What to Remove From Your Homepage Today

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Less Is More

Most homepage problems are not design problems.

They’re subtraction problems.

Founders spend months refining headlines, tweaking layouts, and adding new sections. Rarely do they ask the harder question:

What doesn’t need to be here at all?

In early-stage brands especially, the homepage ends up becoming a storage unit. Every feature gets a paragraph. Every audience gets a mention. Every idea gets a slot.

Clarity usually doesn’t get compromised because you said the wrong thing.
It gets compromised because you said too much.

If you want your homepage to work harder, start by removing the following.

1. The Second Idea in Your Headline

If your headline has an “and,” you probably have two messages competing for attention.

“Data analytics and workflow automation for operations teams.”
Two value propositions. One confused visitor.

Your homepage should communicate one core idea in the first five seconds. Yep, just one.

If your headline tries to serve multiple audiences or benefits at once, it weakens both.

Remove the second idea.
Make the first one stronger.

2. Feature Lists Above the Fold

Features feel concrete. They feel persuasive.

But leading with them often buries the outcome, which is actually what people care about.

For instance, instead of:

• Real-time dashboards

• Custom integrations

• Advanced reporting

Lead with the outcomes those features create.

Users don’t buy dashboards. They buy visibility. They don’t buy integrations. They buy simplicity.

If your first screen reads like a product manual, delete it.

3. Generic Social Proof

“Trusted by leading companies.”

That sentence alone has never closed a deal.

Showcasing a logo farm of well known brands on your homepage never gets old—whether you’re a startup or a large enterprise. 

However, proof points with depth matter. If your logos are early-stage or unknown, lean into specificity instead of volume.

Instead of a wall of small unknown logos, highlight:

• One strong testimonial

• One measurable outcome

• One concrete customer story

Specific proof converts. Generic proof decorates.

4. Paragraphs Explaining the Obvious

If your homepage needs three paragraphs to explain what your category is, you’re solving the wrong problem.

Early messaging should:

• Name the problem

• Signal who it’s for

• Offer a point of view

Anything beyond that is earned through scroll or click.

Explanation belongs lower on the page, not at the top.

5. Every Possible Audience

“We help founders, marketers, product leaders, agencies, and enterprises.”

No, you don’t. Not equally.

Trying to speak to everyone makes your homepage feel like it was written by committee. Strong brands choose a primary audience and let others self-select.

If you want stronger pull, remove one audience from your copy today.

It will feel uncomfortable. That’s usually a sign you’re getting closer.

6. Design Flourishes That Compete With the Message

Animations. Gradients. Abstract shapes.

None of these are inherently bad. But if they compete with hierarchy or distract from your main claim, they are expensive noise.

The job of design on a homepage is not to impress. It’s to engender trust and clarify.

If something makes your core message harder to see, it doesn’t belong there.

The Editing Test

Here’s a simple exercise:

Open your homepage.
Delete 30 percent of the words.
Then read it again.

If it feels clearer, you’ve found your direction.

Most strong brands don’t add their way to clarity. They subtract their way there.

Final Thought

Your homepage is not a brochure. It’s a filter.

Its job isn’t to explain everything. It’s to make the right person lean in.

The fastest way to improve it isn’t redesigning it.

It’s removing what doesn’t need to be there.

Clarity is rarely created by addition.
It’s almost always revealed by removal.

Best,

Edwin