What should be on your website homepage (with examples!)
A homepage, an About page, a Service page, a Product page — there are many different website pages that are important for your business. Perhaps none are as important as a homepage. After all, a great homepage can lead to improved brand awareness and better overall website conversions, both things that can be game-changing for your business.
But what are the details that make a homepage effective? Well, in this blog post, we’ll go over everything you need to know about website homepages, including what are its key parts, why it’s important, and what to put on them.
Keep reading!
What is a website homepage
A website homepage is the default page of your website. It is typically one of the first things a visitor sees when they visit your website, making it a crucial element for creating a strong first impression.
Purpose of homepage
Your homepage is one of the most important pages of your website. But what is its main purpose and why is it important?
To capture attention
One of the main purposes of a homepage is to grab attention. After all, it takes roughly .05 seconds for a user to decide whether they like your website. If you impress them, they’ll stay, if not, they’ll leave to find a business website they do like. Harsh, I know!
Knowing how easy it is to lose attention, it’s important to make sure all parts of your homepage, like its content and design, are in as good a shape as possible.
To introduce your business
Your homepage should quickly and clearly tell visitors what your business is all about. This includes telling your visitors who you are, what you do, and why it matters. It also includes highlighting your main products or services, and your unique selling point that makes your business different from all the other ones out there.
To establish trust
Your homepage should also establish trust. How do you do this? Well, with your content and design. We’ll get into the content of a homepage later in this blog, but as for design, your website needs to look professional. In fact, 75% of people say they make judgments about a business’s credibility based on their website design. If your website doesn’t look professional at the moment, invest in a web designer to help you create the vision you have from scratch or use a website template.
To tell your audience where to go
While your homepage should be able to give an overview of your business, there is typically only enough time to give a sneak peak, not a full explanation. While your navigation is there as a static map of your website, the different sections of your homepage should give enough information to intrigue your reader and make them want to learn more in a more-detailed page. CTAs will usually be there to guide visitors to those pages.
Parts of a website homepage
While, of course, website homepages might look different depending on the needs of your business, BUT, for the majority of businesses, there are a few parts of a website homepage that are fairly standard.
Logo & navigation: The very top of a homepage typically features your business logo and navigation bar. A navigation bar is designed to help visitors easily navigate through different sections and pages. It typically appears at the top of the website and like the logo, remains consistent across all pages.
Hero section: The main visual area at the top of the homepage. It often features a large image or video, a headline, and a CTA. This section is used to grab attention and convey the site's primary message or value proposition.
Headline: The text (H1 tag) that is usually overlayed on the hero image and is a concise summary of what the website is about.
Website content: The website content on a homepage highlights the key details of your business, like what the business does, the benefits it brings, products and services, and more.
Call-to-actions (CTAs): Buttons or links that encourage visitors to take specific actions, like signing up for a newsletter or exploring other pages.
Footer: Similar to the navigation, a footer remains constant throughout the entirety of your website. It is located at the bottom of your site, and typically provides additional navigation options, contact information, social media links, and legal notices.
What details to put on your website homepage (with examples)
One of the most important purposes of a homepage (as stated above) is to introduce your business to your visitor. And there are a few key details you need to include on your page in order to do this. Let’s dive into these with some homepage examples as a guide.
Your value proposition
You know what you need your visitor to understand after reading your homepage?
Why they should choose your offer over your competitors.
In other words — your value proposition.
Your reader should be able to leave your homepage with an understanding of your value proposition so they can decide if it’s something they want to explore. And in an online world where the alternative to your business is really just a click away, you NEED to be able to identify and explain what makes your business different and better for your customers. This may be related to the breadth of choices you provide, price, availability, or something else.
Because your value proposition is so important, it’s typically stated in the Headline and subheadline of your homepage, the very first thing your visitor will read.
For example, take a look at HubSpot’s value proposition. Its headline immediately states the value of using HubSpot, “growing better” and makes a reference to how while other software is often overpowering, HubSpot is not.
Image source: Hubspot
An overview of your offers
If you have multiple offers, you’ll also need to establish what exactly they are on your homepage, with a short description of what each offer is. For example, Kalungi lists their three core offers on their homepage with CTAs to guide their visitors to learn more about these offers. Winning by Design does the same.
