Your homepage is usually the most visited page on your site—and often the first (and only) chance you get to make a strong impression. Yet many businesses unknowingly design homepages that look fine but quietly kill conversions.
At Ninja Tech Holdings, we review a lot of websites for South African businesses. Again and again, we see the same homepage issues that cause visitors to click away instead of becoming leads or clients.
1. Vague or Clever Headlines Instead of Clear Value
If your headline could appear on almost any other website, it's not doing its job. Phrases like "We create digital experiences" sound nice but don't say:
- Who you serve
- What problem you solve
- What outcome you deliver
A strong headline is specific and benefit-driven, for example: "Websites that turn Cape Town service businesses into lead machines". It should be immediately obvious what you do and for whom.
2. No Clear Primary Call-to-Action
Many homepages scatter buttons like "Learn More" and "See Services" without a single, strong next step. Visitors get lost in options.
Instead, decide what the primary action should be:
- Book a consultation
- Request a quote
- Schedule a call
Make that CTA visible in the hero, repeat it near the middle of the page, and feature it again near the bottom.
3. Overloaded Navigation and Too Many Choices
A top menu with 10+ items, dropdowns inside dropdowns, and links that lead to similar pages can overwhelm new visitors. Confused people rarely convert.
Keep your navigation simple and strategic:
- Home
- Services
- Portfolio/Work
- About
- Contact
Everything else can be tucked into the footer or subpages. The main menu should support your conversion goals, not distract from them.
4. No Visible Proof Above the Fold
Visitors quickly ask themselves, "Can I trust you?" If your homepage hero has no reviews, ratings, client logos, or quick proof, sceptical users may bounce even if your copy is good.
Simple fixes include:
- Adding a small strip like "100+ projects delivered for local businesses".
- Displaying your Google review rating.
- Showing a few recognisable client or partner logos.
5. Walls of Text Without Visual Hierarchy
Long paragraphs with no subheadings, bullets, or spacing make your homepage feel heavy. Most visitors skim first—if they can't scan, they leave.
Use:
- Short paragraphs (2–3 lines each).
- Clear subheadings that tell the story even if you only skim.
- Bulleted lists for benefits and features.
6. Ignoring Mobile Experience
For many audiences—especially local service clients—mobile traffic is the majority. A homepage that looks great on desktop but cramped or broken on mobile will leak conversions.
Pay special attention to:
- Font sizes and spacing on smaller screens.
- Button tap areas and spacing between links.
- Ensuring phone, WhatsApp, and primary CTAs are easy to tap with one hand.
7. No Clear Story of “Why You”
Many homepages talk only about services, not about why someone should choose you over a competitor.
Add a small "Why work with us" section that highlights:
- Your unique approach or methodology.
- Key differentiators (speed, communication, experience).
- A short personal or brand story to humanise your business.
Turning Your Homepage Into a Conversion Asset
Fixing these seven issues can transform your homepage from a static billboard into a conversion asset that supports your entire marketing funnel.
If you're not sure where to start, Ninja Tech Holdings can perform a focused homepage audit and redesign based on conversion best practices—so more of your visitors become real leads and clients.