5 Homepage Mistakes CPG Brands Are Making (And How TO Fix It)
5 Homepage copy mistakes CPG brands make
A homepage is not just the main page of your brand's website; it's your hook.
You know how every social media guru says you only have a few seconds to hook your audience. That exact rule applies to your homepage.
If you want to avoid high bounce rates, low conversions, and customers clicking off before you even finish you’re done flossing, keep reading.
As a website copywriter for CPG brands, I’ve rewritten more poor-performing homepages than I can count.
A lot of founders think a giant product photo, a “Shop Now” button, and a DIY headline are enough.
They’re not.
If any of this sounds familiar, don’t worry ~ I’m here to help.
Let’s get into the top five homepage copy mistakes CPG brands make.
Hiding Limited Edition Products Instead of Putting Them in the Hero Section
For reasons I will never understand, founders love to tuck their limited edition products away on a separate landing page like it’s a secret scavenger hunt. Why would you hide the thing that’s meant to sell fast? If you have limited-edition SKUs for holidays, special drops, or seasonal promos, they belong front and center in your hero section, not 5 clicks away. Your homepage should lead with the most urgent, most timely, most exciting thing you offer. Make it impossible to miss.
Using Multiple CTA Buttons In The Same Section
Listen. Confused customers do not buy.
When you give visitors too many choices in a single section, you’re not being “helpful.”
You’re overwhelming them.
Each homepage section should have ONE clear action:
Shop.
Learn more.
Take the quiz.
Join the list.
Read the story.
That’s it.
You can give them additional options in the next section or on the next page. But each moment on your homepage should have a single, obvious direction. Make it very clear what the visitor should do next.
No Social Proof (AKA: Making People Feel Like They’re the First to Try Your Product)
Nobody wants to be the guinea pig. I don’t care if you use your siblings and neighbors. Reviews, testimonials, UGC quotes, and press features are how you show that real people love your product. Before you say, " I don’t know anyone, utilize resources like focus groups and Facebook groups. People need evidence, not assumptions. Put it on your homepage.
No “Why Us?” Section or “Competitor Differentiator”
If you’re a CPG founder, I can almost guarantee your category is “saturated.” Good news: that’s not a problem. Bad news: it becomes a problem if you can’t explain what makes you different. Outside of this being a great way to showcase what makes your brand the best, this is the best, boss ass way to do it. Put your competitors front and center and let it be known what makes you the greater brand. Don’t be afraid to call out where your competition falls short. This is business.
No OPT-in
Do you want consistent revenue or not?
If you want customers who come back, reorder, stay engaged, and eventually become brand loyalists, you need an email opt-in.
An email OPT-in is non-negotiable. None of that bs “sign up for promotions and updates. I even wrote a whole blog about email opt-in copy that gets subscribers. You can read all about it here. Give people a real reason to join. Remember that you own your email list. Those people single-handedly consented to receiving emails from you, so take advantage… in a good way, of course. They are dying to get something worthwhile from your brand in their inbox.
If your homepage copy is something you’re struggling with, I guarantee I can find a few other copy mistakes sprinkled across your website, costing you thousands. And the good news is I can fix that. Take a look at the drink menu, see what you like best, fill out the inquiry form, and I'll send over a free 30-minute discovery call invite.
