Your homepage is probably the worst page on your website. Not because it's ugly or poorly designed. Because it's trying to do too many things at once.

The typical homepage has a hero section with a vague tagline, a section for each product feature, some logos of companies that use the product, a few testimonials, a blog preview, a section about the team, links to case studies, and two or three different calls to action. It's a buffet. And like most buffets, everything is lukewarm.

The problem is organizational, not design. Every team in the company wants real estate on the homepage. Sales wants a demo button. Product wants to showcase the new feature. Marketing wants the brand story. The CEO wants a mission statement. The result is a page designed by committee that serves no one's goals because it tries to serve everyone's.

Here's what your homepage actually needs to do: tell a stranger what you do and give them one thing to do next. This is where copy becomes strategy. That's it. Everything else is noise.

Dropbox's early homepage was a video and a download button. That was the entire page. It was one of the highest-converting pages in SaaS history. Not because of clever design. Because it was focused.

Basecamp's homepage is essentially a long argument for why you should try Basecamp. One page, one argument, one button. It works because it commits to doing one thing: convincing you to try the product.

The radical move is to stop thinking of your homepage as the front door to your entire company. Most visitors don't come through the homepage anyway. They land on blog posts, product pages, or landing pages from ads. The homepage is not as important as you think.

But if you're going to have one, make it do one thing. Figure out the single most important action a new visitor can take — sign up for a trial, watch a demo, whatever — and make the entire page about that. Remove everything that doesn't support that action.

Will some teams be unhappy? Yes. The sales team will want their demo request form. The blog team will want their latest post featured. The CEO will want the mission statement. Tell them no. They can have their own pages. The homepage is not a democracy.

The best homepage I ever saw was for a small SaaS tool. It said: "We make invoicing simple. Try it free." Below that was a form to create your first invoice, right on the homepage, without signing up. No features list, no testimonials, no logos. Just: here's what we do, try it now.

Their conversion rate was 4x the industry average. Because the page did one thing and did it well.

Kill your homepage. Replace it with a landing page that has one job. And stop trying to build a funnel on top of it.