How to rewrite your homepage

I’ve noticed a pattern with a lot of founders. Every few months, they sit down to rewrite their homepage and “improve it.”

Sometimes there are a few small edits. But sometimes there’s a full rewrite or even a brand-new design. Yet, every time, it still feels slightly off.

Not wrong… but not right either.
Not bad… but not good enough.
Not confusing… but definitely not clear.

So the cycle repeats.

Here’s the part most people miss:

The homepage itself is never the real problem.

The problem is that you still can’t clearly explain what you do.

And when the core message is unclear, everything else starts to show symptoms.

You’re not sure what the headline should be.
You’re not sure how deep to go with the offer.
You’re not sure which problem to lead with.
You’re not sure what clients actually care about.
You’re not sure what differentiates you.
You’re not sure how to say all of that without writing an essay.

So you open the homepage and try to “figure it out while writing.” That never works.

Because a homepage is not where you create clarity. It’s where you express the clarity you already have.

If you don’t have that clarity yet, the homepage becomes a mirror and it keeps showing you the same thing:

“I still don’t know how to explain what I do in a way clients instantly get.”

When you look at it this way, the symptoms make perfect sense:

You keep rewriting the headline.
You keep changing how you describe the service.
You keep adding more details… then removing them.
You keep moving sections around.
You keep tweaking the offer because it still feels “too vague.”
You keep rewriting the intro of your case studies.
You keep switching between short copy and long copy.
You keep searching for “the perfect wording.”

All symptoms of the same root problem:

You’re missing a messaging strategy.

Once you have it, everything becomes easier. And by everything… I really mean everything.

Your homepage becomes clear instead of confusing.
Your content finally gets attention from the right people.
Your LinkedIn posts start attracting qualified leads, not random likes.
Your outreach gets replies because people instantly understand the offer.
Your sales deck tells a story that actually makes sense.
Your sales calls feel smoother because prospects already “get it.”
Your proposals convert because the value is obvious.

I know this might feel like “too much” for you at this point, but think about it:

A messaging strategy defines the way you do marketing and sales. It influences everything you’re doing online.

That’s because when you write a piece of content, you deliver a message. When you send an email, it’s the same.

So if the messaging is bad, everything collapses.

But, when you know what’s the problem you’re leading with, the offer structure, the proof clients need to hear before taking action… you break the cycle.

The best advice I can give you is to fix your messaging so before actually writing your homepage. This will make your marketing and sales deliver better too.

— Sergiu