Some might argue for Beverly Hills, New York City, or the Washington D.C. area, but if you ask me — your website homepage is the most valuable piece of real estate you can invest in.

Why? Your homepage is the first place most people will see when they visit your website. Even if they visit your website through a different page, they’re sure to make it to your homepage to learn more about you, your business, and the products or services you have to offer.

If you’re not giving your homepage the attention it needs, you could already be missing out on valuable opportunities for your business.

Here are three mistakes I often see small business owners make on their website homepage:

The resume mistake

A copywriter friend recently got a healthcare marketing consulting job. The healthcare professional’s homepage was dominated by “welcoming” the visitor and listing various academic milestones and credentials.

It went on and on without ever really making a case for why a prospect should choose this professional over the next guy.

For many people, the only self-promotional materials they have ever written are their own resumes. So when they write for their websites — or for a social media site like LinkedIn — everything ends up sounding like a resume.

The fact that this healthcare professional graduated “magna cum laude” may have impressed her parents back in the day, but it’s not as relevant now.

Instead, focus on the details that make you stand out from your competition and showcase the value you have to offer potential customers.

The “Have you seen my vacation pictures?” mistake

This is the one where the homepage drones on and on about what a wonderful and accomplished person the owner is. It’s self-aggrandizing to the max. In today’s world, personal branding is important; personal bragging isn’t. Can you recognize the difference?

If who you are plays an important role in what your business is, then your personality needs to come across. However, you need to accomplish this without boring your prospect.

After reading your web page, your prospect must want to spend more time with you. You must pique the interest of visitors and establish rapport (engagement).

The “Howdy y’all!” mistake

This one treats homepage copy like a greeting card. You’re so happy and glad someone finally came to your homepage, you feel the need to extend your most sincere welcome. Often the people making this mistake just have no idea what they should be saying.

Unfortunately, on the Internet, you don’t get anyone at “hello.” Internet users are an impatient audience and when they land on your homepage, they are usually on a mission; they don’t have time to waste with casual small talk.

Are you seeing a pattern here?

These are all mistakes because they don’t communicate a unique selling point quickly, efficiently, and effectively.

If you suspect that your homepage — or other promotional materials — could be making some of these errors, rethink them as an elevator pitch or landing page with a catchy headline and copy that pulls the reader in and makes your case with no fuss or muss.

Want feedback on your own homepage? Comment on this post with your website URL, and we’ll tell you what we think!

About the Author: Susan Solovic is THE Small Business Expert. Sign up for Susan’s Success Tips Newsletter and get your free copy of “Smart Marketing Strategies for Small Biz” ebook.