Image source: Kalungi
Image source: Winning by Design
Benefits of what you do
Your homepage is where you should be explaining the benefits of what you do, that is, what your reader should expect to get out of your offer. For example, let’s say you’re a dog trainer. What are the benefits your clients should expect from working with you? Maybe it includes eliminating problematic behaviors such as excessive barking, jumping, and chewing. Or maybe it includes less anxiety in new situations as a result of socialization.
Your homepage is a time to highlight these benefits and not necessarily the exact features of your offer. You can explain that further in other pages like your service or product page. You only have so much time on your homepage to give information, so highlighting the benefits of an offer over the features of an offer is generally the way to go.
Sprout Social manages to explain the benefits of their offer in a succinct, easily digestible way. And while the homepage mentions benefits like “transition seamlessly,” it doesn’t get into what that whole process looks like yet.
Image source: Sprout Social
Who you are
You and your offer are two separate things. Your reader may be intrigued by your offer, but if they don’t feel they can trust you, why would they want to work with you? This is why including some information on who you are is important.
This is especially crucial for service businesses because people want to know the team behind the brand. After all, they’ll need to work side by side with you so a short explanation of who you are can be enough of a vibe check to convince them to explore more.
For example, check out Single Grain’s short intro into who they are as a business. Notice how although this section is about Single Grain, it still focuses on what the reader will get out of working with them.
Image Source: Single Grain
Social proof
You know the saying — “if you got it, flaunt it!” The same is true with showing off what your business has done for people on your homepage.
Social proof is powerful, and has even been shown to increase sales page conversions by 34%! The reason behind this is simple psychology — humans are social creatures and we look for “cues” from our peers to decide what to do. If we’re shown evidence that our peers have used a product or service and benefited from it, we want it too!
For example, check out how Zendesk includes multiple testimonials front and center of its homepage.
Image source: Zendesk
And while social proof in the form of testimonials or reviews are great, statistics of some of your achievements, or your clients/customers achievements, are also very powerful. Zendesk included both types of social proof in its homepage for extra impact.
Image source: Zendesk
Call to actions
If you want your visitors to do certain actions, guide them with call to actions. For example, when you provide a sneak peak of one of your offers, put a call to action for them to check out the offer page. When you provide a sneak peak of your team, put a call to action for them to check out your About page. Your homepage is full of high-level overviews, but your call to actions should guide them to dive deeper.
And don’t be afraid to be generous with your call to actions. For example, HubSpot has over 20 CTAs on their homepage.
Image source: HubSpot
Resources
If you have free resources that you offer your audience, it’s important to make it easy for them to access them from your homepage. These resources can help you prove your authority on the topic of your offer and also get your visitors to spend a little more time with your business and website.
For example, on Ahref’s homepage, they include links to many of their free resources like courses, YouTube videos, and blogs.
Image source: Ahrefs
Target keyword
Good website copy incorporates SEO.
Why?
So Google can find you and show you to new audiences. And while many businesses put all of their SEO efforts into their blog posts, targeting informational-intent keywords, your homepage could rank for buyer-intent keywords, or keywords people search when they are ready to buy and are simply looking for the right fit.
For example, if you’re a wedding photographer in Austin, you may want to target a keyword like “wedding photography service in Austin.” If someone searches that word in Google and finds your website, they are more likely to purchase your services quickly compared to someone who finds your website through an informational blog and may not be ready for your services, YET.
Or look at how Upfluence is currently ranking very high on Google for their target keyword “Influencer Marketing Platform” because their homepage is optimized for that keyword. They probably get a lot of qualified leads just from that!
Image source: Upfluence
Tips for writing a good homepage
Write your headline last
Attention spans are short—only about two out of 10 people read beyond a headline. So, if you don't have a good H1 headline, no one will read the rest of your homepage!
And your headline also matters because of SEO. Having a well-crafted headline that includes your target keyword can help you improve your Google rankings for that keyword.
Because your headline is such an important part of your homepage, you need to get it right. And writing it last can really help with this.
