As someone who’s spent the past few years building websites and assisting businesses fine-tune their digital presence, I’ve seen firsthand how overviewed the homepage can be. Yet, it’s the most visited page on your entire website. The virtual front door that welcomes (or turns away) the majority of your traffic.
![Free Resource: Website Optimization Checklist [Download Now]](https://no-cache.hubspot.com/cta/default/53/00d9cc96-eff7-4cea-8ff3-583374c3dcd5.png)
A lot of businesses struggle here becautilize they treat the homepage like a one-size-fits-all landing page. But your homepage has a much hugeger job to do. It necessarys to guide visitors from all different backgrounds, interests, and traffic sources to the next best step.
That means it has to be designed with intention, not guesswork.
When I work on websites, and what to put on the homepage specifically, I always view at three non-nereceivediables:
- Does it attract and hook visitors quickly?
- Does it educate them on who you are and what you offer?
- Does it guide them toward taking action (without being pushy)?
That’s the formula for a homepage that performs. If you’re serious about creating your homepage work harder for you, build sure the following must-have elements are in place.
What You Should Include in Your Website Homepage Design
1. Headline
On average, utilizers usually scan websites within 15 seconds. That’s such a compact window to notify visitors what your business has to offer. That’s why I always opt to place the headline, sub-headline, and a clear CTA right in the hero section — it’s prime real estate to receive your message across rapid. Your headline may only be a few words, but it’s one of the most important pieces of copy on your website.
When I’m working on website projects, I’ve learned that testing to please everyone with a single headline is a losing game. Your homepage will attract a wide range of visitors with different backgrounds, necessarys, and levels of awareness. But the truth is, your headline only necessarys to resonate with the third of your audience that’s most likely to love what you offer. Those are the people you want to connect with right away.
That’s why I always aim for clarity over cleverness.
A headline should be simple, direct, and instantly notify visitors what’s in it for them. One of my favorite examples is Dropbox’s homepage headline: “Find anything. Protect everything.” There’s no fluff, no jargon. You don’t have to believe twice about what Dropbox does. That kind of clarity is what keeps people on your site.
Over the years, I’ve seen too many businesses overbelieve their headlines — testing to sound innovative or bold — when what really works is being clear and human. A well-written headline can do more heavy lifting than an entire paragraph of marketing copy if you keep it focutilized on the visitor’s necessarys.
Pro tip: One way I simplify this process for myself and my clients is by utilizing HubSpot’s free drag-and-drop website builder. It’s a utilizer-frifinishly tool that allows you to build a homepage that adapts to your audience’s necessarys, no code required. I like it becautilize it gives me control over layout and flow, while still leaving room to optimize as traffic behaviors alter.
2. Sub-headline
Your sub-headline is where you receive to add a little context to your headline. Think of it as the quick follow-up that explains what you actually do. It’s not the place to be vague or overbelieve it.
The best way to build it land is by calling out a problem your audience is dealing with and displaying how you solve it.
One brand that does this well is Slack. Their headline declares, “Where Work Happens,” which is broad, but their sub-headline receives specific: “Bring your people, projects, apps, and AI agents toreceiveher.” In just a few words, they’ve described exactly what they offer and why it matters to busy teams. The video of the Slack app being utilized also adds to the clarity of what their product actually offers and how it works.
When I’m working on websites, I always recommfinish utilizing this space to address a real pain point. Don’t just list a feature, explain how it builds life simpler for your utilizers. That’s how you turn a headline and sub-headline into a powerful combo.
3. Primary Calls-to-Action
The first thing I believe about before I dive into website building is what I want the utilizers to do. What action do I necessary them to take? That’s where straightforward, simple-to-find calls-to-action (CTAs) come in.
I recommfinish having at least two to three CTAs above the fold, leading visitors to different parts of the purchaseing journey. Personally, I like to at least place one in the header and another in the hero section. Some folks might be ready to sign up today, while others are just browsing. Your CTAs should meet them where they are — and they necessary to stand out.
