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.

1. Leading with “What” Instead of “Why”

Most homepages immediately dive into features: “AI-powered platform” or “Enterprise-grade solution.” But B2B buyers don’t care about your technology stack until they understand the problem you solve.

The fix: Start with the outcome. Instead of “AI-powered customer analytics platform,” try “Know which customers are about to churn before they do.” Lead with the business impact, then explain how you deliver it.

2. Vague Value Propositions

“Streamline your workflow.” “Optimize your processes.” “Transform your business.” These phrases mean nothing because they could apply to any product in any industry.

The fix: Be specific. What exact problem do you solve? For whom? What measurable outcome do they get? “Help sales teams reduce proposal time from 4 hours to 20 minutes” is infinitely more compelling than “streamline sales workflows.”

3. Missing Trust Signals Above the Fold

Enterprise buyers are risk-averse. They need immediate reassurance that you’re legitimate, stable, and trusted by companies like theirs. Yet many B2B homepages bury social proof or omit it entirely.

The fix: Place recognizable customer logos, specific metrics (“trusted by 500+ enterprises”), or relevant certifications above the fold. If you have impressive customers, show them immediately. If you’re SOC 2 compliant, say so upfront.

4. Weak or Hidden CTAs

“Learn More” buttons that lead nowhere useful. Multiple competing CTAs with no clear hierarchy. Or worst of all, the primary CTA that requires 15 minutes to fill out a form before you can see anything valuable.

The fix: Your primary CTA should be dead obvious and low-friction. “See a Demo” or “Start Free Trial” work. Make it visually prominent. Secondary CTAs (case studies, documentation) should be clearly subordinate. One clear path forward.

5. No Clear User Journey

Many B2B homepages assume visitors already understand the product and just need to pick a plan. But most visitors are in early research stages and need education before they’re ready to buy.

The fix: Design for different buyer stages. Offer quick wins for browsers (comparison guides, ROI calculators), nurture paths for researchers (case studies, documentation), and clear conversion paths for ready buyers (demo requests, trials). Guide people through awareness → consideration → decision.

The Cost of These Mistakes

These aren’t minor issues. When your ideal customer lands on your homepage and immediately bounces, you’ve lost not just a visitor but potentially a $50K+ annual contract. Multiply that across hundreds of qualified visitors per month, and homepage mistakes become six-figure problems.

The good news? These issues are fixable. Most don’t require redesigns—just clearer messaging, smarter structure, and attention to buyer psychology.

Want an expert review of your homepage? Get a comprehensive qualitative audit that identifies exactly where you’re losing customers and how to fix it. Learn more about hmpgr.com’s homepage audits.