When you finish the rest of your homepage, you’ll have a clear picture of what your brand is all about fresh in your mind. This helps you create a headline that perfectly sums up your message.
On the other hand, starting with the headline can box you in. As you write, your ideas will evolve, and your initial headline might not fit anymore.
And by writing it last, you can highlight the best parts of your content. You’ll know exactly what benefits and unique selling points to focus on, making your headline more compelling.
There are a few things to keep in mind when writing a good headline and they come in many different forms. Check out this blog post for more tips on how to write a good headline.
Establish your brand voice
Establishing your brand voice—how you communicate with your audience—on your homepage is crucial. An effective brand voice is consistent across all platforms, and your homepage should set the tone for it all. If your brand voice is funny and casual or professional and informative, make sure that is reflected on your homepage.
Your brand voice builds trust and recognition, making every interaction cohesive. It also makes your brand more relatable. When visitors see a consistent tone, they feel like they’re engaging with a real personality, not just a faceless company. This connection can lead to greater brand loyalty.
If you don’t know what your brand voice is, check out this blog post for tips on defining your brand tone of voice. Knowing your audience and mission helps you create a voice that resonates and stays true to your brand’s values. Remember, a clear and consistent brand voice can turn first-time visitors into loyal customers, so make sure your homepage reflects it well.
Understand your target audience
Understanding your target audience is key when writing your homepage. Here’s why:
First, knowing your audience helps you speak their language. If your site is full of jargon that your visitors don’t get, they’ll leave. But if you use words and phrases they’re familiar with, they’ll feel right at home.
Also, different people value different things. So, if you understand your target audience, you’ll also be able to better understand their needs and what they are looking for, so you can highlight the right benefits that will actually resonate with them.
Understanding your target audience can also help you establish trust with them, because when your audience feels like you get them, they’re more likely to trust you. Plus, a homepage that resonates with your audience creates a better first impression, setting the tone for the rest of their experience with your brand.
Homepage FAQs
What questions should your homepage answer?
There are four main questions that your homepage should answer:
What do you offer?: Clearly state your product or service. Make it easy for visitors to understand what you provide right away.
Why should I trust you?: Highlight your credibility. Use testimonials, reviews, or any awards and recognitions to build trust.
What do I get out of your offer?: Explain the benefits and value. Show how your product or service will improve their life or solve their problem.
What’s next?: Guide visitors on the next steps. Include clear calls-to-action, like “Sign Up,” “Learn More,” or “Contact Us” to direct their journey.
How long should a homepage be?
There’s no perfect number of words that should be included in a website homepage.
In general though, a homepage should be long enough to give a sneak peak into the ins and outs of your business, but not so long that you bore your readers.
It should also be long enough to help you rank high on Google for the keyword you want to rank for. According to Semrush, top performing website pages have an average of about 850 words, so a homepage that is close to that wordcount is a good amount to aim for.
How do I choose my homepage’s target keyword?
In general, the best keywords to target for a homepage are transactional-intent keywords that your target audience is searching when they know exactly what they’re looking for. For example, if you’re a newborn photographer in Dallas, a good keyword may be that exact phrase — “newborn photographer in Dallas.”
Keep in mind that more general keywords tend to be more competitive, so keywords that are more specific about what you offer and who you offer tend to be easier to rank for. For example, “photographer” is harder to rank for than “newborn photographer” and “newborn photographer” is harder to rank for than “newborn photographer in Dallas.”
Is a homepage a landing page?
While homepages and landing pages seem similar, they are different in a few key ways. First, in their focus. While a landing page is focused on persuading your reader to take a certain action, a homepage’s main focus is to inform. Landing pages are also standalone pages without a navigation bar, while you can access many pages from your homepage. Landing page visitors also come from more controlled sources, usually from an ad, while homepages are easy for everyone to access.
Final thoughts
Your website homepage is one of the most powerful pages of your entire site. There’s a lot that goes into it and a lot you need to do in a relatively small amount of words.
Hopefully, this blog post has helped you learn how to create an effective homepage. If you need more help with this, check out my website copywriting services where I will write your homepage for you.