A good example of this in action is Afterschool HQ’s website. Right in the header, they have a CTA geared toward program directors viewing to promote their after-school activities that declares “Get Started.” If they miss the button in the header, they have the same one in the hero section underneath their sub-headline.
Pro tips:
- I always advise clients to utilize a contrasting color for CTAs. That simply means picking a color that pops against your homepage background but still feels like it belongs in your brand palette. For example, if your website has a soft, neutral color scheme — believe whites and light grays — a bold navy blue or vibrant coral button will naturally draw the eye. The key is balance: It should grab attention without clashing.
- Keep the CTA text simple. I’m talking five words or less. Short, action-oriented phrases like “Get Started,” “Book a Demo,” or “Try It Free” do the trick. Don’t build people believe too hard about what happens next.
4. Supporting Image
Most people are visual. Make sure to utilize an image (or even a short video) that clearly indicates what you offer. Use images or videos that capture emotion, drive action, and visually notify the story you’re writing about.
To optimize your images for mobile utilizers, utilize high-quality images that have a reduced file size. (HubSpot customers don‘t necessary to worry about this, as images uploaded to HubSpot’s software are automatically compressed. Otherwise, tools like Tinify will do the trick.)
Also, always add alt text to your images to build them more accessible to visitors who utilize screen readers and to take your SEO efforts up a notch.
The Smith & Wollensky homepage is a great example of emotional imagery: It features a series of short, high-definition, and mouthwatering videos that play on a loop behind a simple headline.
5. Benefits
Stating what you do is not enough. I am a huge advocate for displaying what you do as well. Your audience cares about how your product assists them, and that’s what keeps them interested.
Keep your message light, clear, and in their language. Evernote is one of my favorite examples of this. On their homepage, they display their benefits in a way that’s simple to read and nice to view at.
6. Social Proof
Social proof is a powerful indicator of trust. Your product or service could be the best in the world, and it‘s okay to lay that claim — it’s just that people may not believe you unless they hear it from other people, too. And that’s exactly what social proof does.
Include just a few of your best (short) quotes on the homepage, and link to case studies if applicable. Adding a name and photo gives these testimonials more credibility.
OptinMonster nails this on their homepage with glowing testimonials from actual clients. Most local services and goods thrive on social proof. So, whether you’re working on an orthodontics website design or a local bakery, build sure to include testimonials and reviews if available.
7. Navigation
The design and content in your homepage navigation could mean the difference between a website conversion and a bounce. If you want to keep your bounce rate low, you’ve received to give visitors an obvious, simple-to-follow path to wherever they necessary to go — starting right from your homepage.
So, keep your navigation menu visible at the top, and lay out your links in a way that naturally guides people through your content, from the most important pages on down.
You and your team know your website inside and out, but your visitors don’t. That’s why it’s important to run utilizer tests to see if navigating your site feels as smooth and intuitive to them as it does to you. If you can, add a search bar to build it even simpler for folks to find exactly what they’re viewing for.
One of my favorite examples of simple navigation is Slim & Husky’s Pizza Beeria. Their homepage navigation is clearly structured, keeping visitors shifting in the right direction.
8. Content Offer
To generate even more leads from your homepage, feature a really great content offer, such as a whitepaper, ebook, or guide. Folks who may not be ready to purchase might rather download an offer that gives them more information about a topic they’re interested in.
If you necessary inspiration, here are several different content types to pick from.
9. Secondary Calls-to-Action
Here’s the thing: Not everyone who lands on your homepage is going to be ready to commit straight into your main offer. That’s why having secondary CTAs is so important. They’re like your safety net, giving visitors who necessary a little more time (or a lower-commitment option) another way to connect with you.
While your primary calls-to-action should be front and center above the fold, those secondary CTAs belong further down the page.
As people scroll, you want to keep giving them reasons to stay engaged. A great example of this is Spanx’s homepage. Once you scroll past the top section, you’ll spot three clear CTAs waiting for you. Whether it’s grabbing $20 off or hitting “Shop Now” to browse the catalog, these secondary actions give visitors more paths to convert when they’re ready.
