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What to Put on Your Homepage: Simple Formulas You Can Follow

Quick overview

Your homepage must answer three things in five seconds: What you do, who you help, and what to do next. Use a simple formula and repeat it in different ways across the page.

Two homepage formulas (pick one)

Formula A — Lead-focused (for service providers or businesses that book calls)

  1. Clear headline: Problem + benefit. Example: "Stop losing bookings to slow replies — Get an answer in 1 hour."
  2. Short subhead: Who you help + proof. Example: "Local salons — 4.9 stars from 200 clients."
  3. Primary CTA (visible without scrolling): "Book a 10‑min call" or "Get a free quote."
  4. One-line process: 3 steps to the result. Example: "1) Tell us your date — 2) We confirm availability — 3) You get a confirmed booking."
  5. Trust elements: 3 logos, 2 testimonials, star rating.

Formula B — Product/sales-focused (for online stores or clear product offerings)

  1. Clear headline: Product + main benefit. Example: "Noise‑blocking earplugs that let you sleep through anything."
  2. Price or range right below headline. Example: "From $19.99"
  3. Primary CTA: "Shop now" or "View best seller."
  4. Top product or category images (1–3). Use real product shots.
  5. Quick trust: shipping promise, returns, customer rating.

Page layout you can reuse (top to bottom)

  1. Hero section (first screen): Headline, subhead, 1 primary CTA, single supporting image.
  2. Why choose us: 3 short bullets with icons (speed, price, guarantee).
  3. How it works: 3‑step process with short phrases.
  4. Offer or products: 3 featured services or products with prices or starting price.
  5. Social proof: 3 testimonials or 3 logos + 1 case study link.
  6. Secondary CTA: Lead magnet, booking link, or product collection.
  7. Footer contact: Address, phone, hours, small map, and simple contact form link.

Words to use (copy swipes)

  • Headline formula: "[Problem] — [Benefit]." Examples: "Tired of slow invoices? — Get paid in 48 hours."
  • Subhead formula: "We help [who] with [what]." Example: "We help busy accountants automate billing."
  • CTA text rules: Use verbs + short promise. Examples: "Book a call", "Get a quote", "Shop now", "See prices".

Decision rules — quick checks

  • Five‑second test: Ask someone to look at your homepage for 5 seconds. Can they tell you what you do and how to act? If no, simplify.
  • One primary action: If you have both "Book" and "Buy," choose one primary CTA and make the other secondary.
  • Keep it to three offers: Don’t list more than three main services or products on the homepage.
  • Show price signals: If price is a common objection, show a starting price or price range near the top.

Simple SEO and speed rules (practical)

  • Title and meta: Use your main service + location if local. Example: "Drywall repair — Springfield".
  • Hero image: Use one optimized image (less than 200 KB) to keep load fast.
  • No autoplay video. It slows the page and distracts visitors.

Checklist before you publish

  • Headline states problem + benefit.
  • Primary CTA appears in the first screen.
  • Three‑step process is visible.
  • At least two forms of social proof (reviews, logos, case study).
  • Contact info and hours in the footer.
  • Page loads under 3 seconds on mobile.

Examples you can copy

Service business hero (copy):
Headline: "Busy homeowners get mold removed in 24 hours."
Subhead: "We serve [city] — 5‑star rated, insured technicians."
CTA: "Book emergency service"

Product hero (copy):
Headline: "A coffee grinder that cuts 30 seconds off your morning."
Subhead: "One year warranty — free returns in 30 days."
CTA: "Shop best seller (from $49)"

Quick fixes you can do in 30 minutes

  1. Write a new headline using the formula above and swap it into your hero.
  2. Add a single clear CTA button (link to booking or shop).
  3. Put three bullet benefits below the headline.
  4. Add one real customer quote and a star rating.

When to hire help

Hire a designer or copywriter if you fail the five‑second test with several people or if conversions are low after 30 days of changes. For a small fix, pay for a 1–2 hour consultation to rewrite the headline and CTA.

Final decision rule

If your homepage does fewer than two of these: explain clearly, show proof, and give a single next step — rebuild it. Otherwise, iterate: change the headline and CTA, measure for 30 days, then change again.