I am a Certified StoryBrand Guide, which is a fancy way of saying I have rewritten a lot of homepages. The pattern that wins, almost every time, is shockingly simple: stop being the hero of your own website.
The customer is the hero. You are the guide. Your job above the fold is to tell them, in plain English: what you offer, how it makes their life better, and what to do next.
Here is the 5-section structure we used to rewrite our agency site — and lift contact-form submissions by 38% in one quarter:
Section 1 — One-liner hero. A clear headline naming the customer's problem and your solution. One primary button. No sliders. No jargon.
Section 2 — The stakes. What happens if they do nothing? Loss aversion is real. Two or three short bullets work well here.
Section 3 — The plan. A simple 3-step path from where they are to the win. Numbered. Visual. Reassuring.
Section 4 — Proof. Logos, testimonials, results. People need to see other people like them succeeding.
Section 5 — The transformation. Paint the picture of life after working with you. End with the same primary button from section one.
That is the whole thing. If your homepage does not pass the grunt test — could a caveman grunt back what you offer in 5 seconds? — start here.
