12 must haves on your Home Page

12 must haves on your home page


Within three seconds, you need to convey what your business is about. Your headline needs to be simple, succinct and convey the essence of your services.

Those who are interested in your services will want to learn more, so have a visible button that says learn more and take them to your services page.

Some samples Dropbox, Evernote Notion


Your sub-headline should support the headline and offer a short description of what you offer. Pinpoint a pain point that your product or service solves.

Notion does this well.  “Consolidate your docs, wikis, and projects in Notion — and stay aligned through hypergrowth.”

Use larger fonts to give visitors a better experience on the mobile.  H1 headings are perfect for page titles — there should only be one H1 on a page. Subheadings should follow the order of the hierarchy, H2, H3 … H6, and so on. You can have several of these headings, just make sure they’re in order.

Calls-to-Action (CTA)

The goal of your homepage is to engage visitors to dig deeper into your website and move them down the funnel. Include two to three calls-to-action above the fold (what is above the fold) that direct people to different stages of the buying cycle — and place them in spots that are easy to find.

These CTAs should be visually stand out, (in a colour that stands out from the colours on your home page.) while still fitting in with the overall design. Keep the text brief — no more than five words — and action-oriented. Examples are “Sign up,” “Book Now,” or “Try it for free.”

Secondary Calls-to-Action

Include secondary CTAs on your homepage to offer additional conversion opportunities for prospects who aren’t interested in your primary objective. They offer another path for visitors who are not yet ready for something as high-commitment as you’re asking.

While your primary CTAs should be above the fold, place secondary CTAs below the fold to give visitors actions to take when they scroll down. For example, It could be for a secondary cost-effective service that you provide.

Supporting Image

Make sure to use an image (or even a short video) that clearly indicates what you offer. Use images that capture emotion, drive action, and visually tell the story you’re writing about.

To optimize your images for mobile users, use high-quality images that have a reduced file size. Also, always add alt text to your images to make them more accessible to visitors who use screen readers and to take your SEO efforts up a notch.


Prospects want to know about the benefits of buying from you because that’s what will compel them to stick around.

Keep the copy lightweight and easy to read, and speak the language of your customers. Keep it jargon-free and 8th-grade language.


In addition to benefits, list some of your key features. This gives people more of an understanding of what’s provided by your products and services.

Social Proof

Social proof is a powerful indicator of trust. Your product or service could be the best in the world, and it’s okay to lay that claim — it’s just that people may not believe you unless they hear it from other people, too

Include just a few of your best (short) quotes on the homepage, and link to case studies if applicable. Adding a name and photo gives these testimonials more credibility.  Also, have testimonials left by your customers on other platforms like Facebook or Google reviews. It is more credible than the ones on your website.


The design and content in your homepage navigation could mean the difference between a website conversion and a bounce. To decrease bounce rate, give your visitors a clear path to the pages they need right from the homepage. Make the navigation menu visible at the top of the page, and organize the links in a hierarchical structure.

White papers

To generate even more leads from your homepage, feature a really great content offer, such as a whitepaper, eBook, or guide. Those who may not be ready to buy might rather download an offer that gives them more information about a topic they’re interested in.


Again, most visitors to your website won’t be ready to buy … yet. For folks who are looking for more information, offer a link to a resource center where they can browse relevant information. Not only does this keep them on your webpage for longer, but it also helps you establish your credibility. This will help people who are in the market but aren’t yet ready to commit to a purchase.

Success Stories

Customer success stories or case studies – how your business solved a pain point for your customer will help in your credibility and trust score.

I will cover the technical attributes of the homepage in a future post.

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