Your homepage is often the first impression people have of your business online. In many cases, it’s the most visited page on your entire site and it plays a key role in turning visitors into leads, customers, or clients.
But what exactly should your homepage include?
In this guide, we’ll break down the 10 essential elements your homepage needs to capture attention, build trust, and drive conversions and tips to help you structure it for maximum impact.
Why Your Homepage Matters
Think of your homepage like the reception area of your business. It’s the first thing people see. It should:
- Tell them what you do
- Show them how you can help
- Guide them toward taking action
Whether someone found you through Google, a referral, or social media, your homepage needs to hook them quickly. You typically have just 3–5 seconds to make them stay.
A poorly designed or confusing homepage can lead to high bounce rates, low conversions, and lost business.
10 Must-Have Elements for an Effective Homepage
1. A Clear Value Proposition (Hero Section)
The first thing visitors should see is a clear, concise statement that tells them:
- What your business does
- Who it’s for
- Why they should care
This is often called your value proposition, and it lives in the hero section (the top part of your homepage).
Example:
“Affordable digital marketing Auckland agency That can help you to boost Your Business’s online presence”
Include a strong headline, a sub headline, and a call-to-action button (e.g. “Get a Free Quote”).
2. Primary Call-to-Action (CTA)
Tell visitors what to do next, don’t leave them guessing.
Your CTA should be:
- Clear (“Book a Call,” “Get a Quote,” “See Pricing”)
- Prominent (above the fold and repeated throughout)
- Action-oriented (use verbs)
Pro tip: Use a contrasting button color to make your CTA stand out.
3. Navigation That’s Simple and Intuitive
Your menu should make it easy for users to find key pages, such as:
- Services
- About
- Portfolio or Work
- Contact
- Blog (if applicable)
Avoid clutter. Keep your navigation bar to 5–7 items maximum, and use clear labels.
4. An Overview of Your Services or Products
After your hero section, briefly introduce what you offer.
Don’t go into full detail just enough to guide people toward your services or product pages.
Use icons, short descriptions, and links to full pages. This helps users scan quickly and dive deeper where needed.
5. Trust Signals: Testimonials, Reviews, or Client Logos
People trust people so showcase your best social proof.
Include:
- Customer testimonials
- Google or Facebook reviews
- Client logos
- Case study summaries
- “As featured in” badges (if applicable)
Tip: Add names, locations, and even photos (with permission) to make testimonials feel real.
6. Brief Introduction or “About Us” Preview
Give a quick snapshot of who you are and what makes you different. This could be:
- Your experience
- Your mission
- Your team
- Your location
- Your values
Link to your full About page so visitors can learn more if they want to.
7. A Preview of Your Work or Results
If you offer services like web design, landscaping, photography, or renovations, show examples.
For service-based businesses, include:
- A portfolio carousel
- Before-and-after images
- Short project summaries
- Key metrics or results
For product-based businesses, feature your best-sellers with links to product pages.
8. Lead Capture or Incentive Offer
Not every visitor is ready to buy right away. That’s where a lead magnet or offer can help.
Examples include:
- Free quote or consultation
- Downloadable checklist or guide
- Email newsletter signup with value (e.g. “Get tips to improve your website”)
- Discount offer
Make it simple and offer a clear benefit to increase signups.
9. Mobile-Friendly Design
Over 50% of website visitors come from mobile devices. If your homepage isn’t responsive, they’ll leave fast.
Make sure your homepage:
- Adjusts to all screen sizes
- Uses legible fonts and clear buttons
- Loads quickly on mobile
Use tools like Google’s Mobile-Friendly Test to check.
10. Footer with Key Links and Contact Info
Your footer is often the last chance to engage visitors, don’t neglect it.
Include:
- Business name, address, phone, email
- Links to key pages
- Social media icons
- Newsletter signup (optional)
- Legal links (privacy policy, terms)
Bonus tip: Add a secondary CTA here, such as “Let’s Work Together” or “Request a Callback.”
Homepage Layout Example (Wireframe)
Here’s a basic wireframe structure for an effective homepage:
markdown
CopyEdit
—————————————————
| HERO SECTION |
| Headline + Subheadline + CTA Button |
—————————————————
| OVERVIEW OF SERVICES |
| Icons + brief descriptions + learn more links |
—————————————————
| ABOUT US PREVIEW |
| Short intro + image + “Learn More” link |
—————————————————
| FEATURED WORK / PORTFOLIO |
| Image gallery or project slider |
—————————————————
| TESTIMONIALS / SOCIAL PROOF |
| 2–3 quotes with names or logos |
—————————————————
| LEAD CAPTURE / FREE OFFER |
| Short form + headline (“Get Your Free Guide”) |
—————————————————
| FOOTER |
| Contact info + nav links + social icons |
—————————————————
Common Homepage Mistakes to Avoid
- Too much text above the fold – Users won’t read long paragraphs right away.
- Confusing layout – No clear flow or structure to guide the eye.
- No clear CTA – Visitors don’t know what action to take.
- No contact info – This hurts credibility and trust.
- Slow loading – Kills engagement before it starts.
Optimising for SEO and Conversions
Your homepage plays a huge role in SEO and conversions. Here’s how to optimise it:
- Use your primary keyword (e.g. “SEO Auckland” if your business is providing SEO services) in your headline, title tag, and meta description.
- Include internal links to service and blog pages.
- Add alt text to all images.
- Compress images for fast loading.
- Use schema markup to enhance how your homepage appears in search results.
Final Thoughts
Your homepage is prime digital real estate. It’s where you welcome, guide, and convert visitors.
When you include the right elements like a strong value proposition, testimonials, visuals, and a clear CTA then you’ll see better engagement, more leads, and lower bounce rates.
Whether you’re building a new website or refreshing an existing one, take the time to review your homepage critically. Every second counts.
Need Help Optimising Your Homepage?
At Swaich Web Design (website design company Auckland based), we build custom websites for businesses that are fast, mobile-friendly, and designed to convert. If your homepage isn’t getting results, we can help.
Book a free consultation today!