How to write a startup homepage that converts

Don't leave them wondering WTF your business does

Feb 26, 2026

Most early-stage startup homepages read like they were written for a VC pitch competition rather than the customer with a problem to solve.

They’re so full of jargon, hyperbole and recently-invented categories-of-one that the visitor is left asking themselves, “WTF does this company actually do?"

I give you Exhibit A:

…and Exhibit B:

…and Exhibit C:

Don’t leave your visitors scratching their heads. Instead do the following:

Get your headline right
Explain how it works (in plain language)
Drive to a single call to action

Get your headline right

Your headline (and sub headline) is the first thing your visitors see, so it needs to instantly communicate what you do. Start with a customer-centric, literal headline that communicates either the job you do or the specific outcome you deliver in one, short sentence. Then use a sub headline to clarify either how it works or whom it is for in one, longer sentence.

Here are some great examples of headlines and sub headlines (all at seed-stage companies):

Levity

Ajax

Tracelight

Explain how your product works (in plain language)

If your headline and sub headline have done a good job of telling your visitor what you do, the next question your visitor will have is, “How exactly do you do it?”. This is where your How It Works section comes in.

Take each key pain point your ICP has and pair it with how your product solves it. Then scrub for jargon and hyperbole to ensure its written in plain language that your mum could understand.

More good examples:

Tracelight