6 Ways To Make Your Website Home Page About Your Client

I see this a lot – website home pages starting by talking about the company. “We do this,” “We believe that,” “Our mission is…”

And it makes sense. After all, you’re proud of your business. You want people to know how great it is. But here’s the problem: your visitors didn’t come to your website to learn about you. Not at first, anyway. They came to solve a problem.

And the longer you talk about yourself, the longer it takes to reassure them that you can actually help. That’s a problem.

So let’s change that. Let’s look at how to flip your home page around so that it’s not a digital autobiography. It’s a helping hand. A “Hey, we see you. We get you. We’re here to help.”

And no, it doesn’t mean removing all traces of your brand personality. Quite the opposite. It means showing that your personality is in service of their goals. That’s what builds trust.

Ready? Let’s dig into the six steps that can make your home page a client magnet.

1. Open With What Matters to Them

Your headline is prime real estate. It’s the first thing people see. And here’s the brutal truth: most folks decide whether to stay on your site in less than 10 seconds.

So what do you want them to read first? A generic slogan about excellence and innovation? Or something that says, “Hey, we understand the problem you’re trying to fix”?

Instead of this:

“Serving Clients With Excellence Since 1995”

Try this:

“Plumbing emergency? We’re on our way—fast.”

Or:

“Tired of unpredictable bookkeeping? Get reliable accounting that works for you.”

Different businesses, same idea: focus on the client’s need right out of the gate.

2. Ditch the Jargon, Speak Human

Okay, this one might sting a little. Especially if you love your industry lingo. But most visitors aren’t in your industry. They’re just people trying to get something done.

If your home page says things like, “We specialize in integrated tax planning methodologies for SMB portfolios,” take a step back.

Ask yourself: would I say this to someone in a coffee shop?

Say this instead:

“We help you keep more of your money and avoid tax-time surprises.”

It’s not fancy. It’s not even particularly clever. But it’s clear. And clarity builds trust.

You don’t have to dumb things down. Just remember your audience probably doesn’t live in the same world of acronyms and frameworks. Give them plain language, and they’ll thank you.

3. Let the Customer Do the Talking

Not literally (though maybe someday your site will be AI-powered with live visitor voices, who knows). I mean show testimonials. Real ones.

Reviews and quotes are powerful because they provide social proof. And the most effective kind? It sounds like your customer is writing it to someone just like them.

“We called three plumbing companies before finding these guys. They actually showed up when they said they would—and fixed the problem the same day.” – Karen M.

“My books were a mess. I dreaded tax season. Now I don’t even think about it until my accountant emails me. Life-changing.” – Tony D.

Short, relatable, and credible.

Bonus points if you can add a photo or logo. Even better if you can quote someone from the same industry or neighbourhood as your target visitor. That kind of relatability is gold.

4. Show Benefits, Not Just Features

This one’s tricky because it’s easy to assume people will connect the dots. You list your features. Things like 24/7 emergency service, real-time job tracking, eco-friendly lawn care.

And sure, those things are nice. But why do they matter?

Here’s a quick test. For every feature you list, ask: “So what?”

Feature: “Next-day landscaping quotes.”So what? “So you can start planning your dream yard sooner.”

Feature: “Certified diagnostic tools.”So what? “So your car gets fixed right the first time – no guesswork.”

See how that changes the impact? Now you’re not just showing off specs. You’re connecting the dots to real outcomes. Things your clients actually care about.

5. Use a Clear Call to Action (Not Just a Pretty Button)

Ever land on a site and think, “Okay, cool, but now what?”

Don’t make your visitors guess. Make it clear what the next step is. Whether it’s scheduling an estimate, calling for a quote, or booking a free intro session.

And be specific. “Get Started” is okay, but “Book Your Free Lawn Care Estimate” or “Schedule Your 15-Minute Consultation” is better. It tells people exactly what to expect.

Another tip? Repeat it. Don’t just place your CTA once at the top. Add it in the middle. Again at the end. Give people multiple chances to raise their hand.

6. Put Your Story Where It Belongs

This might seem counterintuitive, but your story is important. It just doesn’t belong front and center.

Think of it like a conversation. You don’t walk up to someone and immediately list your accomplishments. You listen first. Offer help. Then, when they ask, you tell your story.

So by all means, share your “Why.” Just make sure it supports your client’s needs, not distracts from them.

Instead of this:

“We started in 2010 with a vision to provide the best coaching experience…”

Try this:

“Since 2010, we’ve helped over 500 people get unstuck, grow their confidence, and reach goals they didn’t think were possible. Here’s how.”

Now your story isn’t just about you. It’s proof that you know how to help.

Build Trust, Not a Biography

At the end of the day, your website home page isn’t about showing off. It’s about starting a conversation.

It’s about saying, “Hey, we get what you’re going through. We know how to help. And here’s how we’ve done it for others.”

It might feel a little uncomfortable at first – talking less about your process, your accolades, your journey. But what you gain in connection and clarity? It’s worth it.

Because when your home page makes people feel understood, they stick around. They explore. And maybe, just maybe, they reach out.

And that’s where the real conversation begins.