What should go on your homepage?

What you do, who it’s for, why you’re the safe choice and what to do next, in the first screen or two.

Everything else is supporting detail. Your homepage isn’t a brochure. It’s your Oxford Street shop window.

You’ve got seconds, not minutes

Think about who’s visiting. They’ve got a million other things to do. Have they fed the cat? Picked the kids up from school? You get five seconds, maybe thirty, to capture their attention.

So get rid of the fluff. Tell them exactly what you do and how it helps them. They care about their problems, not your mission statement.

What to put on it, top to bottom

• A clear headline. What you do, and for whom. Plain words beat clever ones.
• Quick proof. Your review rating, years in business or a recognisable client or two.
• One obvious next step. A main button, and a softer option for people who aren’t ready yet.
• The problems you solve, in your customers’ words.
• Your services, each linking to its own page.
• Real results. Case studies with numbers, logos and reviews.
• How it works, in three simple steps.
• The people. People buy from people, so show who they’ll be dealing with.
• Answers to common questions, including price.
• A final call to action, so nobody reaches the bottom wondering what to do.

What to cut

• sliders that rotate before anyone reads them
• “Welcome to our website”
• vague promises about passion and excellence
• stock photos of people shaking hands

Want a second pair of eyes on yours? Get a free Growth Audit, or see how we approach website design.