What to Put on the Homepage of a Website: 7 Elements

Your website’s homepage is often the first impression potential customers have of your business. It’s your virtual storefront, greeting visitors and guiding them through your online presence. But what exactly should you include on this crucial page to make it effective?

This comprehensive guide will walk you through the 7 essential elements every successful homepage needs. Whether you’re building a new website or revamping an existing one, these insights will help you create a homepage that engages visitors, communicates your value proposition, and drives conversions.

1. Attention-Grabbing Headline

Your headline is the first thing visitors see, and it needs to make an impact. A great headline should:

• Clearly communicate your unique value proposition
• Be concise and easy to understand at a glance
• Speak directly to your target audience’s needs or desires

For example, a productivity software company might use: “Boost Your Team’s Efficiency by 50% with SmartTask”

This headline immediately tells visitors what the product does (boost efficiency) and quantifies the benefit (by 50%).

Remember, you have mere seconds to capture a visitor’s attention. Your headline should make them want to learn more.

2. Compelling Sub-headline

While your main headline grabs attention, your sub-headline provides context and elaborates on your offer. It should:

• Support and expand on the main headline
• Provide a brief explanation of how you deliver on your headline’s promise
• Be concise yet informative

Continuing our productivity software example:

Headline: “Boost Your Team’s Efficiency by 50% with SmartTask” Sub-headline: “Our AI-powered workflow management tool streamlines communication, automates routine tasks, and provides real-time performance insights.”

This sub-headline explains how the software achieves the promised efficiency boost, giving visitors a clear idea of what to expect.

3. Clear Calls-to-Action (CTAs)

Your homepage should guide visitors towards the next step you want them to take. This is where strong, clear calls-to-action come in. Effective CTAs:

• Stand out visually from the rest of the page
• Use action-oriented language
• Clearly indicate what will happen when clicked

Examples of strong CTAs include:

• “Start Your Free Trial”
• “Get a Custom Quote”
• “Watch Demo Video”

Place your primary CTA “above the fold” (visible without scrolling) and repeat it throughout the page as needed. Remember, different visitors may be ready to take action at different points, so having multiple CTAs can increase your conversion rate.

4. High-Quality, Relevant Images

Images can communicate complex ideas quickly and make your homepage more visually appealing. When selecting images:

• Choose high-quality, professional images that reflect your brand
• Ensure images are relevant to your product or service
• Use images of people if possible, as they can create an emotional connection

For example, a fitness app might show images of people using the app in various settings, or before-and-after photos of successful users.

Remember to optimize your images for web use to ensure fast loading times, and always include alt text for accessibility and SEO purposes.

5. Intuitive Navigation

Your homepage should make it easy for visitors to find what they’re looking for. An effective navigation system:

• Is clearly visible and easy to understand
• Uses descriptive labels for menu items
• Includes a search function for larger sites

Consider using a “sticky” navigation bar that remains visible as users scroll down the page. This ensures that visitors can easily navigate to other parts of your site at any time.

6. Clear Description of What You Offer

Visitors should quickly understand what your business does and how it can help them. To achieve this:

• Provide a concise overview of your products or services
• Highlight key features and benefits
• Use bullet points or icons to make information easily scannable

For instance, a digital marketing agency might list services like “SEO Optimization,” “PPC Management,” and “Social Media Marketing,” with brief descriptions of each.

Don’t overwhelm visitors with too much information. The goal is to provide enough details to pique interest and encourage further exploration of your site.

7. Social Proof

Building trust is crucial for converting visitors into customers. Including social proof on your homepage can significantly boost your credibility. Types of social proof include:

• Customer testimonials
• Client logos
• Industry awards or certifications
• Performance statistics or case study results

For example, you might include a carousel of customer quotes, a grid of client logos, or a banner highlighting a recent award.

When using testimonials, include the customer’s name, photo, and company (if relevant) to increase authenticity.

Bringing It All Together

Creating an effective homepage is both an art and a science. It requires a deep understanding of your target audience, clear communication of your value proposition, and strategic use of design elements to guide visitor behavior.

Remember, your homepage is not set in stone. Regularly analyze your website metrics and conduct A/B tests to continually improve its performance. What works best can vary depending on your industry, target audience, and specific business goals.

At Demand & Convert, we specialize in creating high-converting websites that drive real business results. Our team of expert designers and marketers can help you craft a homepage that not only looks great but also performs exceptionally well.

Ready to take your homepage to the next level? Contact Demand & Convert today for a free consultation. Let’s work together to create a homepage that turns visitors into customers and drives your business growth.