What to put on your homepage, and what to leave off
Short answerA good small business homepage answers three questions fast: what you do, who it's for, and what to do next. Include a clear headline, one main call to action, proof that you're trustworthy, a short overview of your services, and an easy way to get in touch. Cut sliders, vague mission statements and anything that slows the page down.
Key takeaways
- Your headline should say what you do in plain words, not a slogan.
- Pick one main action and repeat it, rather than five competing buttons.
- Proof beats claims: reviews, results, logos and real photos.
- If a section doesn't help someone decide, it can probably go.
What to include on your homepage
1. A headline that says what you do
"Excellence in every detail" could be a law firm or a car wash. "Family dentist in Leeds, open Saturdays" can't be anything else. Be specific. Clever can come later.
2. One clear next step
Decide what you want most visitors to do: call, book, request a quote, buy. Make that the main button and repeat it down the page. Secondary actions can exist, but they should look secondary.
3. Proof you're the real deal
Reviews, star ratings, client logos, before-and-after photos, years in business, a result you're proud of. Put some of it near the top. People decide whether to trust you surprisingly quickly.
4. A quick overview of what you offer
Three to six services or products, each with a short line and a link to its own page. Those inner pages are where the detail lives and where a lot of your search traffic will land.
5. How it works
Three or four simple steps take the mystery out of hiring you. It's one of the easiest ways to reduce "I'll think about it."
6. Answers to common questions
A short FAQ handles objections before they happen, and question-and-answer content is exactly what Google and AI assistants like to quote.
7. Easy contact details
Phone, email, location or service area, and hours. On mobile, make the phone number tappable.
A simple order that works
- Headline, short supporting line and main button
- Proof: reviews or logos
- Services or products
- How it works
- A bit about you, with a real photo
- FAQ
- Final call to action and contact details
It isn't the only structure, but it's a reliable starting point. It's also roughly the order we use when we design a small business website.
What to leave off your homepage
- Image sliders. Hardly anyone waits for slide three, and they slow the page down.
- "Welcome to our website." They know. Use that space to say something useful.
- Vague mission statements. Save them for the About page, and make them specific there too.
- Autoplay video with sound. A fast way to lose a visitor in a quiet office.
- Generic stock photos. Handshakes and headset-wearing models make you look like everyone else.
- Five different calls to action. When everything is important, nothing is.
A quick five-second test
Show your homepage to someone who doesn't know your business for five seconds, then close it. Ask them what you do, who it's for and what they'd click. If they can't answer all three, the top of your homepage needs work.
Want a homepage built around these principles? Our web design service starts with exactly this kind of thinking, and our packages start at $99.
Frequently asked questions
How long should a homepage be?
Long enough to answer the main questions a new visitor has, usually six to eight short sections. Length matters less than whether each section helps someone decide.
Should I put prices on my homepage?
If your prices are simple and competitive, showing a starting price filters out poor-fit inquiries and builds trust. If every job is different, link to a pricing or quote page instead.
What is the most important part of a homepage?
The top section: your headline, supporting line and main button. Most visitors decide whether to stay based on what they see there.