
• 📩 Confused DMs or emails asking, “Do you offer...?”
• 🦗 Or worse: crickets

None of this means your work isn’t good.
It just means your site isn’t communicating clearly—yet.

✨ So What Should It Say?

Here’s a simple rule:
If your dream client lands on your homepage, they should say:
“Yep. This is for me.”
—within the first 5 seconds.

A strong homepage headline often follows this structure:
I help [who you help] do [what outcome you create] through [your service or method].

Want to see how good this can get?
Here are some wildly specific, wildly clear examples:

• 🐕‍🦺 “Specialized dog trainer for reactive dogs and the humans who love them.”
• 🎉 “Luxury sweet sixteen planning for parents who want the wow without the stress.”
• 🐍📸 “Photographer for exotic pets, wild rescues, and animals that don’t sit still.”
• 🧠 “Interior design for ADHD brains—because function is beauty.”
• 🧁 “Branding and websites for bakeries that want to go from local favorite to national cult following.”
• ✍️ “Copywriter for introverts with big ideas and zero desire to ‘crush it’ online.”
• 🎂🦇 “Custom cake artist for horror fans, goth weddings, and the Halloween-obsessed.”

Clear doesn’t mean boring.
It means your people instantly know they’re in the right place. 💥

📣 Final Thoughts: Say It Like You Mean It

Your homepage isn’t the place to be shy.

It’s the place to stand tall and say, “Here’s who I help. Here’s how. Let’s go.” 🚀

Because your dream clients are out there, looking for someone they can trust.
And trust starts with clarity.

So let your website speak up.
Say the thing. Say it clearly. Say it like you mean it.

(No pants-wetting required.) 😉