What to Include on Your Website’s Homepage
5 must-have sections that you don’t want to leave out!
Your homepage is like the front door to your business – it's the first impression potential clients get of you. For small business owners, making sure it speaks to your ideal clients is key to connecting with them - which is important - because, the longer a visitor remains on your website, the more likely they are to convert. In short, conversion happens when a visitor takes the action you want them to, whether that’s signing up for a consultation, a newsletter, making a purchase, etc.
So, what should you include on your website’s homepage that will help engage your ideal client and keep them on your website longer?
The five sections I’ve outlined below can really improve the user experience (UX) and encourage engagement on your homepage. Each of these sections helps to build trust, share info, and guide visitors toward taking the next step with your business. By designing your homepage with these key sections, you can create a great first impression and a welcoming space that speaks to those looking for your services.
01. Homepage Introduction: Who is your ideal client and how do you solve their problem?
When potential clients visit your website, the first section they’ll see is the homepage introduction. You’ll want something that speaks to them but is also brief and to the point. Your goal to attracting and keeping your ideal clients on this page is to write copy (text) that essentially tells them,
“You’re in the right place. I offer the services that you need, and I can help you.”
This first section should briefly tell visitors they’re in the right place by answering the following questions:
What is your business?
Who are the clients you support?
How do you solve their problem?
For example, the first thing visitors read when they come to my website is this:
WEB DESIGN for small businesses & entrepreneurs
Dayton Web Designer serving clients nationwide
Professionally designed, custom-made, and responsive Squarespace websites with SEO to attract organic traffic to your business.
My introduction section immediately tells visitors that I work with small businesses and entrepreneurs in the Dayton area and beyond, and I solve their problem by creating a professional website that brings results.
Here’s another example. Imagine an attorney running a small law firm in Dayton, OH. In this case, their introduction section might look something like this:
DAYTON, OH FAMILY LAW & ESTATE PLANNING ATTORNEYS
Offering clear, reliable advice during life’s most pivotal transitions, and ensuring that you make informed decisions that protect your rights, your family, and your legacy. We are here to guide you every step of the way.
BONUS SEO TIP: Use the H1 heading to hone in on SEO rich content. H1 and H2 headings are best for SEO. Keep it short, sweet, and to the point.
In both of these examples, the H1 heading was used to capture these SEO-rich keyword phrases: “Web design for small businesses and entrepreneurs,” and “Dayton, OH family law and estate planning attorneys.”
Once you’ve introduced who you are, who you support, and how you solve their problem, be sure to invite them to do something. This is called your “Call to Action” or CTA for short. For your homepage introduction section, your CTA could be an invitation to have a complimentary consultation or book a free 30-minute discovery call. (And, don’t be afraid to get creative. Show your unique personality in these CTAs!)
See what I did there? ;)
02. Brief introduction of the services you offer.
This second session should be dedicated to your specific service offerings. If you offer a multitude of services, try to categorize them into groupings, if possible. Write 1-2 sentences describing that service or grouping of services. You’ll connect each of these to your Services Page, where more detailed information will be provided.
Here’s an example of what this looks like on my homepage:
Web Design for Entrepreneurs & Small Business Owners
Coming alongside visionary entrepreneurs to bring their business into the online world!
Small Law Firm Web Design & Solo Practitioners
Collaborating with attorneys to help them put out their own shingle in the online world.
Website Design for Therapists, & Coaches
Creating a one of a kind website that reflects your practice.
Continuing with the attorney example, here's how the brief service description on their homepage might appear:
Each of these service categories: Wills, Estate Planning, Trusts, & Power of Attorney can all link to a separate services page which describes each of these in further detail.
BONUS SEO TIP: Make sure to link your service keyword phrases (“Estate Planning, Small Law Firm Web Design, etc…”) because links with SEO-rich content like these help to boost your SEO with search engines!
If you'd like a tool to help expand on the ideas I’m sharing here, I’ve created a Website Copy Idea Generator Template specifically for entrepreneurs like you! If having a resource like this sounds wonderful to you, you can claim your FREE homepage website copy template here!
03. Introduce Yourself!
Yes, you’re allowed to talk about yourself on your website. In fact, you want to tell your potential clients who you are so they know if you’re the right fit for them. When you do this, write in a tone that reflects who you are. Share a short paragraph that tells potential clients how you came into this line of work and why you do what you do. You’ll add more about who you are, your experiences and credentials in the “About” page of your website, but this short segment will be an introduction (like a handshake!).
Here’s an example from my website:
SEO BONUS TIP: Consider making a short 30-60 second video introducing yourself. This is a GREAT opportunity for potential clients to get an even better feel for you, plus it’s super helpful with search engine results. If you make the video on YouTube, no problem! You can link your YouTube videos on Squarespace.
04. Kind words (aka testimonials) from former clients.
Positive words from those you have previously worked with go a long way with future potential clients. When prospective clients see real experiences from those who have benefited from your services, it provides social proof and reassurance that they are making the right choice. Testimonials highlight your skills, approach, and the supportive environment you create, making it easier for new clients to envision their own journey with you. Moreover, showcasing these stories can foster a sense of community, encouraging others to share their experiences and reinforcing the impact of your work. Ultimately, testimonials serve as a powerful marketing tool, attracting clients who resonate with the successes of others in similar situations.
BONUS TIP: When you ask former clients for a testimonial, ask them specific questions about their experience working with you. This will help them stay away from generic (albeit thoughtful) feedback such as, “She was great to work with!” or “I’m glad I chose to work with him; excellent services.”
05. An invitation to work with you.
Consider the best way for potential clients to get in touch with you. Should they call you directly, or would filling out a contact form be more convenient? Make sure to clearly guide them on how to reach out if they have questions or want to work with you.
Write 2-3 sentences inviting them to connect with you, and be super clear on how.
Here’s an example taken from the attorney’s demo website:
Incorporating these five essential sections into your website’s homepage will not only enhance usability but also help establish a strong connection with your visitors. A homepage that speaks directly to your ideal clients can make a significant difference in not only attracting them to your website from using smart SEO, but also keeping them on your website longer. (The longer they linger = a higher likelihood of them reaching out!)
If you’re ready to create a beautifully crafted and SEO optimized Squarespace website that truly reflects your business, I’d love to help. Together, we can bring your vision to life and ensure your online presence shines. Let’s work together to make your website a powerful tool for your business!
