28/07/2026
The best thing I did on a redesign last year was delete most of the homepage.
The client argued with me for two weeks about it.
Their site had everything on it. A slider with five different messages. Three service sections. A page of reviews. A blog nobody had touched in years. A row of logos. A values section with little icons.
Every one of those was added by someone who meant well. Somebody asked for it once and it went on the page. In five years, nobody had ever asked to take something off.
So the homepage tried to say everything, and ended up saying nothing.
I cut it down to four things. A headline. A plain sentence about what they do. Proof that they do it well. One clear action.
The response was the one I always hear. "But then people won't know we also do X."
They already didn't know. That is exactly the problem. A page saying everything reads the same as a page saying nothing. It just takes longer to ignore.
After the cut, the emails changed. A lot fewer "what do you actually do" messages. A lot more people arriving already knowing what they wanted and asking about price.
Same business. Same prices. Fewer words.
It took me years to learn the next bit. Anyone can add a section. Taking one off means you have to know what the page is really for.
If your homepage has grown by a section a year, that is worth a look.
Send me the link and I will tell you which part is getting in the way. Free, no strings.
