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The value proposition is missing above the fold
Someone lands, and in the first couple of seconds they should know what you do, who it's for, and why you're different. A surprising number of homepages make visitors scroll to find that out, and most won't.
Too many competing calls to action
Book a call, download a guide, shop now, sign up, follow us - all fighting for the same click. Every extra option splits attention and lowers the odds that any single one gets taken.
One message, every visitor
A homepage built for a first-time cold visitor and a homepage built for someone who just clicked a retargeting ad need to say different things. Most run the same generic message at both.
Trust signals buried or missing
Reviews, results, client logos, anything that answers "can I trust this business" tends to sit below several scrolls of copy about the company itself, when they should be doing work near the top.
Mobile treated as an afterthought
Desktop gets the design attention; mobile gets whatever's left over, despite carrying the majority of the traffic on most accounts we look at.
Simple problems. Expensive ones, especially once you're spending real media budget driving traffic to a page that's quietly leaking a percentage of it every day.
What this could mean for you: the fix here is rarely a full redesign. It's usually two or three changes that make the page about the visitor again.
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