5 Must Haves for Your Website’s Homepage
So, what’s the big deal? Your website’s homepage must communicate your site’s purpose simply and as early as possible. It’s your first impression, and visitors decide within seconds if they will stay, engage, trust, buy, etc. A good homepage must strategically flow through the content, answer questions before visitors even think of them, and have multiple easy to access CTA’s (call to action’s).
So, this is how you build trust with your audience and convert those viewers into your very own dreamy clients…
01 ✴ quickly state who you are
Let’s focus first on what is most important to have “above the fold” (what visitors see on the first section of your website before they decide to scroll). Fun fact: “above the fold” is an old term for the front page of a newspaper, above the fold, get it? People will form their opinion of your website within the first 0.05 seconds!
What to include in your “above the fold”…
brand statement:
✓ Who you are, what you do or offer, and why it matters is the most important info your audience needs before looking any further. Don’t make visitors hunt for these details, they will get frustrated and peace-out.
✓ If you are location specific, include this too (ex: a photographer who only serves Pittsburgh or a floral boutique in the heart of Nashville).
✓ If your visitors can’t tell what you offer on the above the fold, then you’re likely losing sales, womp womp.
hero image:
✓ The brain processes images faster than text. The image above the fold is called the hero image, and it’s the most important image on your whole website.
✓ It should connect with your brand statement, mostly the “why”.
✓ Chose an image that doesn’t distract from the brand statement, since these are competing messages. They should work together.
✓ Continue the same vibe and emotion of this image throughout your homepage to emphasize your core message, your “why”, and the results they will get.
✓ Images should be incredibly high quality and capture emotion. No cheesy stock images! You can show someone using your products, engaging with your service, or show your work in progress. Images add credibility and integrity to your website.
cta:
✓ What is your overarching goal with your business? Growing your audience? Increasing your income? Scheduling calls to connect? Whatever it might be, create a first step CTA here, directing them to what you want them to do next.
✓ It should work hand in hand with your brand statement.
Below is an example of my “above the fold”. I have my logo in the navigation bar, an inspirational-quiet photo with my brand statement, and a CTA.
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02 ✴ STRATEGIC NAVIGATION
Another vital element on your website and is above the fold, is your navigation bar. Make it easy for new visitors to locate the info that makes most sense to them. Kinda like a roadmap, giving them the most efficient route to get them to where they want to be. This makes for a really good user-experience.
NAVIGATION BAR:
✓ Break your navigation into two categories: the primary at the top of your website (keep this to 3-6; any more utilize drop-down menus or footer navigation), and secondary in the footer (more, less important links).
✓ It’s better to be clear with your terms, rather than creative (ex: use a recognizable term like “blog” rather than “diary”). Don’t overcomplicate it.
✓ Place your logo in the main navigation, and the CTA button that you want them to do most of all (ex: contact, apply, shop, etc.). This would be related to your main goal.
call to action’s:
✓ Every page of your website should have clear direction for what you want the visitor to do next. Decide on a goal for each website page. What do you want the visitor to do after consuming the content on that page?
✓ The goal of a homepage it to peak the interest of visitors and prompt them to spend more time looking around. A CTA is one way to pull them into your interior pages.
✓ It’s good to have multiple CTA’s and keep them all the same color and style, so they can be easily found.
✓ Your CTA buttons should begin with action words. Write them in the first person, it often delivers better results. (ex: “I’m interested”, “Count me in”, etc.).
✓ Strategically place these CTA’s at the end of a section.
✓ Ask yourself…Will it compel? Will it convert? Will it close?
footer:
✓ Include a way to be contacted and your city.
✓ Your brand statement and maybe an additional sentence about your biz using keywords — This greatly helps your SEO!
✓ To generate more leads or grow your newsletter, feature a relevant offer to subscribe (ex: freebie guide, doc template, graphics, etc.). I recommend placing this in your footer, so it’s on every page and avoiding a pop-up.
✓ More links for quick access to other information within your website (secondary navigation).
✓ Social media icons/links.
03 ✴ FEATURES & BENEFITS
It’s not only important to describe what you do, but also how it will help people. Your homepage is speaking their language, addressing their pain points and painting a picture of how things could be for them.
Include a tiny section of about you. People care about the person behind the business just as much as the biz itself. People connect with people. Use this as an opportunity to consider the main concerns people might have by highlighting your strengths. Don’t forget a picture of your face, and to add a “learn more” or “about me” CTA button at the end of this section, to direct them to your about page.
Add a section highlighting your services or product categories, so people can quickly decide if you are a good fit for them. We know that 84% of visitors expect to see this on the homepage. Keep this section towards the top of the page, with a CTA to check out more.
If social media is a tool you use to grow your business, then you for-sure want those links to be easily accessible. I recommend putting the icons for your top 3 social sites in your primary navigation. Make sure they open in a new tab, so your visitors can remain exploring your website.
04 ✴ RESULTS
Social proof…if you got it, flaunt it! Basically anything that shows someone else that you are the real deal. Some examples is an “as seen in” section, “trusted by”, or business related stats. The simplest way to get started is to include client testimonials, and it’s a powerful way to gain trust. These are best kept short and sweet, adding a name or photo (with permission of course).
It’s encouraged to scatter these throughout your website — such a powerful tool!
05 ✴ DESIGN THEoRY
Proper use of design theory can elevate your business faster than you think. The right font can communicate your message and personality. The perfect colors can evoke emotion and quality images can nurture a trusted connection.
I provide free resources on this in the Launch Suite when you purchase one of my website templates. And for my custom website design clients, we dive deep into discovering all of these aspects of your business, getting super clear and crafting a brand that resonates with your dream audience. So, there are options if this is something you want to develop more.
I strongly believe a heart-led, holistic brand strategy is what connects and converts. And, of course, a strategic homepage (wink).
noteworthy TIPS...
✓ Remember that less is more. If you think it looks cluttered, it probably is. White space is your friend!
✓ People always scan websites — So ensure your headlines are bold, clear and simple.
✓ A cohesive brand matters most.
✓ Steer clear of gradients, flashing objects, automatic music, and pop-ups. Keep those elements in the 90’s.
✓ Images make up 80% of your website design. Just starting out and have a teeny-tiny budget? I get it! This is something you can put on the list of items you’re investing first…a brand photoshoot. Quality matters, but so does creating a strong message and vibe that truly tells your story. If a pro brand photoshoot is not quite in the budget, go for quality stock photos (some of the best ones).
want to hire a pro? i’d love to partner with you in crafting a strategic website!
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