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The biggest myth in practitioner web design: your homepage needs to explain everything you do.

It does not. And trying to do that is usually what makes practitioner homepages fail.

I built the homepage for Catherine Melo, a licensed clinical social worker. Her instinct at the start was to explain her modalities, her training, her approach, her specialisms, all on the first page. Understandable. She has worked hard for every qualification she holds.

But here is the thing about someone landing on a therapist’s homepage for the first time. They are not there to read a professional profile. They are there because something in their life is not working and they are quietly, carefully, trying to figure out if this person is safe enough to talk to.

The homepage has one job: make that person feel understood fast enough that they do not leave.

Everything else, the modalities, the training, the specific approaches, belongs on other pages. The homepage is the door. It should make the right person feel like they are in the right place. Nothing more.

When we rebuilt Catherine’s homepage around that principle, the length halved and the clarity doubled.

Your homepage is not a CV. It is a first conversation.

berniceebenezer.com/blog/the-homepage-formula-that-actually-works-for-practitioner-websites

So true, and not just for practitioners. The homepage has one job: make the right person feel "this is for me" and take the next step. Everything else can live one click deeper.