How to design a homepage that actually converts
You’ve got approximately 8 seconds to convince someone they’re in the right place when they land on your website homepage. Eight. Short. Seconds.
That's barely more time than it takes to blow your nose. So you really don’t have time for vague messaging and messy design. Your homepage needs to work, fast. That means clear messaging, great design and telling people exactly what to do next.
Whether you're DIY-ing your website or giving side-eye to the designer you hired off Fiverr (no shame), this post will walk you through your homepage must-haves.
So let’s cut the fluff and build a homepage that actually does something.
The real job of your homepage.
Spoiler: It’s not to look pretty (although obvs that’s a bonus!).
I love a good font pairing and a swoon-worthy colour palette as much as the next website designer, but the real job of your homepage isn’t to win a design award, it’s to answer three crucial questions:
What do you do?
Who do you do it for?
Why should they care enough to keep scrolling?
That’s it. If your homepage can’t answer those questions in the first few seconds, your visitors are going to click the X and look elsewhere.
Here’s what you need on your homepage.
So, what should you include on your homepage and why? Let’s take a look.
1) A no-BS, straight to the point headline
Your headline is prime real estate. It should sit above the fold (so you don’t need to scroll to see it) and be the first thing people see when they land on your homepage.
And it should say what you do and who you do it for. With a sprinkling of how it’s going to make their life better. Be direct. And avoid fluffy, meaningless phrases like “Designing experiences for the modern world.” or “Creating digital harmony through storytelling.” I see phrases like these all too often and they do nothing.
Now here’s how to do it right:
“Budget Squarespace websites for small business owners who need a professional website without the hefty price tag”
“Brand photography for creatives who want bright, bold and colourful head shots for their marketing”
“Online coaching for busy Mum’s that are ready to build a business they love around a life they love”
See the difference? These headlines are clear, specific and they actually talk to someone.
You can also throw in a sub headline if you want to layer in some personality or explain the benefit a bit more.
2) A clear, easy to see call-to-action.
Now that people know what you do and they’re starting to feel like they’re in the right place, don’t just leave them hanging. Your homepage needs a clear, juicy call-to-action (CTA). This can be a button or a text link and it should direct them to the action that you want them to take next.
So, what do you actually want them to do?
Book a call?
Shop your products?
Download your freebie?
Sign up for your newsletter?
Work out what it is you want them to do and then tell them. Don’t leave them to guess. People are lazy. The need guiding along the path that you want them to take.
Keep in mind that a good CTA is action-oriented, obvious and benefit-driven. And it should be positioned beneath your main headline and appear above the fold.
3) An overview of your services
Alright, your visitor’s still with you (yay!) and now they’re asking the golden question:
“So... what exactly can I hire you for?”
This is where your services section comes in (and no, it does not need to be a 10-paragraph breakdown with pricing tables and process flowcharts - save that for your Services page).
Your homepage should give a high-level snapshot of what you offer, giving just enough to whet the appetite and make people click for more.
Here’s how to do it right:
List your core services only.
Pick your top 2–3 offers (max 4) and keep them short and sweet.
Use short descriptions that focus on results, not features
Make each one clickable with a hyperlink or button that takes them to a more detailed services page.
Add visuals such as photography or icons.
4) Plenty of ways to build trust
It doesn’t matter how good your offer is, people will not buy from strangers.
Even the most beautiful homepage in the world won’t convert if your visitors don’t trust you.
This doesn’t mean you need a wall of testimonials and a “certified expert” badge. But it does mean that you need to give them a reason to believe you’re not just playing business dress-up (although, quite honestly, don’t we all just feel like that sometimes?!).
Here are a few quick-win ways to build trust:
Testimonials or reviews – Real words from real people go a long way. Don’t fake it. Screen shots of DM’s you’ve received work really well. And don’t hide them on a testimonials page. These should be on your homepage for all to see.
Client logos – Even small names can help to build trust.
“About Me” blurb – Humanise yourself. Tell people who you are. Be a person, not a brand robot.
Stats and results – “50+ websites launched,” “20K monthly readers,” “Featured in XYZ.”
A photograph of you - Show your face. Let people see who you are (struggle with this? Read: If you’re too afraid to put your face on your website, we need to talk)
Also, please, use real photographs. No one trusts a smiling stock photo model in a headset.
5) A great vibe and a great flow
Pretty is nice, but functional is better.
Yes, your homepage should look good, it’s a big part of what makes visitors actually stick around, but if it’s confusing, cluttered or chaotic, people will leave.
Here’s how to keep things flowing nicely:
White space is your BFF. Give your content room to breathe. Crowded = overwhelming.
Visual hierarchy matters. Big headings, medium subheadings, regular body text. Simple.
Pick 1–2 fonts. And make sure they’re legible.
Stay on-brand with your colour scheme and if you’re unsure of what to use where, stick to the 60-30-10 rule.
Write as you would speak and don’t be afraid to inject your personality.
Don’t go too text heavy. Stick to concise headlines and short paragraphs (read: 3 tips for writing great copy for your website).
Mobile-first, always. More than half of your visitors are on their phones. If your homepage is a mess on mobile, fix it asap.
6) Bonus bits to boost conversions
Want to squeeze a little more juice out of your homepage? Here are some further additions that can make a big difference:
“About Me” section with a photograph of you and a link to your full story.
Lead magnet/freebie that gives them a reason to get on your mailing list.
FAQ section to further explain your offers and answer questions that frequently come up.
Social proof – testimonials, screen shots of DM’s from happy clients, results.
All these extras tell your visitors: “Hey, I’ve got my sh*t together and I’m here to help you.”
That’s it. You don’t need fancy animations or poetic paragraphs. You need clarity, personality and the guts to be real.
Now go take a look at your website. Is the homepage doing its job? Or is it just sitting there looking pretty?
And if you need some extra help, book in a Website SOS session or a free Website Therapy call.