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Turning visitors into enquiries

What to put on your small business homepage, in the order people read it

By Russell Blight · · 5 min read

In this guide
  1. Why the order matters
  2. Section 1: the headline that does the work
  3. Section 2: your main services
  4. Section 3: proof you're trustworthy
  5. Section 4: how it works
  6. Section 5: the contact section
  7. Things that don't earn a place on the homepage
  8. Check it on your phone

Your homepage isn't read like a book. Nobody starts at the top, reads every word and arrives at the bottom ready to call.

People skim. They look for the answer to whatever question brought them, and if they can't find it quickly, they go back to Google and click the next result.

So the job of a homepage is simple to describe and harder to do: answer the questions visitors have, in the order they have them.

Quick answer: Put these on your homepage, in this order: a headline saying what you do and where, with a contact button; a short list of your main services; proof you can be trusted; how working with you goes; and a clear way to get in touch. Keep each section short. Link to separate pages for the detail.

Three questions we'll answer:

Why the order matters

Here's the third question first, because it shapes everything else.

A visitor arriving at your homepage is quietly asking a series of questions, roughly in this order:

  1. Am I in the right place? (What is this, and is it near me?)
  2. Can they do what I need? (Services.)
  3. Can I trust them? (Proof.)
  4. What happens if I get in touch? (Process, price.)
  5. How do I get in touch? (Contact.)

If your homepage answers question 4 before question 1, people leave before they get there. Put the sections in the same order as the questions, and visitors feel the page is reading their mind.

Section 1: the headline that does the work

This is the top of the page, the part you see before scrolling. It's the most valuable space on your whole website.

It needs three things:

Here's the first question answered. The headline should describe, not impress. Slogans like "Excellence in every detail" or "Your vision, our passion" sound nice, but they don't tell a stranger what you do. Save the personality for later on the page.

A simple test: cover everything except the headline and show it to someone who's never heard of you. If they can tell you what you do and where, it works.

Section 2: your main services

Next, show what you do. Keep it short:

Here's the second question. The homepage gives a summary. The detail belongs on separate pages. If you do boiler installations, a short card on the homepage says so and links to a full boiler installation page, which covers makes, process, guarantees and prices.

That keeps the homepage easy to skim, and gives Google separate pages to match against searches for each service.

Section 3: proof you're trustworthy

Now the visitor knows what you do. Next they're asking: "Are you any good, and can I trust you?"

Answer with evidence, not adjectives:

"We pride ourselves on quality" proves nothing. A photo of a finished job and a review from a customer in Penarth proves a lot.

Section 4: how it works

Many people hesitate to get in touch because they don't know what happens next. Will they be pressured? Will it cost money to ask?

A short "how it works" section removes that worry:

  1. Get in touch by phone or the form.
  2. We visit, or have a quick call, and give you a fixed quote.
  3. We agree a date and do the work.
  4. You pay when you're happy.

Three or four steps is plenty. If the first step is free, say so.

If your pricing is simple, this is a good place for a short summary, or a link to a pricing page. Knowing roughly what something costs makes people much more comfortable getting in touch.

Section 5: the contact section

End with a clear way to get in touch:

And don't make people scroll all the way down for it. The contact button in section 1 should jump straight here, and it's worth repeating a button after the services and proof sections too.

Things that don't earn a place on the homepage

Every section pushes the next one further down. Some common ones aren't worth the space:

Check it on your phone

Most of your visitors will see your homepage on a phone, so test it there. Read it top to bottom with your thumb, as a customer would, and ask:

  1. Do I know what this business does and where within five seconds?
  2. Can I see how to contact them without scrolling?
  3. Can I find their services quickly?
  4. Is there real proof they're trustworthy?
  5. Do I know what happens if I get in touch?

If any answer is no, that's the section to work on first.

For a wider look at why visitors leave without getting in touch, see my guide to websites that get visitors but no enquiries. And if you're a trade, my guide to what a plumber's website needs shows how this structure works for one type of business.

Common questions

What is the most important thing on a homepage?

A clear headline that says what you do and where, with a way to contact you right next to it. If a visitor can't tell those things within a few seconds on their phone, the rest of the page rarely gets read.

How long should a small business homepage be?

Long enough to answer the questions customers have before contacting you, and no longer. For most local businesses that means a clear opening section, a summary of services, some proof you're trustworthy, a short explanation of how working with you goes, and a contact section.

Should I put my prices on the homepage?

If your prices are simple, a short summary or starting price on the homepage can help visitors decide to get in touch. If they're more complex, link to a pricing or services page that explains how you price.