Your homepage has one job: get the right people to take the next step. Not to tell your life story. Not to show off a slideshow. One job.
Here's the structure we use for small business sites. Steal it.
1. Say what you do, for who, and where. Up top.
The first thing on the screen should answer "am I in the right place?" in about three seconds.
- Bad: "Welcome to Smith & Co. Excellence since 1998."
- Good: "Kitchen fitters in Newcastle. Designed, fitted and finished in three weeks."
2. Put the next step right next to it
One clear button: "Get a quote", "Book a table", "Call us". Plus your phone number, if people ring you. Don't make anyone scroll to find out how to give you money.
3. Show proof, early
Real reviews, real photos of real work, recognisable clients. Proof beats promises. A short review with a first name and a town does more than a paragraph about your values.
4. List what you do, in plain words
Three to six services, each with one sentence and a link to its own page. Use the words your customers use. Nobody searches for "bespoke thermal solutions". They search for "boiler repair".
5. Answer the worries
What stops people enquiring? Usually price, time, and "will they actually turn up". Answer those on the page: a "from" price, how long things take, how quickly you reply.
6. Ask again at the bottom
Anyone who scrolled to the end is interested. Give them the button again. Make it easy.
What to cut
- Sliders. Nobody waits for slide three.
- "About us" essays on the homepage. Link to them instead.
- Stock photos of people shaking hands.
- Pop-ups that appear before the page has even loaded.
Then check it on your phone, because that's where most of your visitors are. If the button isn't visible without scrolling, move it up.
Want a homepage that pulls its weight?
We build small business websites from £750, written to bring in enquiries. Or get a free website audit first.
Rather we just did it? That's literally the job. See our web design service or the prices.
