How Not to Screw Your Homepage Redesign

Hey, we’ve all been there. You’re staring at your homepage, thinking, “This change will transform our product”.? Maybe conversions are flat, maybe it looks outdated, or maybe your boss has said, “We need something fresh!” Whatever the reason, we’ve all been there.?

In my time, I’ve seen homepage redesigns go sideways more times than I care to admit, and I’ve made my share of mistakes too. But here’s the thing: It’s not because redesigns are inherently impossible. It’s because people approach them the wrong way. We either focus too much on aesthetics, or we get sidetracked by a laundry list of goals that don’t serve the bigger picture.

So I decided to share how to (probably) avoid the common traps I fell into and turn your homepage redesign into a successful project.

How I Screwed Up Previous Redesigns

Before we dive into how to not screw things up, let me tell you how I did screw things up—repeatedly.

I’ve been through my fair share of redesign projects that looked great on the surface but didn’t deliver the business results we needed. Here's what I got wrong:

1. No clear expectations for results

The first time I led a homepage redesign, I didn’t set measurable expectations upfront. I thought, “This will boost everything!” Newsflash: it didn’t. Why? Because I didn’t have clear, specific goals for the redesign.

What I initially thought:

• Increase Product Conversion Rate for Free Users – WRONG.
• Improve Product Search Visibility – WRONG.
• Deliver Consistent Messaging on Product Positioning – WRONG (and not even measurable).

All these goals were misguided. Sure, they sounded good, but they weren’t the right goals for a homepage redesign, and they weren’t connected to any measurable outcomes.

2. Over-optimistic beliefs about brand visibility

I thought if we just revamped the homepage, search engines would magically bless us with traffic, and people would start swarming in. Turns out, that’s not how it works. You need to address SEO properly with content strategy and technical factors across the site, not just with a flashy homepage update.

3. Messaging that tried to do too much

I figured our homepage should capture the full essence of our brand, our mission, our product features...basically everything we did in a single page. Not only was this impossible, but it also made the messaging too broad, leading to confusion instead of clarity.

What You Should Keep in Mind for a Successful Redesign

1. Your homepage is a marketing tool

This is the core truth that took me a while to realize. Your homepage isn’t a product feature, and it’s not a sales tool either. It’s a marketing asset. Your homepage’s job is to communicate, attract, and convert. That’s it.

So, stop treating it like a place to list all your product features or a place for lofty brand statements. Instead, focus on making it a tool that:

• Grabs the attention of your target user.
• Tells them exactly what problem you solve.
• Clearly conveys why your solution is the best one for them.

2. Answer the core question: What Problem Do You Solve?

This sounds obvious, right? But you’d be shocked how often homepages fail to address this. They get too vague or broad, saying things like “We revolutionize productivity.” Cool, but what does that mean for me, the user?

Instead, you need to nail down the specific problem you solve for your core user. And I mean specific. Don’t talk in generic terms like “increased efficiency” or “better results.” Get down to the nitty-gritty.

Example of a Vague Message:

“Revolutionizing business efficiency for companies of all sizes.”

Example of a Specific Message:

“Helping SMBs automate repetitive workflows to free up time and resources.”

See the difference? The first one could be about anything. The second one makes it crystal clear who it’s for and what it does. That’s what you need to aim for.

3. Start with Your core user

As I’ve emphasized in my other pieces, everything starts with the user. If you don’t know exactly who you’re speaking to, your homepage will miss the mark. So, define your core persona. But here’s the tricky part: most companies have multiple personas or use cases.

Now you need to make a strategic choice.

How to Decide:

Ask yourself which user segment is the most important for your business right now. You can't be everything for everyone—at least not on your homepage. Choose the persona or use case that’s going to drive the most value and focus on them.

Example:

Let’s say you’re a SaaS tool that serves both large enterprises and SMBs. If your priority this year is to grow your SMB customer base, your homepage should cater to them.

4. Nail Your messaging: resist the urge to go broad

This is one of the hardest parts of a redesign. Everyone—from product to sales to the C-suite—will want their piece of the pie on the homepage. But the more you add, the more diluted your message becomes.

I remember heated debates where we tried to cram everything: the company mission, product features, values, you name it. But doing that muddles the messaging and makes the homepage ineffective.

You need to fight that urge and focus your homepage on a single, clear message.

Practical Tip:

Create a table where you map out your features, capabilities, and benefits. Then match them to the specific user segment you're targeting. It will help you stay focused and avoid throwing in features just for the sake of it.

Feature/Benefit Mapping Table Example:

5. Identify Your competitive differentiator

You’ve nailed the messaging, you’ve mapped your features to your core user — now comes the big one: how do you differentiate yourself from the competition?

You don’t have to reinvent the wheel here. You just need to clearly communicate what makes you better. But, again, keep it close to your use case. If you’re targeting SMBs with time-saving automation, make your competitive differentiator something like: “The only platform built specifically for SMBs that saves you 5+ hours every week on admin tasks.”

Examples of Differentiators:

• For a project management tool: “We’re the only project management tool designed specifically for remote teams with built-in video conferencing.”
• For a B2B SaaS tool: “Our platform integrates with your existing tools in less than 10 minutes—no IT required.”

Don’t overcomplicate this. Your users just need to know why they should pick you over someone else, and it needs to be something they can easily understand and value.

6. Don’t underestimate the power of data

Once you’ve launched your redesign, it’s time to track everything. If you didn’t set clear KPIs before, do it now. Whether it’s conversion rates, time on page, or bounce rate, you need to see if your new homepage is delivering. This data will help you refine and optimize as you go.

7. Get Stakeholder buy-in early, but hold the line

Stakeholder buy-in is crucial for any redesign project, but here’s the kicker: you have to manage their expectations from the get-go.

Bring them in early, show them the user research, the persona mapping, and the clear strategy. But don’t let every department have a say in the final design and messaging. Otherwise, you’ll end up with a bloated homepage that doesn’t serve anyone well.

To sum up:

1. Set clear, measurable goals. Know exactly what you’re trying to achieve.
2. Treat your homepage like a marketing asset. It’s not a place for product features or brand ethos; it’s a tool for user acquisition.
3. Keep your messaging laser-focused. Speak directly to your core user and don’t try to address everyone at once.
4. Define your competitive differentiator. Clearly communicate why your product is the best solution for your target audience.
5. Measure and iterate. Track performance and optimize based on real data.

Homepage redesigns don’t have to be painful, but you do need to be intentional. Focus on the user, resist the urge to do too much, and make sure you’re addressing a real need with clear messaging.

With the right approach, your homepage will not only look better but also perform better—and that’s what really counts.

If you’re ready to take your homepage from “just okay” to a high-performing marketing asset, let’s chat. Whether you need help with strategy, messaging, or positioning, I’ve got the experience to guide you through a successful redesign.

Reach out if you're looking for tailored support to boost your homepage’s impact and drive real business results.

#ProductMarketing #B2BMarketing #HomePageRedesign #MarketingStrategy