I reviewed hundreds of homepages last week for a post.
The number one culprit that made them unclear?

👇🏻
Leading with business outcomes

Homepage after homepage simply stated what high level business outcome the company promised to influence:

"Increase your revenue"
"Reduce your costs"
"Get more customers"

The issue is that business outcomes are the function of many different things.

And any number of companies could claim to drive the same outcome.

You also aren't doing yourself any favors when it comes to differentiating from the competition (because they all claim to drive those same identical business outcomes.)

So by simply stating a business outcome, you haven't actually told your customers anything about what your product actually is.

If you never say what your product is...
...it will be pretty difficult to gain traction.