Website Homepage Design: What to Include
Your homepage is often the first page visitors see, and it has to do several jobs quickly: explain what you do, build trust, and point people to the next step. You do not need to cram everything onto it. You need the right things in the right order.
A clear headline
Say what you do and who it helps in plain language. Avoid vague slogans. Someone landing from a search should know within a few seconds that they are in the right place.
A short supporting line
One or two sentences expanding on the headline: the main benefit, what makes you different, or how it works. Keep it focused on the visitor.
A primary call to action
Give people an obvious next step, such as "Get a quote," "Book a call," or "Shop now." Place it near the top and repeat it further down. Learn more about writing calls to action.
Easy navigation
Include a simple menu with your most important pages. See navigation best practices.
An overview of services or products
Briefly list your main offerings with links to detail pages. Each service page can go into depth, so the homepage only needs a summary.
Social proof
Testimonials, client logos, ratings, or short case studies reduce risk in a visitor's mind. Use genuine, specific examples. We discuss options in using social proof.
Real people and imagery
Photos of your team, your work, or your products make a business feel real. Avoid generic stock images where you can. See how to use images.
Trust details
Show contact information, location, accreditations, or guarantees. Visitors look for evidence that you are legitimate.
A short "how it works" or process
If your service involves steps, a simple three- or four-step outline reduces uncertainty.
A closing call to action
At the bottom, offer the next step again, along with contact options. People who scroll that far are interested.
What to leave out
Auto-playing sliders, long introductions, and cluttered sidebars rarely help. Focus on clarity.
The bottom line
A great homepage answers three questions: what is this, is it for me, and what do I do next? Design everything around those.