What to Write on Your Homepage When You Don't Know Where to Start

Staring at a blank homepage is a special kind of frustration.

You know your business.

You know what you offer.

You even know who your customers are.

But the moment you try to write the homepage, everything feels unclear.

What should come first?

How much is too much?

Do I talk about myself or the visitor?

Do I explain everything or keep it short?

And suddenly, the homepage feels heavier than the rest of the website combined.

This doesn't happen because founders lack ideas.

It happens because the homepage feels like it has to say everything at once.

The truth is simpler than that.

A homepage doesn't need to explain everything.

It needs to do one important job really well.

This article will help you understand what to write on your homepage when you don't know where to start — without formulas, fluff, or generic advice. Just clear thinking that makes the next sentence easier to write.

First, Remove the Pressure From the Homepage

Most founders approach the homepage with the wrong expectation.

They treat it like:

• A brochure
• A pitch deck
• A full explanation of the business

But a homepage is none of these.

A homepage is not meant to convince immediately.

It's meant to orient.

Think about how people actually land on your site:

• They're busy
• They're slightly skeptical
• They're scanning, not studying

Your homepage doesn't need to impress them.

It needs to help them quickly answer three quiet questions:

• Am I in the right place?
• Do they understand my problem?
• Is it worth going deeper?

If your homepage does just this, it's already working.

Once this pressure is gone, writing becomes much easier.

Start by Saying What You Do — Without Trying to Sound Smart

The hardest part of homepage writing is the opening lines.

This is where many founders overthink and end up with:

• Buzzwords
• Abstract statements
• Vague positioning

But clarity always beats cleverness.

Instead of trying to sound impressive, try to sound understandable.

Ask yourself: "If I were explaining this to someone outside my industry, what would I say?"

Your opening does not need to cover:

• Your full vision
• Every differentiator
• Your entire offering

It just needs to explain what you help with, in plain language.

Examples:

• "We help small businesses turn their website into a steady source of leads."
• "We build simple websites that customers actually understand."
• "We help founders explain their product clearly online."

Simple doesn't mean weak.

Simple means confident.

Describe the Problem the Way Your Customer Feels It

Once visitors understand what you do, their next question is emotional:

"Does this relate to me?"

This is where many homepages go wrong.

They describe problems in industry language instead of human language.

A weak homepage says:

• "Lack of digital optimization"
• "Inefficient user funnels"
• "Suboptimal conversion metrics"

A strong homepage says:

• "People visit your website but don't reach out."
• "Your site looks fine, but it's not bringing results."
• "You struggle to explain what you do clearly online."

This section should feel like recognition, not analysis.

When people feel understood, they keep reading.

When they feel talked at, they leave.

Reassure Them Before You Try to Convince Them

After recognizing their problem, visitors often feel doubt.

They wonder:

• Is this normal?
• Is the problem with my business?
• Did I already mess something up?

Your homepage should calm this, not amplify it.

Reassuring lines work better than urgent ones:

• "This is more common than you think."
• "Most businesses struggle with this at first."
• "It's not about doing more — it's about doing it clearly."

A homepage that reduces anxiety performs better than one that pushes urgency too early.

Introduce Your Approach — Not Your Full Process

This is where many founders overshare.

A homepage is not the place for:

• Step-by-step workflows
• Tool stacks
• Technical breakdowns

Instead, explain how you think.

Your approach tells visitors:

• What you prioritize
• How you solve problems
• Whether your way aligns with them

Examples:

• "We focus on clarity before design."
• "We simplify before we scale."
• "We treat websites like systems, not posters."

This helps people self-select before details even matter.

Add Proof — Lightly

Trust matters, but overload kills it.

Your homepage doesn't need:

• Every testimonial
• Every logo
• Every achievement

It needs just enough to signal: "Others trusted this — and it worked."

That could be:

• One or two short testimonials
• A simple result statement
• A brief credibility line

The goal is reassurance, not validation overload.

Make the Next Step Feel Safe and Obvious

By now, visitors should feel:

• Oriented
• Understood
• Curious

Now guide them gently.

Your call-to-action doesn't need to push.

It needs to feel natural.

Good CTAs sound like:

• "Let's talk"
• "See how this works"
• "Get clarity on your website"

The homepage doesn't close the deal.

It opens the conversation.

What You Don't Need on Your Homepage

Sometimes clarity comes from knowing what to leave out.

Your homepage does not need:

• Every feature
• Full service breakdowns
• Your complete story
• Long explanations

Those belong deeper in the site.

The homepage is a guide, not a library.

A Simple Writing Flow When You're Stuck

If you don't know where to begin, follow this order:

1. One sentence about what you help with
2. One paragraph describing the problem in human terms
3. A few lines reassuring the visitor
4. A short explanation of your approach
5. Light proof
6. One clear next step

Write badly first.

Edit later.

Clarity comes from movement, not perfection.

Why This Works (Even When You Feel Unclear)

Most founders wait to feel "ready" before writing.

But writing is often what creates clarity.

When you focus on:

• Helping the reader understand
• Reducing confusion
• Guiding gently

The homepage starts shaping itself.

You don't need perfect words.

You need honest ones.

Where This Leaves You

If you've been stuck on your homepage, it doesn't mean your business is unclear.

It means you've been trying to say too much, too soon.

A good homepage:

• Doesn't explain everything
• Doesn't impress everyone
• Doesn't chase cleverness

It simply helps the right visitor feel: "This makes sense. I should keep going."

Once you write from that place, starting becomes easier — and finishing stops feeling so far away.

Frequently Asked Questions About Homepage Writing

1. What should I write on my homepage when I don't know where to start?

When you don't know where to start, write one sentence about what you help with, one paragraph describing the problem in human terms, a few lines reassuring the visitor, a short explanation of your approach, light proof, and one clear next step. Remove pressure from the homepage — it doesn't need to explain everything, just help visitors quickly answer: Am I in the right place? Do they understand my problem? Is it worth going deeper?

2. What is the purpose of a homepage?

A homepage is not meant to convince immediately — it's meant to orient. Think about how people actually land on your site: they're busy, slightly skeptical, and scanning not studying. Your homepage doesn't need to impress them. It needs to help them quickly answer three quiet questions: Am I in the right place? Do they understand my problem? Is it worth going deeper? If your homepage does just this, it's already working.

3. How do I start writing my homepage?

Start by saying what you do without trying to sound smart. Instead of buzzwords and abstract statements, try to sound understandable. Ask yourself: "If I were explaining this to someone outside my industry, what would I say?" Your opening doesn't need to cover your full vision, every differentiator, or your entire offering. It just needs to explain what you help with, in plain language. Simple doesn't mean weak — simple means confident.

4. What should I not include on my homepage?

Your homepage does not need every feature, full service breakdowns, your complete story, or long explanations. Those belong deeper in the site. The homepage is a guide, not a library. A homepage is not the place for step-by-step workflows, tool stacks, or technical breakdowns. Instead, explain how you think. Your approach tells visitors what you prioritize, how you solve problems, and whether your way aligns with them.

5. How do I make my homepage feel safe and guide visitors forward?

Make the next step feel safe and obvious. By the time visitors reach your call-to-action, they should feel oriented, understood, and curious. Your call-to-action doesn't need to push — it needs to feel natural. Good CTAs sound like "Let's talk," "See how this works," or "Get clarity on your website." The homepage doesn't close the deal — it opens the conversation. Reassure visitors before trying to convince them, and reduce anxiety rather than pushing urgency too early.