What Should Go on a Homepage? (And What Shouldn't.)
Your homepage is prime digital real estate. It’s the welcome mat, elevator pitch, and navigation hub all rolled into one. But most small business websites either try to do too much or end up saying nothing at all.
So let’s cut the confusion. Whether you’re building a new site or fixing an underperforming one, this guide answers the most common homepage questions I hear—from content to layout to SEO strategy—so your homepage can finally start pulling its weight.
What’s the main goal of a homepage?
Your homepage isn’t there to say everything. It’s there to do a few specific things really well:
Clearly communicate who you are and what you do
Show who you help and how you solve their problem
Guide visitors to the next action (book, buy, learn, call)
Build trust with immediate credibility cues
Support your SEO by targeting key search terms and locations
Think of your homepage as a directional signpost, not an encyclopedia. If visitors land and feel lost or overwhelmed, they’ll bounce. A homepage should create clarity, not clutter.
What should I include on my homepage?
Here’s what should be on every high-performing small business homepage:
✅ A Clear Headline (Above the Fold)
Tell visitors what you do, for whom, and where. For example:
"Custom Residential Fencing in Tulsa, OK — Built for Beauty and Security."
Use keywords that reflect how people search for your services. This helps both users and Google.
✅ A Short Subheadline
Support your headline with a single sentence that adds a little personality or value:
“Licensed and insured. Family-owned. 400+ fences installed and counting.”
✅ A Strong Call-to-Action
This might be a button like:
“Get a Free Quote”
“Schedule a Consultation”
“Book Now”
Place one above the fold and repeat it farther down the page.
✅ Visual Proof
Use a real photo or short video that gives visitors a feel for who you are or what you do. Avoid overly generic stock photos. Bonus points for smiling humans and action shots.
✅ Services Snapshot
Feature your top services with short descriptions and links to dedicated pages. This boosts usability and internal linking for SEO.
✅ Trust Builders
Add a testimonial, review star rating, certification badge, or client logo strip. These build immediate trust and increase conversion.
✅ About Preview
Give a quick intro to your business (1-2 sentences) and link to your full About page.
✅ Contact Preview
Make it ridiculously easy to reach you. Include a phone number, service area, and link to your contact form.
✅ SEO Basics
Use H1 and H2 tags, image alt text, and optimized page titles to improve your search visibility.
What should I not include on my homepage?
Just as important as what you include is what you leave out. Common homepage mistakes include:
❌ Paragraphs of Jargon
Avoid saying “we leverage synergies to provide client-first digital transformation solutions.” Say what you do in plain English.
❌ Auto-Playing Videos or Music
Nothing makes a visitor click the “back” button faster.
❌ Unclear or Missing CTAs
If you don’t tell your users what to do next, they’ll do nothing.
❌ Too Many Options
Don’t overwhelm users with 20 links or five competing offers. Prioritize what matters most.
❌ Burying the Lead
Don’t make people scroll halfway down the page to figure out what you do. Say it loud and proud at the top.
How does a homepage help with SEO?
Your homepage is often the first page Google indexes. That means it needs to be:
Fast loading
Mobile responsive
Optimized with relevant keywords (especially local ones)
Connected to other internal pages (via links)
Updated regularly with accurate content
Your homepage should target a few key phrases that align with what your audience is searching for. These are often “[service] in [city]” or “[business type] near me.”
Google also pays attention to dwell time (how long people stay on your site), so make your homepage engaging enough to keep people clicking.
Should I write the homepage copy myself?
If you’re great at writing in a way that balances clarity, brand voice, conversion, and SEO—go for it. But for most business owners, this is one of the few places where it makes sense to hire help.
Homepage copy is deceptively tricky. You need to be concise and persuasive. Informative and SEO-friendly. Clear and compelling.
Whether you write it yourself or hire someone, make sure it’s:
Focused on the reader’s problem
Clear about your value proposition
Built around search-friendly language
Easy to scan with bullet points, bolding, and white space
What makes a homepage great?
A great homepage is more than good design. It’s the alignment of design, messaging, functionality, and user intent.
It feels:
Confident, not cluttered
Friendly, not salesy
Helpful, not overwhelming
Fast, clean, and mobile-optimized
Clear on what to do next
Most of all, it’s focused. It doesn’t try to say everything. It says the right things and moves people forward.
Your Homepage Is Too Important to Wing It
If your homepage isn’t doing any heavy lifting—if people visit and then leave without clicking, calling, or converting—it’s time for a change.
Use this guide as your checklist. Remove the noise. Add what matters. Optimize it for both Google and your ideal customer.
Want help turning your homepage into a conversion powerhouse? That’s what I do. Let’s build something that works.
