What Should Be on Your Homepage? A Checklist for FamTech Brands
Your homepage isn’t just your digital front door—it’s the moment someone decides whether your brand is relevant to them or not.
In FamTech, that decision happens fast. Families are busy, stressed, and often navigating emotionally complex challenges. If your homepage isn’t clear, helpful, and easy to digest, they won’t stick around.
The good news? You don’t need a flashy redesign.
You just need the right building blocks.
Here’s a simple, strategic checklist to make sure your homepage is doing its job.
1. A Clear Statement of What You Do and Who You Help
This is the most important piece of real estate on your site: the first sentence someone reads. If it takes more than a few seconds to understand what your product or service is, you’ve already lost them.
Quick tip:
Answer this question in plain language:
“We help [who] do/solve [what] by [how].”
Example:
“We help new parents stay organized during the first year of their baby’s life—with tools, checklists, and trusted advice.”
2. A Strong Supporting Message That Builds Trust
Once someone understands what you offer, they need to know:
Can I trust this? Does this feel like it’s made for me?
This is where a short paragraph (2–3 lines) can do a lot of heavy lifting—offering emotional reassurance or explaining what makes your approach unique.
Try this:
Use phrases like:
“Built with real families in mind”
“Designed by experts in early childhood development”
“Trusted by over 10,000 caregivers nationwide”
3. A Compelling Visual or Demo
Show, don’t just tell. Whether it’s a product screenshot, a short video, or a lifestyle image that reflects your audience’s world—give people something they can relate to or imagine themselves using.
Quick tip:
Avoid abstract tech illustrations. Use visuals that make your value tangible.
4. A Single, Clear Call to Action
Your homepage should lead visitors to do one primary thing. Whether that’s signing up, booking a demo, or downloading a resource—don’t make them choose between six buttons.
Instead of:
“Download the app”
“Book a consult”
“Read our blog”
“Subscribe to updates”
“Follow us on Instagram”
Try:
“Get Started”
“Try it Free”
“See How It Works”
Once they engage, you can guide them deeper. But the homepage should be focused.
5. Social Proof (Even If It’s Early)
FamTech purchases are trust-heavy. Show that others have used and valued your product. This can be as simple as:
A customer testimonial
A recognizable partner logo
A stat (“Used by over 2,000 families”)
Don’t have a lot of users yet?
Use a quote from a beta user or expert, or a message from your founder that builds emotional connection.
6. A Simple Explanation of How It Works
Many FamTech products solve complex problems—but your explanation shouldn’t feel complex. A short section with 3–4 steps or icons can quickly give your audience clarity and confidence.
Example:
Sign up in minutes
Answer a few questions
Get a personalized plan
Track your progress with reminders
7. An Option to Stay in Touch
If someone’s not ready to act today, give them a low-commitment way to stay connected. This could be:
A lead magnet (checklist, guide, etc.)
A newsletter sign-up
A “Learn More” CTA that goes deeper
The goal? Don’t lose them just because they’re not ready right now.
Final Thought: Simplicity Wins
The best homepages aren’t the most crowded or clever. They’re the clearest.
Your homepage isn’t meant to do everything. It’s meant to:
Confirm your relevance
Communicate value
Build trust
Drive one action
If you get that right, you’ve done more than most.
Need help getting your homepage in shape?
I help FamTech companies develop messaging, structure content, and turn websites into strategic tools for growth. If your homepage could use a second set of eyes—or a complete rethink—I’d love to help.