But here's the point: your homepage isn't for you. It's for your ideal client.
And if all you're doing is talking about yourself, there's no room left for them.

Let's look at the most common homepage mistakes — whether you're a "we" business or a solo "I" — and, importantly, how to address them.

1. Too Much "We" or "I," Not Enough "You"

Whether you're saying:
"We provide expert services…" or "I help people with…"
It's still all about you.
But your visitors?
They're thinking, "Can you help me?"

What to do instead:
Shift your copy to speak to the reader. Use more "you" language.

• "You'll get bookkeeping support that finally makes sense"
• "You deserve a home that reflects your style—without the stress"
• "You don't have to figure this out on your own"
• You can still introduce yourself—but let the visitor be the main character of the page.

2. No Clear Message: "What Do You Even Do?"

Whether you're a life coach, dog trainer, copywriter or consultant—if it's not obvious what you do and who it's for, people will leave.
What to do instead:
Use a strong headline that highlights the problem you solve.

"Helping busy parents create calm, clutter-free homes they actually enjoy."
Now they know who it's for and what they'll get.

3. No Clear Path: "So What Am I Supposed to Do Now?"

You've got their attention. Great! But what's next?
What to do instead:
Give them one obvious next step such as:

• "Book a free 15-minute call"
• "View my packages"
• "Download the pricing guide"

And don't bury the button. Make it big and bold.

4. It's All Too Much: "Is This a Website or a Novel?"

Even solo service providers can fall into the trap of saying everything on the homepage. But too much info? It's overwhelming.
What to do instead:

Keep it short and scannable.
Think of your homepage like a shop window—just enough to make them want to come inside.

5. No Human Connection: "Do You Even Like People?"

Ironically, even with all the "I" statements, many homepages still feel... impersonal.

What to do instead:

Yes, we want fewer "we" and "I" statements overall—but that doesn't mean you can't show who you are. Just do it with purpose.

You can absolutely include a short, friendly intro—just make sure it connects back to your visitor.
For example:
"You're tired of trying to figure this on your own. That's where I come in. As a certified coach, I help you clear the mental clutter so you can move forward with clarity and confidence."

See how that works? The "I" builds trust, but the focus is still on them.

The golden rule: Use "we" or "I" only when it helps the visitor understand how you'll help them.

Final thoughts: Less "We," Less "I, More "You"

Your homepage isn't your résumé.
It's not a diary entry or a bragging board.
It's a chance to connect with your ideal client who needs your help.

So whether you're "wee-ing" or "I-ing, remember:
Your visitor is the hero of the story.

You're the guide.
So go ahead—take a good look at your homepage.

If it's full of "We help..." and "We offer..." or "I do..." and "I believe..." — try flipping a few into you-focused statements.

Your future clients will feel the difference.

Want help reworking your homepage to make it more client-friendly? It's simple drop me an email or book a free call.