A 30-day plan to fix a homepage that does not convert

Key takeaways

This homepage improvement plan fits into 30 days: week 1, fix broken things and record a baseline; week 2, rewrite the first screen; week 3, move proof up and sharpen the call to action; week 4, test on phones, log changes and set up the monthly dashboard. Results then need another four to eight weeks to read.

• Week 1: fix broken routes and record a baseline.
• Week 2: rewrite the headline, subheadline and area.
• Week 3: proof up, one main action, microcopy.
• Week 4: test on phones, log changes, set up the dashboard.

What does the 30-day homepage plan cover?

The plan takes a small business homepage up the ladder in four weeks, using mostly wording and order changes that owners can make or brief quickly. It is designed around a few hours a week. The longer, whole-site version is our 90-day conversion plan.

• Why your homepage is not converting visitors into customers
• A 90-day plan to turn a good website into a converting one

Week 1: what do you fix and measure first?

Test every enquiry route on two phones and fix anything broken. Exclude internal traffic in GA4, set up click tracking on the main buttons and phone link, and record a baseline: homepage sessions, next-step rate and key events for the last four weeks. Run the 20-point checklist.

• Homepage conversion checklist: 20 checks
• Track homepage button clicks in GA4
• Clean homepage data: bots, staff visits and consent gaps

Week 2: how do you rewrite the first screen?

Collect customer words from reviews and calls, write a message hierarchy and rewrite the headline, subheadline and service area line. Test the new first screen with three people outside the business before putting it live. Log the change.

• Use your customers' own words on your homepage
• Homepage hero section: the five parts that convert

Week 3: how do you strengthen proof and action?

Add a trust bar under the hero, pick two or three case study teasers and rename services in buyers' words. Choose one primary action, make it the strongest button, repeat it after proof and add microcopy saying who replies and when. Log each change.

• The trust bar under your hero: what goes in it
• One primary call to action on your homepage
• Microcopy: the small words beside your homepage buttons

Week 4: how do you check and keep it going?

Test the new homepage on phones, check speed, set up the five-number dashboard and name a homepage owner with a monthly 15-minute check. Then leave the page alone for four to eight weeks so the results can be read.

• A homepage dashboard: five numbers to check each month
• Who should be responsible for your homepage?
• How long until homepage changes show results?

What does this look like in practice?

A pattern we see: owners who try to fix everything at once stall after a week. Following one theme per week, with changes logged, usually produces a clearly better homepage within the month and a clean comparison afterwards.

• See client work
• Website Design & Development for UK businesses

30-day plan checklist

• Week 1: fix routes, clean data, track clicks, baseline.
• Week 2: customer words, message hierarchy, new first screen.
• Week 3: trust bar, case teasers, services, one action.
• Week 4: phone tests, dashboard, owner, monthly check.
• Then wait four to eight weeks before judging.

• Change one thing at a time: a homepage change log
• How long until homepage changes show results?

Next step

Put four one-hour blocks in your diary, one each week, labelled with that week's theme.