Your homepage is the most important page on your website.
And yet, it is also the one I see misunderstood the most.

Most service-based business owners treat their homepage like an introduction letter. A place to explain who they are, how they got here, and why they love what they do.

That information matters.
Just not first.

When someone lands on your website, they are not looking for your story yet.
They are trying to figure out if they are in the right place.

And they decide that faster than we think.

What visitors actually want to know

When someone lands on your website, they are not searching for details.
They are scanning for reassurance.

They want to quickly understand:
Who this is for.
What problem you help solve.
And whether it’s worth staying.

If your homepage starts with a long backstory, visitors have to work to find relevance.
Most won’t.

Not because they don’t care.
But because clarity always wins over curiosity.

Why biographies do not convert

A homepage that reads like a biography creates friction.

It assumes attention that hasn’t been earned yet.
It delays clarity.
And it often causes visitors to scroll without direction.

Scrolling without direction is not engagement.
It’s confusion.

And confused visitors don’t take action.

What your homepage should do instead

A strong homepage does not introduce. It guides.

It leads with your client’s problem.
It positions you clearly as the solution.
And it offers one main path forward.

Your story still belongs on your website.
It just works better once trust has already been established.

The simplest homepage framework

If you want a homepage that actually works, focus on this order:

Clarity first.
Credibility second.
Personality last.

When people understand what you do and feel confident in you, they are much more open to connecting with your story.

This creates confidence.
And confident visitors take action.

The bottom line

Your homepage is not about you.
It is about helping the right person instantly feel understood.

When that happens, everything else clicks into place.

If this post made you realize that your homepage is trying to explain everything at once, that awareness alone is a good first step. Most service-based websites do not need more personality or more words. They need a clearer structure and a message that leads instead of explains.

Website in a Week was created for business owners who want a homepage that feels intentional, grounded, and easy to navigate. A site that reflects their work without turning their story into a wall of text. If you are ready for your website to feel simpler and more supportive, this might be the right next step.