Why Clarity Beats Clever—Especially on Your Homepage
If people don’t get it, they don’t stay. Cleverness can wait. Clarity can’t.
You’ve got about five seconds.
That’s how long it takes for someone to decide whether to stay on your website—or leave. And if your homepage is trying too hard to be clever, abstract, or “different,” they’re probably gone.
I get the impulse. You want to stand out. You want to sound creative, original, and smart. But here’s the thing:
Cleverness is great—once you’ve earned someone’s attention. Clarity earns that attention.
Why It Happens
Most organizations don’t mean to confuse people. But it’s easier than you think.
- The homepage headline gets workshopped to death
- Internal language leaks into public messaging
- The desire to sound “bold” or “unique” leads to vague, poetic phrases
- The result? A homepage that looks great but says very little
If someone has to scroll, guess, or decode what you do—you’re losing them.
What Your Homepage Actually Needs to Do
Think of your homepage as a storefront. If the signage is unclear, people won’t come in. If it takes too long to figure out what’s inside, they keep walking.
A strong homepage should answer three questions almost immediately:
- What is this?
- Who is it for?
- What should I do next?
If a visitor can’t answer those questions quickly, the rest of your site doesn’t matter.
What Clarity Looks Like
Here’s a quick contrast:
Clever: “Turning passion into purpose.”
Clear: “We help local nonprofits raise more money through strategic storytelling.”
Clever: “Better for the brave.”
Clear: “We provide mental health support for first responders.”
See the difference? Clever copy makes you think. Clear copy makes you stay.
Seen It Firsthand
I’ve worked with clients who had beautiful websites that weren’t performing. People were landing on the homepage but not engaging, clicking, or converting.
In nearly every case, the fix wasn’t more design—it was simpler language. When we clarified what they do and who it’s for, things changed:
- Bounce rates dropped
- Donations increased
- Inquiries picked up
- And team members finally felt confident sharing the site
Wrap-Up: Clarity First, Clever Later
Cleverness can win awards. Clarity wins attention.
And without attention, nothing else works. If your homepage isn’t pulling its weight, ask yourself: Would a first-time visitor understand who we are and what we do—in five seconds or less? If not, it might be time to simplify.
I’m Patrick, a brand strategist, website builder, and graphic designer based in the Pacific Northwest. If you want to chat about a project just shoot me an email and let’s set up a time to talk.