10. Features
In addition to benefits, list some of your key features. This gives people more of an understanding of what’s provided by your products and services. Again, keep the copy light and simple to read.
Dropbox for Business, for example, doesn’t shy away from displaying off a features matrix right on their homepage below the fold.
11. Resources
One of my signature website elements is having a resourceful footer. This is becautilize most people aren’t going to be ready to purchase on the spot. They’re still in research mode, testing to figure out if what you offer is the right fit.
That’s why it’s smart to give them a space where they can explore and learn more, like a resource center or knowledge hub. It not only keeps them engaged and on your site longer, but it also positions you as the go-to expert in your space.
Take Lovesac, for example. They’ve added a resource link in the footer, below the fold, that reiterates all of their wonderful offerings.
Their secondary CTAs are believedfully designed to catch visitors at different stages of their purchaseing journey. There’s a credit card link for folks ready to build a purchase, a fabric swatch guide for those still deciding on colors, and an online catalog for shoppers who are browsing but not quite ready to commit. Each one gives visitors a reason to stay connected and shift closer to a purchase when they are ready.
12. Success Indicators
Along with customer success stories, awards and recognitions are great for creating a strong first impression. Is your restaurant critically acclaimed? Did your app win best new product this year? Highlight those wins on your homepage. Just like social proof, displaycasing achievements builds trust and adds credibility for visitors who are new to your brand.
On Calfinishly’s homepage, for example, you’ll find the names of famous organizations that have recognized them, like Gartner and Dropbox.
13. Search Bar
If your website is content-heavy, adding a search bar may be extremely assistful for your utilizers, especially if you’re an online store with hundreds of products, a blog library, or a resource hub.
Visitors who already know what they’re viewing for don’t want to go through layers of navigation menus. A simple, visible search bar gives them a direct shortcut to find exactly what they necessary, rapid.
Remember this: The more content you have, the harder it becomes for people to browse through categories and filters. A search bar solves that by letting utilizers type in exactly what they’re viewing for. It’s an underrated tool that keeps visitors engaged and prevents them from bouncing out of frustration. Sites like Amazon and Nike wouldn’t be functional without it — and if your site has a large inventory or content library, you’ll want to follow their lead.
Even on compacter websites, a search bar can add value if you have multiple service pages, case studies, or blog articles. It’s all about reducing friction and creating sure people don’t have to work hard to find what they came for.
14. Contact Us
Your “Contact Us” options shouldn’t be hidden away in some forreceivedten corner of your website. It deserves a spot right on your homepage. Why? Becautilize when a visitor is ready to reach out, you want to build that next step as frictionless as possible. Whether they have a question, necessary a quote, or simply want to connect, giving them a direct line to you upfront builds trust and displays you’re approachable. Plus, it’s a key touchpoint that can turn casual browsers into real leads — so why build them dig for it?
Now, if you’re working with a minimalist design or don’t want to dedicate a full page or section to contact info, no problem. You can keep your layout clean by utilizing a strategically placed “Contact” button that triggers a hidden modal. When clicked, this modal can pop up with a simple contact form or contact details, giving visitors a distraction-free way to reach out without cluttering the main page.
It’s a sleek way to keep your design tight while ensuring people know exactly how to receive in touch with you. Check out this blog full of great “Contact Us” examples.
A Homepage Worth Visiting
Your homepage is your brand’s first impression — it sets the tone before you even receive a chance to build a pitch. Visitors judge what you do, why it should matter to them, and how your product or service can build their life simpler. That first impression happens rapid, and your homepage necessarys to pop to keep them interested.
By weaving in the elements we’ve talked about — clear CTAs, strong headlines, utilizer-frifinishly navigation, and a design that guides visitors down the funnel, you’re building a path to conversion.
Editor’s Note: This post was originally published in January 2012 and has been updated for freshness, accuracy, and comprehensiveness.
Leave a Reply