What Should Be on Your Homepage? A Small Business Checklist

Your homepage has seconds to convince someone to stay. This is what should be on it.

1. A clear statement of what you do

Within the first screen, a visitor should know what you offer and who it's for. Skip the clever wordplay that needs a second read to understand.

2. A clear next step

Book a call, get a quote, get in touch: whatever your goal is, make it one obvious button, repeated more than once down the page.

3. Proof you can deliver

A testimonial, a logo wall of past clients, a case study snippet, a review score. Visitors trust other customers more than they trust your own copy.

4. Your services, briefly

A short overview of what you offer, with a link through to more detail. Homepages that try to explain everything in full end up explaining nothing well.

5. Who you are

Even a short line about your business and where you're based builds trust, especially for local businesses competing against faceless alternatives.

6. Real photography

Stock photos are easy to spot and easy to distrust. Real photos of your work, your team, or your space build more credibility than most copy can.

7. Easy-to-find contact details

Phone number, email, location: visible without hunting, ideally in the header and footer both.

8. Fast load and mobile-friendly layout

Not visible content, but it affects everything above it. A beautiful homepage that loads slowly on a phone loses visitors before they see any of it.

Quick self-check

Open your homepage on your phone now. Can you tell what the business does, find a way to contact them, and see proof they're legitimate, all without scrolling past one screen? If not, start there.

Want a second opinion on yours? Send it over and we'll tell you what's missing.