Every website homepage needs to answer three questions for a visitor within seconds: Who are you? What do you do? What should I do next to work with you?
For every small business website I build, the homepage has one job:
Help visitors immediately understand who the business is, what they do, why people should trust them, and what to do next.
Every website homepage should include:
- A clear headline at the top
- Simple, easy-to-use website navigation
- Trust signals like testimonials and reviews
- Product and service highlights
- Easy contact information with email links
I can’t tell you how many homepages I see that have a large photo at the top with “Welcome to Our Website.”
These business owners are wasting the most valuable real estate on their website!
Website Homepage “Above the Fold” Essentials
Direct Headline
- A headline stating exactly what your business does so visitors know they’re in the right place. State exactly what you do and where, and who you serve (e.g., “Affordable Websites for Northern Michigan” rather than “Beautiful Innovative Solutions”).
Supporting Sub Headline
- Create a short sentence stating what makes you different or why someone should work with you (e.g., “25+ Years of Website Design Experience”).
Primary Call to Action
- One button, one action (e.g., “Contact the Web Designer”:). A single CTA converts better than multiple competing options.
Authentic Hero Image
- Do not use stock images on your homepage. Your main photo should be a REAL photo of your business. You will build local trust when you showcase an authentic photo at the top of your website.
The Best Website Homepage Framework
Clear Hero Section (Above the Fold)
Within 5 seconds, visitors should know:
- What your business does
- Who you help
- What areas you serve (if local)
- How they can get started with you
Example:
- Headline: Affordable Websites for Northern Michigan
- Supporting Header: Website Design – Marcie Wolf builds websites that reflect your brand and convert visitors into valuable customers.
- CTA: View Website Plans & Pricing
Short Introduction
Write two or three paragraphs in your own voice explaining:
- Who you are
- What makes your business different
- Why customers should choose you
Avoid industry lingo that no one understands. Write like you’re talking to a friend.
Primary Products and Services
I always recommend creating launching blocks on the homepage. Each block should highlight only the services you want to be hired for.
If you sell products, create launching blocks to categories of your best selling products. .
- Website Design: Marcie Wolf builds websites that reflect your brand and convert visitors into valuable customers.
- SEO Expertise: Marcie’s local SEO strategies improve rankings and drive traffic, especially for Google AI.
- Local Search Marketing: Critical Google Business Profile optimization improves local search for northern Michigan business.
- Trusted Partner: 25 years helping local business find marketing success. I treat each business like my own.
Reasons to Choose Your Business
The internet has made it really easy for us to compare businesses before contacting them.
Your website needs to give us reasons why we should choose you instead of your competition..
- Family Owned for More Than Three Decades
- More Than 25 Years of Experience
- Fully Licensed and Locally Insured
- We Give Free Estimates
- Locally Owned and Operated
Social Proof
Converting a first-time website visitor is also about getting them to trust your business.
What builds trust fast?
- Google Reviews
- Testimonials
- Number of Projects and Happy Clients
- Years in Business
- Awards and Industry Certifications
Photos of Real Work
Skip the generic stock photos, especially at the top of your homepage!
The best way to build trust is to use your own unique, custom images.
Get out your phone and start taking photos of::
- Employees in Your Place of Business
- Client Projects That Represent You Best
- Products You Sell
- Front of Shop or Business Office
Remember, real photos that are yours, and yours alone, will dramatically increase trust.
Frequently Asked Questions
FAQs are one of your most valuable sections for today’s SEO.
Q&A sections and an FAQ page is where you publish real questions from real customers, like:
- Do you offer free quotes for website projects?
- How much does a professionally designed website cost in northern Michigan?
- Why should I hire a local website designer instead of using an AI website builder?
Most importantly, AI search engines are looking for FAQ sections to understand your business better.
Service Area
If you’re a local business serving local customers, including your service area is really important.
- Proudly serving Petoskey, Harbor Springs, Boyne City, Indian River, and surrounding Northern Michigan communities.
Add service area mentions throughout your content, but only where it makes the most sense.
Simple Call-to-Action
Always tell your website visitors exactly what to do with a really visible CTA.
- View Website Plans & Pricing
- Request a Proposal Today
- Schedule a Free Consultation
- Contact the Web Designer
Don’t make people guess how to get a quote or start a conversation with you.
Contact Information
Just like with the CTA above, your website homepage needs to make it really easy to contact your business!
- Phone Number – make sure it links on mobile
- Email Link – mobile users prefer email links
- Address – street if applicable, or mailing if PO Box
- Your Business Hours – maybe you change your hours with seasons
Also, your visitors tend to look for contact information and hours in a website footer.
Create a helpful footer that appears on every web page.
Trust Signals
These signals might not seem like a big deal to you, but these small details reassure visitors:
- Licensed and Locally Insured
- BBB accreditation
- Professional Associations
- Local Chamber Member
- Years in Business
Internal Links
To make it easy for first time visitors, format your homepage like a map with sections (About, Services, FAQs, Recent Blog Posts, etc.).
Creating links and launching blocks will help guide visitors to important pages on your site.
- About Us – one of the most visited pages on a website
- Services – showcase what you want to be hired for most
- Read Our FAQs – Google AI is looking for FAQs, make it easy to find
- Recent Blog Posts – add a widget that links to your newest posts
By making it easy to find what they’re looking for, this helps both user experience and SEO.
My Website Homepage Formula
When I build websites for any size business, the purpose of the homepage has to answer these seven questions, and in this order:
- What is your business name?
- What does your business do?
- Who are you looking for to help?
- Why should I trust your business?
- What services do you offer or products do you sell?
- Where is your place of business or shop?
- How do I contact your business?
If you are providing every visitor the answer to those seven questions, your website homepage is doing its job.
