Your homepage is crucial to your business’s success. It’s where first impressions form and brand perception begins. In just a few seconds, your visitors decide whether they trust you, understand your offer, and want to keep exploring.

So how do you design a homepage that fits your brand and converts?

What to Include on Your Homepage

1. Headline That Speaks to Your Ideal Client

Your headline is the very first message people will see—it should be crystal clear and emotionally resonant. Think of it as your brand’s promise in a sentence.

Example:
“Helping creative entrepreneurs elevate their online presence with intentional, high-converting design.”

• Keep it clear, confident, and benefit-focused
• Pair it with a strong subheading or call-to-action

2. Strategic Call to Action (Above the Fold)

Don’t make visitors scroll to take action. Place a CTA like:

• “Book a Discovery Call”
• “View My Portfolio”
• “Explore Design Services”

This guides the user immediately and reduces decision fatigue.

3. Short, Skimmable Introduction

A short paragraph or two about who you are and who you serve creates connection. Focus less on your full bio here, and more on the transformation or feeling you create.

Save the full story for your About page—this is a teaser.

4. Overview of Your Core Offerings

Guide them into the what—what services or products you offer. Use short blurbs or sections with:

• Icons or visuals
• Clear headings (e.g. for photography website: “Wedding Sessions,” “Lifestyle Sessions,” “Newborn & Engagement Sessions”)
• Quick links to learn more

This helps your audience self-identify and take the next step.

5. Portfolio or Highlight Reel

You don’t need to show everything—but you do want to create a sense of credibility and creative vision. Choose 3–5 standout pieces, or link to your full portfolio.

Include visuals, context, and client wins if possible.

6. Testimonials or Trust Builders

Use 1–3 client quotes that showcase your impact. Social proof works best when placed near your services or CTAs.

• Include names/photos for authenticity
• Choose testimonials that speak to your process and results

7. Email Opt-In or Freebie (Optional but Powerful)

Want to nurture your audience after they leave? Offer a free guide, quiz, or checklist that aligns with your core service. It builds trust and keeps you top of mind.

Position it mid-way down the page, or as a pop-up with purpose—not interruption.

8. Clear Footer Navigation

End strong with a well-designed footer that includes:

• Key page links (About, Services, Contact)
• Social icons
• Legal links (privacy policy, terms)

What to Leave Off Your Homepage

1. Overwhelming Blocks of Text

Skimmability is essential. If you’re writing paragraphs longer than 3–4 lines on your homepage, break them up or move them to a deeper page.

2. Outdated or Irrelevant Projects

If it’s not aligned with your current brand or ideal audience, it doesn’t belong on your homepage. Curate like an art gallery—not a storage unit.

3. Too Many CTAs

One primary call to action. Two at most. More than that, and your audience gets confused about what to do next.

4. Autoplay Music or Pop-Ups That Interrupt

Creative doesn’t mean chaotic. Prioritize experience and accessibility—subtle animations or intentional interactivity go further than intrusive pop-ups or sound.

5. Personal information that does not relate to your business

You are the heartbeat of your brand, but your customer wants to see how they fit in. When you focus on your business, you allow your customer to envision how your products or services can fit in their life. While your personality and value can be used to provide connection, be sure to not ostracize your customer when sharing stories that they cannot see themselves in.

Final Thoughts

Your homepage isn’t just a welcome mat—it’s a brand story, sales funnel, and trust builder all in one. The best homepages feel like they guide the visitor, not overwhelm them.

When in doubt, simplify. Focus on clarity, trust, and flow—and you’ll invite the right people to take the next step.

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Interested in creating an impactful website?