Your guide to making a powerful first impression online
Your homepage is like the front door to your business—it’s often the first thing potential customers see, and in just a few seconds, they’ll form an opinion. Here’s what every small business homepage must have to engage visitors, build trust, and drive action.
A Clear, Compelling Headline
Your headline should tell visitors what you do and who you help—in 1–2 seconds. Be direct and specific. Think of this as your homepage’s elevator pitch. If people only read this one line, would they understand what you offer?
An Obvious Call-to-Action
What do you want people to do next? Call you? Book a consultation? Browse products? Make that action clear and easy. Use a bold button with a clear message like: “Book a Free Consultation”, “View Our Services”, or “Get a Quote”.
Place your CTA above the fold (the part of the homepage that’s visible without scrolling), and repeat it further down.
Brief but Powerful Introduction
Give a quick snapshot of who you are, what makes you different, and how you help. Focus on benefits, not just features.
Example: At World in Wonder Creative, we design beautiful, easy-to-manage websites that help local businesses grow online—without the overwhelm.”
Keep it conversational and to the point. Save the full story for your About page.
Trust Builders
Visitors need to feel they can trust you. Add elements that show credibility:
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Customer testimonials
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Logos of clients or partners
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Google review ratings
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Industry certifications
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“Any media features
Even one or two of these can make a big difference!
Navigation That Makes Sense
Don’t make people hunt for what they need. Your navigation menu should be simple, clear, and minimal. Stick to the essentials: Home, About, Services or Products, Portfolio or Work, Contact.
Bonus points for including a sticky header (where the menu stays at the top as people scroll).
A Taste of Your Brand Identity
Your homepage should reflect your brand—whether that’s playful, professional, quirky, or classic. Use: photos that show your face or team, brand colors and fonts, friendly, authentic copy.
People connect with people. The more your homepage feels like you, the better.
The biggest homepage mistake? Trying to say everything. Your homepage isn’t the whole story—it’s the invitation. Think clarity over complexity. If you’re ever unsure, ask a friend or customer to visit your homepage and describe what your business does within 10 seconds. If they struggle, it’s time to simplify!
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