At my recent website workshop at The Hook Breakfast Club, we spent a lot of time on one page: the homepage.
It's the page most people land on first. It's also the page Google looks at to work out who you are and where you're based. And it's actually where I see the same few mistakes again and again.
So here are the five I spot most often when I look at websites for small businesses around Ipswich and Suffolk, plus how to fix them.
1.It's not clear what you do
Someone lands on your homepage and has about five seconds to work out if they're in the right place.
The most common headline I see? "Welcome to my website" or "Welcome to [brand name]". It feels friendly, but it doesn't tell your visitor (or Google) anything about what you actually do. They already know they're on your website!
The fix: swap it for exactly what you do and who it's for, right at the top. "Wedding planning in Suffolk" beats "Welcome to Sarah's Weddings" every time.
2. You haven't mentioned where you are
This is a big one for local SEO. If you work with clients in Ipswich, Woodbridge, Felixstowe or anywhere else in Suffolk, Google needs to know that.
So many homepages I see don't mention a location at all!
The fix: add your town or county naturally into your headline, intro text and footer. If you're a bakery in Ipswich, say so.
3. There's no clear next step
You've got someone interested... and then there's nowhere obvious for them to go.
The fix: add one clear button near the top of the page, like "Book a call", "View my services" or "Get a quote". Then repeat it further down. Make it easy for people to say yes.
4. It's all about you (in the wrong way)
Your story matters, but a homepage that's only "I, I, I" can feel a little one-sided.
Your visitor wants to know how you can help them.
The fix: talk about the problem you solve first, then bring yourself in. "Struggling to find time for your bookkeeping? I can help." works much better than starting with your qualifications.
5. No proof that you're good at what you do
People trust other people. If you've got lovely Google reviews or client feedback sitting somewhere else, it needs to be on your homepage too.
The fix: add two or three short testimonials, ideally with a name and photo. It builds trust straight away and helps people feel confident getting in touch.
Want a hand with your homepage?
If you read this and thought "oh, that's me"... don't worry, you're definitely not alone! These are really easy fixes once you know what to look for.
If you already have a Squarespace website, one of my ‘Expert Day’s would be a perfect fit. I could spend the whole day improving and refining your homepage, and probably get a few other bit sorted too! Find out more about my Expert Days here. I'd love to help.
And if you need a whole new website to really showcase your brand, let’s have a chat about creating a bespoke website for you.
Which of these five are you guilty of?