What should your homepage say first?

Open your homepage and read only the first heading and paragraph. Would someone unfamiliar with your business understand what you offer? If the answer depends on a long explanation, the page needs a clearer introduction.

What should your homepage heading say?

A headline such as "Solutions for a changing world" could belong to almost any business. Start with something a customer can recognise. For a bookkeeping firm, "Bookkeeping for independent retailers" says more in fewer words.

You can add personality without losing that information. The supporting paragraph can explain the kind of work you handle, where you operate or what makes your approach useful.

Which action should visitors take next?

Decide what a visitor should do after reading the introduction. A service business might invite an enquiry; a portfolio might lead to project examples. Give that action a clear label, such as "Request a quote" or "View our projects".

Other links can still be available. They do not all need the same visual weight. When every button competes for attention, choosing one takes more effort.

What evidence should you include?

Help people assess what you have said. A relevant project, a genuine client quote or a specific explanation of your service is more useful than another broad promise. Choose evidence you can stand behind.

Check the page on your phone as well. A heading that reads well on a wide screen may become awkward when it wraps across several lines. Make sure the main action remains easy to find.

How can you check whether the message is clear?

Show the page to someone who does not know the business well. Ask what they think you do and where they would click next. Listen for gaps between their answer and your intention, then revise the wording or layout.

The aim is a homepage that gives people enough information to decide whether to keep reading.

Need help applying this to your website?

Explore our website design and page planning, or send us your website address and tell us what you want to improve.