The Five Fundamentals of Your Website’s Homepage 

As a small business, it’s unlikely you have a large pot of money to spend on marketing. You’ll most likely be focusing your efforts on things like local networking, email marketing, social media and maybe some paid advertising with Google and Facebook.

It might be that you have a sales team making cold calls or even people leaflet dropping. Whatever marketing you’re doing, whether it’s on or offline, most people will be visiting your website to find out more before they contact you. Are you really the company that is going to be able to help them? Are you the one that will be able to solve their problem?

Like meeting someone face to face, first impressions last. When someone visits your website for the first time, you only have a few seconds to make that first impression. So how do you make a fantastic first impression with your website’s home page? I’ve boiled it down to the following five Fundamentals.

The Five Fundamentals of Your Website’s Homepage

1 – Your key message

Most of your visitors won’t read all the text on your website, they will just scan it. So, you need to make sure that one of the things they see and take in is your key message. A key message should be a very short paragraph explaining how you can help them. This message should be about them and NOT you. They don’t want to know how long you’ve been in business or that you’re a family run company. Tell them is plain English how you can help them.

2 – Obvious and consistent calls to action

What is the first step in turning a website visitor into a customer in your business? Maybe this is them asking you for a quote, calling with a question, or maybe it’s as simple as them placing an order. This action is called a “call to action”. Whatever your call to action is, make sure you tell them before they have had to scroll down the page. As I’ve already mentioned, people don’t read websites – they scan them. You need to repeat your call to action several times, so they know exactly what you want them to do. Keep your call to action button consistent throughout your website. Ideally, it should be a separate colour to all the other buttons on your website, so it stands out.

3 – Image of success

When people come to your website, they need to feel inspired that your product or service is the right one for them. The perfect image for your website’s home page is smiling customers who you have helped with your product or service. This might not be possible to get so an alternative could be a stock photo of happy looking people. On our website, we use child superhero photos to show customers how we make them feel when their website helps their business to grow.

You might run your business from an impressive looking building but using that as the main photo on your website is like saying to your potential customer “look at how successful WE are”. They don’t actually care about that! They want to know how successful you are going to make THEM – so show them!

4 – A clear concise explanation of what you do

If you’ve followed the first three steps your visitor now knows that you can help them and they know what action they need to take to use your services. Next, you need to let them know the basic details of what they will get with your product or service. They won’t read a big block of text so keep it clear and concise. A small list of bullet points about each of the services or product ranges you offer will give them enough information to know what they are getting in touch with you about.

5 – Trust and credibility

Finally, you’ve told people you can solve their problem, you’ve told them what the next step is to and they have a good idea about the range of products or services you offer. Now you need to show them that they can trust you. This is done by showing great reviews, customer testimonials or feedback. If you get 5 start reviews via a trusted source such as Google or TrustPilot then show a small selection of these. You don’t need to fill the page with them. Just a few genuine reviews will give that piece of mind that you deliver what you say you do.

That’s it, the Five Fundamentals of Your Website Homepage. Take the time to review your website and if you’re missing any of these, have a chat with your website provider to see if they can help.


  Article written by Rob Mackley -
Small Business Web Expert, Founder of Red Box Web Design and creator of the pay monthly website package RED BOX ALL-IN™


If you would like a chat to see if one of our pay monthly websites can help you, please drop me an email to arrange a call.


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