Most B2B websites still have one big problem. They try to say too much and end up saying nothing at all. The average visitor will not read long blocks of text. They want answers, not essays. And they are gone if they do not get what they need in under a minute.

We have spent years watching businesses struggle with this. The homepage is often packed with information but fails to deliver a clear message. If your visitors cannot understand what you do in the first 60 seconds, you lose leads before they even start a conversation.

Try the one-minute test

Sit someone unfamiliar with your business in front of your homepage. Give them one minute to take it in. Then ask them five simple questions:

What is the name of the company?
Where are you located?
What do you do?
What is the next step or call to action?
Were they curious to find out more?

This person should not be a friend or colleague. Choose someone who can give you an honest, unbiased view. If they struggle to answer those five questions, your homepage is not working as hard as it should.

Video brings clarity quickly

Attention is limited. Visitors want to understand what you do and why it matters without having to scroll through paragraphs of text. A homepage video can do this in seconds. It adds energy, explains key points and encourages people to keep exploring.

The goal is not just to impress, but to inform. Video gives your message structure and pace. When someone hits play, they are far more likely to stay and learn. If your homepage can capture interest visually and verbally, you are already ahead.

Create a clear next step

Once someone is interested, make sure they know what to do next. That could be clicking through to a product page, watching a case study, or getting in touch.

Your homepage should point them in the right direction without making them think twice. This is where strong visual hierarchy and clear calls to action are essential. Pair this with a video that sparks curiosity, and you are building a path that works.

Your homepage is often the first touchpoint with your brand. It needs to show who you are, what you do and why it matters, all within a few seconds. That is a lot to ask from text alone. We have been creating business videos for 25 years, helping companies make stronger connections through video.

Get in touch if you are ready to turn your homepage into a tool that converts, we would love to help.