May 26, 2026
Hot take: Your homepage has too much text
Let's be honest. We've all landed on a website, taken one look at the wall of words staring back at us, and quietly closed the tab.
Your homepage is not a novel. It's not a brochure. And it's definitely not the place to include every single thing your business has ever done, thought, or wanted to say.
You're writing for yourself, not your audience
The first culprit is ego (and we mean that in the nicest possible way). When you've poured your heart into a business, every word feels important. Every service deserves a paragraph. Every achievement deserves a mention.
But your audience landed on your homepage with one question: "Can these people help me?" They're scanning for signals, not reading an essay. If the answer isn't obvious in the first few seconds, they're gone.
Good web copy isn't about saying everything. It's about saying the right things, clearly and quickly.
You're stuffing keywords instead of writing for humans
The second culprit is a misunderstanding of how SEO actually works. You've been told keywords matter (they do). So someone packed the homepage with every variation of your target phrase until the copy reads like it was written by a robot having a bad day.
"Our Christchurch web design services offer professional web design and website design solutions for Christchurch businesses looking for web design in Christchurch."
Google isn't fooled by this. Neither are your visitors. Modern SEO rewards content that genuinely serves the reader, which means clear, human copy will outperform keyword soup every time.
