HMPGR Blog - Advice on running websites for small businesses

Your homepage has about 3 seconds to convince a potential customer that you’re worth their time. Yet most B2B SaaS companies make critical mistakes that send qualified prospects straight to competitors. Here are five mistakes I see repeatedly when auditing B2B websites.

The average B2B buyer spends less than 3 seconds deciding whether your website deserves their attention. In that blink-of-an-eye moment, they’re not reading carefully—they’re scanning, judging, and forming snap impressions that determine whether they’ll stay or bounce.

Most B2B companies ignore schema markup or implement it poorly. Yet proper schema can improve search visibility, click-through rates, and how search engines understand your business. Here’s what actually matters for B2B homepages.

Abstract advice about homepage optimization is fine. But real transformations show exactly what changes and why they work. Here are homepage rewrites that produced measurable results—and the lessons you can apply.

Your homepage has one job: get visitors to take the next step. Yet most B2B homepages confuse visitors with multiple competing CTAs, unclear next steps, and poor placement. Here’s how to create effective CTA hierarchy.

Fast pages convert better. But in the pursuit of performance, many B2B sites strip away elements that drive conversion. The key is understanding what to optimize and what to preserve. Here’s how to balance performance and conversion.

The best B2B SaaS homepages don’t just look good—they convert. Let’s break down what successful companies do differently and why it works.

B2B homepage structure isn’t about following a template—it’s about guiding visitors through a logical journey from awareness to action. Here’s how to structure your homepage for conversion.

Enterprise buyers are different. They’re not impulse purchasers. They involve multiple stakeholders, navigate complex procurement processes, and face real consequences for bad decisions. Your homepage copy needs to reflect this reality.

Your homepage messaging either works or it doesn’t. There’s no middle ground. Visitors either immediately understand what you do and why it matters, or they leave confused. Here’s how to test if your messaging is actually clear.

You don’t need consultants or expensive tools to identify critical homepage problems. Most issues are obvious once you know what to look for. Here’s a 20-minute audit you can run right now.

Enterprise deals don’t fail because of product capabilities. They fail because of trust deficits. A director can’t advocate for your solution if they can’t convince their VP that you’re stable, secure, and capable of supporting their critical operations.

Enterprise buyers are professionally paranoid. They’ve been burned by vendors who overpromised and underdelivered. They’ve watched startups disappear mid-contract. They’ve dealt with security breaches, compliance failures, and products that didn’t scale.

B2B buyers aren’t reading your homepage carefully. They’re making rapid-fire judgments based on pattern recognition, past experiences, and subconscious signals. In the first 10 seconds, they’re asking themselves a series of questions—most of which they’re not even aware of.

Your competitors’ homepages are stealing your prospects. Not because they have better products—but because they’re communicating better. Here’s what they’re probably doing right that you’re not.

You’re getting traffic. The metrics show visitors are landing on your homepage. But they’re not converting. They arrive, they leave, and you’re left wondering what went wrong.

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