Your homepage is prime real estate. It’s often the first impression a customer gets — and in ecommerce, first impressions aren’t just everything, they’re conversion-critical.
But more often than not, the homepages I audit are either overstuffed, underwhelming, or simply trying to do too much. And that means missed opportunities, confused visitors, and lower sales.
Let’s break down what’s not working — and more importantly, how to fix it.
The most common mistakes I see (again and again)
1. It’s trying to do too much
Your homepage isn’t a brochure. It’s not meant to showcase everything you sell, believe in, or do. When everything is highlighted, nothing is. Focus on key moments and keep the journey simple.
2. There’s no clear CTA
“Shop now” should be unmissable — not buried in a carousel or halfway down the page. A homepage without a clear next step leaves visitors guessing (and bouncing).
3. Bestsellers are buried
Your top products are proven for a reason. If they’re not front and centre — on the homepage, in the navigation, or called out visually — you're making people work too hard to find what they want.
4. It’s not built for mobile
Most traffic is mobile. If your homepage looks beautiful on desktop but clunky on a phone, you’re alienating most of your audience. Prioritise clean layouts, large buttons, and fast load times.
5. It’s designed to look good, not sell
Aesthetics matter — but function matters more. If the homepage is all beautiful imagery but no direction, no hierarchy, and no conversion logic, you’ve created a gallery, not a storefront.
So what should a good homepage do?
A strong homepage acts like a warm, confident host. It should:
• Make it instantly clear what you sell and why it matters
• Direct people quickly to shop — not scroll endlessly
• Build trust with small but powerful signals (like reviews, USPs, or free shipping info)
• Showcase your bestsellers, new arrivals, or top collections
• Create breathing space — it’s not a race to fill every pixel
A simple homepage structure that works
While every brand is different, I always come back to a core structure that works hard behind the scenes:
1. Header image with clear messaging + CTA
2. Bestsellers or hero collection
3. A short brand intro or mission
4. Key value props (what sets you apart)
5. Second product block: new arrivals, bundles, or featured range
6. Review/testimonial or press mention
7. Newsletter opt-in or incentive
8. Footer navigation and trust signals
You can absolutely build on this — just make sure each section earns its place.
Final thought: simplify to sell
Your homepage doesn’t need to be complex to be effective. In fact, the most profitable ones usually aren’t. Strip it back. Get clear. Lead with intention.
And if you’re not sure where to start — that’s where I come in.