Is your homepage doing its job?

Your homepage isn’t just there to look nice, it’s your digital storefront and the entry point for your marketing efforts. Clearly communicating who you are, who you serve, and the unique value you offer is mandatory And by the way, you have mere seconds in which to get these points across.

Why This Matters:

• It’s your first impression. Most families, donors, prospective students, etc. visit your website before ever talking to you.

• It’s a messaging crossroads. Your homepage is often where marketing, admissions, fundraising, and/or other functions intersect. The story must be buttoned up and consistent.

• It’s adaptable. Unlike a printed brochure, your homepage is easy to test and update. Small copy or layout tweaks can clarify your story and elevate a variety of conversions. 

clarity + distinction = Winner 

We see it all the time: homepages that are “Inspiring tomorrow’s leaders” or “Creating change together.” But do visitors actually know how those things happen?

Clarity beats cleverness every time. People don’t read every word on your website, they skim. If your headlines are vague, overly aspirational, and/or unoriginal, they’ll bounce before they ever get to the good stuff.

Be upfront about what you offer, your value, and your impact. People are far more likely to take the next step, whether that is to apply, donate, or get involved, when they understand exactly what you do.

Try This:
Read only your homepage headlines, without reading any body copy. Would a new visitor know what you offer? If not, rewrite until it’s clear. Need some additional inspo? Use AI to refine. First, make sure your AI tool of choice is fluent in your brand, accompanying messaging, intended audiences, and voice + tone.

Design for Your Audience, Not Your Team 

Your homepage isn’t for your Board, your colleagues, or your leadership team. It’s for your audience. You need to meet your audience where they are and not where internal stakeholders might want them to be. 

This might sound obvious, but too many organizations publish copy and produce designs around internal opinions instead of audience needs. The outcome? Jargon and insider verbiage that newcomers don’t understand.

Try this:
Review your homepage and ask, “Is this written for the people I’m trying to reach or the people I report to?” If the answer’s the latter, it’s time for a rewrite.

Decide Who You’re Talking To

Chances are, you serve more than one audience. These audiences might include prospective members, current families, alumni, donors, and others. 

The key is to decide how you will tailor homepage content to meet their needs, and there’s no one right approach. You have to choose what’s best for you and your audience. Here are a couple of ideas to consider: 

• Summarize: Create a broad message that leans into your value proposition.

• Segment: Build clear entry points or sections for each group.

• Prioritize: Lead with your most important audience and design around them.

Try this: 
Decide which approach fits your organization best, then adjust your homepage layout, language, and calls to action accordingly.

Your Homepage Is Never “Done” 

Your homepage (and the rest of your website) isn’t a “set it and forget it” project. It’s a living part of your marketing strategy. A few small tweaks can make a big difference in how people connect with your organization and bring more conversions. 

Scroll through your homepage with fresh eyes. Does it clearly reflect who you are and what you do? If not, start small. Even one stronger headline or simplified call-to-action can make a big impact.

Your homepage is the story you tell to everyone who stops by. Make sure it’s worth the visit.