Examples of confusing homepages

Content Marketing| Marketing Strategy| Digital Advertising

July 29, 2026•1 min read

When I was getting my StoryBrand certification, I was searching for local coaches to see if their websites had clear messaging. I looked at about 10 sites and they were ALL unclear!

Our goal is that the viewer knows exactly what problem you solve, who you solve it for and how to take action, before they scroll.

Here are a few from that search and what lesson we can learn from each one:

Here are three red flags with this homepage:

This one could be clear if it wasn’t filled with invisible words.
“Unlock your potential” is mentioned twice, but it’s not a problem most people would be trying to solve. The copy is about the coach and not the client.
The call to action button has too much copy so it’s harder to read on mobile.

Next we look at this site. There’s a glimmer of a problem in here: stress. But is that what it’s really about? We want to dig deeper on the problem. Again, the copy is more about the coach than the viewer.

This site is the least clear of all three shown today. Your main headline area is valuable real estate. A quote does nothing for your brand in that spot. And I have no idea what they do.

Take a look at your website, and see if it’s clear what problem you solve, who you solve it for and how to get started… before scrolling.

We only have seconds to get them to connect with you, make every word count!

Ready to increase your sales with clear messaging?

Take our free Human-Connection Marketing Assessment to find out where to start.

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Rebecca Bertoldi

As a self-proclaimed data nerd, Rebecca Bertoldi has created countless data-driven strategies for small, local businesses to tech startups to multi 8-figure global businesses. She was part of Personal Development Leader Mary Morrissey’s marketing team. Her unique experiences help her to craft compelling campaigns that connect with her clients’ audiences, increasing the brand’s outreach and profitability. Rebecca is passionate about marketing, which is noticeable within a few seconds of talking with her. She believes all-sized businesses deserve great marketing. And she has won awards for her work. When she’s not creating campaigns, you can find Rebecca at her home in Connecticut with her fiancé and fur babies.

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