Your homepage is usually the first thing people see, and often the only page they look at before deciding whether to contact you. That makes it the most important page on your site, and also the one most often cluttered with things that don’t help.
Here’s a simple structure that works for most small businesses, from top to bottom.
1. A headline that says what you do
The first thing visitors read should answer “Am I in the right place?” Be specific: “Family-run bakery making fresh bread and celebration cakes” beats “Passion. Quality. Excellence.”
Underneath, add one short line explaining who you help or where you work, and a clear button to get in touch.
2. Your main services, briefly
List your three to six core services with a sentence or two each. If you have separate pages for them, link through. Visitors should be able to see at a glance whether you offer what they need.
3. Why choose you
What makes you different from the next business on the search results? Years of experience, a guarantee, fast response times, a particular specialism, being family-run. Pick the three that matter most to your customers and say them plainly.
4. Proof
A few genuine reviews, photos of real work, logos of organisations you’re accredited with, or a short summary of results. This is where a visitor goes from “they seem fine” to “I trust them”.
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See what’s included →5. How it works
A simple three or four step outline of what happens when someone gets in touch: they call or fill in the form, you visit or reply with a quote, the work gets done. It removes uncertainty, which is often the real reason people hesitate.
6. A final call to action
End with a clear invitation to get in touch, repeated contact details and, if relevant, your opening hours and the area you cover.
What to leave off
- Long company histories — save these for an About page
- Automatic sliders — most people never see past the first slide
- “Welcome to our website” — it uses your most valuable space to say nothing
- Old news posts — a “latest news” item from years ago makes you look inactive
- Every single detail — your homepage is a summary, not a brochure
A useful rule: for every section, ask “does this help someone decide to contact us?” If the answer is no, move it to another page or remove it.
The bottom line
A good homepage is clear, focused and short enough to read on a phone. Say what you do, show why you’re trustworthy, and make it easy to take the next step. Everything else is optional.