Your homepage introduces your business and guides visitors. Before writing, ask: what is the one main action you want visitors to take? Everything on the page should support that.
Core sections
Hero section
Visitors decide within seconds whether to stay. Include:
- Clear statement of what you do
- Who you help
- The outcome you deliver
- One CTA
Examples:
- “WordPress websites that help your business grow.”
- “Shopify stores built to convert.”
Avoid vague statements like “Digital solutions for modern businesses.”
Supporting subheadline
One sentence that clarifies the hero message. Example: “Custom-designed, fast, and built for performance—so your website works as expected.”
Key benefits
Highlight benefits, not features. Examples: more enquiries, better conversions, modern presence, easier management, stronger SEO. Use bullet points for skimming.
Short intro
One or two paragraphs on who you are, what you do, and your approach. Link to your full About page. See How to write about page content.
Services overview
Guide visitors to core services. Each service needs a short explanation, a benefit, and a link to the service page.
Social proof
Testimonials, case study highlights, or logos. You don’t need a full case study—a taste is enough.
Process
A simple 3–4 step process reduces friction. Example: Book a call → Plan the project → Design and build → Launch and support.
Final CTA
One clear CTA at the bottom. Examples: “Start your project”, “Book a call”, “Get in touch”. Avoid generic labels like “Contact” or “Submit”.
What not to include
- Full biography
- Technical explanations
- Everything you’ve ever done
- Too many CTAs competing for attention
The homepage is a gateway, not a library.
SEO and AEO
- Clear structure
- Internal links to services, domains, hosting
- Fast hosting (see How hosting affects website speed)
- Direct, structured content for AI systems
Checklist
- States who you are and what you do
- Explains who you help
- Highlights main services
- Includes trust elements
- Shows your process
- One clear CTA
- Easy to skim
Need help with content structure or strategy? Get in touch →