Your homepage isn’t just a landing page. It’s your first impression, your pitch, your digital storefront—and it plays a huge role in whether someone clicks away or says, “This is exactly who I’ve been looking for.”

But here’s the thing: most small business homepages are cluttered, unclear, or missing key info that helps visitors turn into paying clients.

So let’s break it down—section by section. Whether you’re a service provider, coach, creative, or ecommerce founder, here’s exactly what your homepage needs to connect, convert, and confidently represent your brand.

Why Your Homepage Matters More Than You Think

Think of your homepage like a first date. You’ve got seconds to make someone feel like they’re in the right place—and if it’s vague, slow to load, or confusing, they’re gone.

According to Nielsen Norman Group, users typically leave a webpage within 10–20 seconds if they’re not interested. That’s why clarity, visual appeal, and strategic layout are non-negotiable.

But good news: with a few key elements, your homepage can become a conversion engine instead of just a digital brochure.

The Mistake I See All the Time

I’ve worked with dozens of clients who poured their heart into a gorgeous homepage… that still didn’t convert. Why?

Because it looked great—but it didn’t communicate value, show proof, or guide people toward action.

Once we implemented these 9 core sections I’m about to show you, their bounce rates dropped, email signups went up, and they finally felt proud sending people to their site.

Here’s what your homepage really needs to do the same.

The Stats Don’t Lie

• 75% of consumers admit to making judgements on a company’s credibility based on the company’s website design.
• 70% of small business websites lack a Call to Action (CTA) on their homepage.

Want your homepage to work as hard as you do? Let’s get into the good stuff.

The 9 Essential Elements of a High-Converting Homepage

1. A Clear, Benefit-Focused Headline

This is the first thing someone sees—and it should instantly tell them what you do and why it matters. Avoid generic phrases like “Welcome to my website” and go straight for the value you offer.

Bad: “Helping people thrive”

Better: “Bold branding and website design for service-based businesses who want to stand out and sell more”

Make sure this headline is above the fold (visible before scrolling). Clarity always beats cleverness here.

2. A Subheadline That Adds Context or Personality

Your subheadline supports the main headline. It’s a chance to explain who you help, what you offer, or what makes your approach unique—with a dash of personality.

Example:

Headline: Websites that work as hard as you do

Subheadline: One-day design sprints for service providers who are done DIY-ing

This small line can build trust and help the reader self-identify with your message.

3. A Strong Call to Action (CTA)

Every homepage should have one primary goal—and your CTA should reflect that.

Whether it’s “Book a call,” “Browse services,” or “Join the waitlist,” your button needs to be visible early and repeated throughout the page.

Pro Tip: Avoid passive CTAs like “Learn more.” Go for action-driven text like “Let’s build your brand” or “See how it works.”

4. A Brief But Impactful About Section

People want to know the person or mission behind the brand. But your homepage isn’t the place for your life story—save that for your full About page.

Instead, include a few quick lines about who you are, what you do, and how it benefits the client. Bonus points for a photo of you to build trust.

Want a great example? Check out how Jenna Kutcher’s site introduces her in just a few lines, with a clear link to her full story.

5. Services or Offer Snapshot

What do you offer, and how does it help? Give people a preview of your services with short blurbs, visuals, and clickable links to your full services or product pages.

Don’t just list features—focus on outcomes.

Bad: “Custom website design”

Better: “Done-in-a-day websites built to help you convert more and grow faster”

6. Testimonials or Social Proof

Let your past clients do the talking. Trust signals turn browsers into buyers. A few short quotes that highlight transformation, results, or emotional wins can be powerful.

Use real names, headshots, and job titles if you can. These add credibility and build trust quickly.

• Feature 1–3 short, powerful testimonials from past clients.

• Choose quotes that highlight results, transformation, or emotional impact.

• Add names, business titles, and photos when possible.

7. Brand-Aligned Visuals

Your visuals should reinforce your message—not distract from it.

Use consistent brand colors, fonts, and imagery that reflect your vibe (earthy, bold, luxe, minimal, etc). And please ditch the generic stock photos—invest in quality brand photography or UGC.

If you’re looking for clean, aesthetic images, Pexels and Unsplash are great free resources.

8. Clean, Strategic Navigation

Keep your nav menu simple—4 to 6 links max. Prioritize pages like Home, About, Services, Portfolio, and Contact.

Avoid clever but confusing labels. “Let’s Chat” might sound cute, but “Contact” is what people are scanning for.

Also, make sure your menu is mobile-friendly. Over 55% of web traffic now comes from mobile devices.

9. A Final CTA or Lead-In

Don’t let your homepage fizzle out. You always want to make it clear and easy to follow the next step. Optionally, include a short FAQ or quick links to help hesitant visitors. End with one last prompt—something like:

• “Ready to get started?”

• “Let’s make your brand impossible to ignore.”

• “Need help deciding? Book a free clarity call.”

This section should remind visitors what you offer and give them a clear next step.

Final Tips

• Add a site-wide announcement bar to highlight promos or lead magnets
• Embed a welcome video if your brand is personality-driven
• Connect your homepage to your email platform with a freebie opt-in

Want a Website That Checks Every Box?

If reading this list has you rethinking your current homepage, don’t stress—this is exactly what I help my clients with every day. Whether you’re launching something new or updating a dated site, I can help you create a homepage that actually works.

👉 Explore the Website in a Day Service

👉 Wondering How to Make a website in a day?

Let’s turn your homepage into a high-converting, client-booking machine.

Frequently Asked Questions