We already discussed the importance of simplicity and focus. This is important to remember when reviewing the content on your homepage. It can be tempting to create a homepage with an endless scroll or single-page website, but that can be harmful to a site. Beyond SEO purposes, really long homepages start to make the site weigh disproportionally. The homepage should draw people in to learn more on other pages of your site, it shouldn’t be the page with the most words and images.
If you have a homepage with over 1000 words, 50+ images, testimonials, statements on why they should choose you, multiple signup forms, and an excuse to keyword stuff more about what you do, you probably need to edit that back a bit because it can overwhelm customers and make them less likely to engage with you.
Too much content can overload or overwhelm and cause a customer to be disinterested in your business. Name off the top of your head some of your favorite websites you visit to purchase products, they might not be similar types of businesses, but think about what their homepages have in common. They are likely short and clever and provide directions on what they want you to do.
They link to products, showcase sales, and focus on why you need them. Your homepage should do that. Get people interested, and provide calls to action so they go deeper into your website to learn about exactly what they are searching for. You should not cram it all on the homepage.
Take a step back and look at your homepage from your customer’s perspective, and then edit yourself.