I reviewed 28 SaaS homepages. Here are the 5 conversion mistakes I found on almost every one.

Not theory. Not best practices from a blog post.
Actual problems from actual homepages I audited over the past few weeks.
Here's what keeps showing up:

1. The hero headline tries to say everything — and says nothing
   "Endless possibilities for all." "Build and experiment token-based payments 100X faster." "Turn recognition into performance."
   I saw this on almost every homepage I reviewed. The founder knows the product so well they forget the visitor knows nothing. The headline tries to communicate three things at once and ends up communicating none of them.
   A visitor who can't tell what you do in 5 seconds doesn't scroll. They leave.

2. The strongest benefit is buried below the fold
   One product I audited had "Save two hours per day" as their headline stat. It was the clearest, most compelling thing on the entire page.
   It was halfway down. Most visitors never saw it.
   The best thing about your product should be the first thing a visitor reads — not a reward for scrolling.

3. Features everywhere. Benefits nowhere.
   "Access payments." "Transfers." "AI-powered summaries." "Team collaboration."
   These tell a visitor what the product has. Not what they gain.
   Nobody buys a feature. They buy the result it produces. "Save two hours a day on client emails" converts better than "voice message integration" every single time.
   Run the So What test on every line of your homepage. If you can't answer So What in one sentence — rewrite it.

4. Trust signals appear too late
   I audited a payment product trusted by 900,000+ businesses. Zero testimonials on the homepage.
   I audited an AI tool with recognizable partner logos — buried halfway down the page where skeptical visitors never reach.
   Trust isn't something you build at the end of the page. It's what makes someone keep reading in the first place. If your first trust signal is below the fold — you're losing the visitors who needed convincing most.

5. Too many CTAs — so visitors click none
   "Get Started." "Book a Demo." "Watch Video." "Start Free." "Learn More." — all on the same page, sometimes in the same section.
   When everything is a CTA nothing is. Visitors presented with too many options often choose none. Every page should have one primary action it's trying to drive. Everything else is secondary.

These five mistakes don't require a full redesign to fix.
They require clarity about what you're trying to say, who you're saying it to, and what you want them to do next.
I run this audit on SaaS homepages every week. If you want me to run it on yours — drop a comment or DMs open.