Your homepage is not broken. Your messaging is selfish. Here is the uncomfortable truth every DTC brand needs to hear.
You are not losing sales because your product sucks. You are losing sales because your homepage won’t shut up about you. Every sentence you write about your mission, your story, your journey, your brand values is one less reason for the buyer to care.
Buyers are not emotionally invested in you. They are scanning for themselves. And if they do not see themselves fast, they bounce fast.
Most DTC founders do not want to hear this. But if you care more about your brand than your buyer, your buyer will always care more about someone else.
Here is the uncomfortable truth every ecommerce brand needs to confront.
Your buyer is not reading – they are scanning for themselves
Your ecommerce homepage has 8 seconds to matter.
Not 8 seconds to explain your backstory.
Not 8 seconds to build trust.
Just 8 seconds to prove relevance.
And relevance is not created by saying who you are. It is created by reflecting who they are.
Buyers skim homepages the same way they skim dating profiles. They are not here for paragraphs. They are here for recognition.
If your first screen says:
“We believe in…”
“We started…”
“Our mission is…”
You already lost. The buyer is not looking for your why. They are looking for their want. If the page does not mirror their pain, desire, or identity, they leave without thinking.
Not because you are bad. But because you are invisible.
Features inform – feelings convert
Sustainable. Ethical. Handmade. You have seen these words on every product page on the internet. And none of them convert without emotion.
People do not buy what something is. They buy what it means for them.
Sustainable might mean pride. Handmade might mean craftsmanship. Ethical might mean alignment with identity.
Features are neutral. Emotion is leverage.
Joanna Wiebe, founder of Copyhackers teaches this principle clearly: Features are inputs. Emotion is the output.
If your copy does not create a feeling, it will not create a click. Buyers brag about how something made them feel. Never about which features it had.
Your homepage is not a finish line – it is a traffic light
Most brands treat their homepage like the final destination. The truth is simpler: it is a traffic light.
Green means go. Red means bounce.
Your homepage is not there to tell your whole story. It is there to earn the first yes. That first yes is emotional. Quick. Instinctive. Subconscious.
But most brands overload the homepage with explanations and background and narrative and context that nobody asked for.
The buyer is not looking for everything. They are looking for direction.
Clarity beats comprehensiveness every time.
Stop thinking like a founder. Start thinking like a guide. Show the path. Let them walk it. Do not block the way with paragraphs you think matter.
If your copy says we more than you, the buyer has already tuned out
Go to your homepage. Count how many times you say we, our, or us. Then count how many times you say you.
Most brands get this ratio catastrophically wrong. Every time you say we, you shift attention to the brand. Every time you say you, you shift attention to the buyer. And the buyer only cares about the second one.
Joanna Wiebe teaches that great copy reflects the voice of the customer. And here is the simple truth: The easiest conversion boost you will ever get is replacing we with you.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.