What should go on my home page?
Your home page should answer three questions on the first screen: what you do, who and where you serve, and how to reach you. Below that, show proof such as reviews and photos of real work, then clear links to each main service. Leave off sliders, vague slogans and pop-ups that hide the message.
The short version
- First screen: what you do, where you serve, and a tappable phone number or one clear button.
- Next: proof, such as reviews, real photos and credentials customers care about.
- Then: a short block for each main service, linking to its own page.
- Leave off sliders, slogans, autoplay video and instant pop-ups.
- Test it: can a stranger say what you do after five seconds?
What goes on the home page, in order?
1. The first screen. Before anyone scrolls, especially on a phone, they should see:
- What you do, in plain words. “Emergency plumbing and water heater repair” beats “Excellence in every drop.”
- Who or where you serve. “Homes and businesses across Somerset County.”
- The next step. A phone number that dials when tapped, and one button such as “Get a quote.”
2. Proof. Reviews with first names (with permission). Photos of real jobs and your real team; see stock or real photos. Licenses, insurance or certifications that matter to buyers.
3. Paths to your services. One short card per main service, each linking to a full page. Visitors pick their path, and search engines see what you offer.
4. Helpful extras. A three-step “how it works,” your hours and service area, answers to the top two or three questions, and a second contact button near the bottom. If your prices are simple and fixed, a starting price can help. If every job is quoted, say how quoting works.
Why does it matter?
The home page is often the first page people see and the busiest one on the site. Visitors who can’t tell what you do leave and try the next result. A clear first screen keeps them long enough to see your proof.
What should I leave off?
- Rotating sliders that hide most of your message.
- Vague slogans that could belong to any business.
- Autoplay video with sound.
- Long welcome paragraphs. Your history belongs on the About page.
- Pop-ups that appear the moment the page opens, especially on phones.
- Heavy images that slow the page. See how big images should be.
What if my home page still isn’t bringing calls?
Run the five-second test. Show the page to someone who doesn’t know your business, then hide it. Ask what you do and how they’d contact you. If they can’t say, simplify the first screen.
Then look at the numbers. Are people clicking through to service pages? Are calls and forms coming in? See how to track calls and form leads. If people reach the form but don’t send it, read why a form may not bring in leads.
Check on a real phone too. Is the headline readable without zooming? Is the button easy to tap? Does the page load quickly? If not, see why a website is slow.
How much does it cost, and how long does it take?
Rewriting the first screen of an existing page can take an afternoon. A full home page rework with new photos and service cards is a bigger job, often done as part of a redesign. See how to prepare for a redesign.
How does E-3 handle this?
For a site we already look after, you can ask for home page changes in plain English. Ask for a change and we make it, and bigger changes are tested on a staging copy first. A free website check is a good place to start.
Related questions
Common questions
- Should my home page have a slider?
- Usually not. Rotating sliders add weight, and most visitors never see the later slides. One strong photo and a clear headline do the job better.
- How long should a home page be?
- Long enough to answer what visitors need and point them onward. On a phone, the first screen matters most: headline, one line of detail and a way to contact you.
- Should my prices be on the home page?
- If you have simple, fixed prices, a clear starting point can help. If every job is quoted, say how quoting works instead.
Rather talk it through?
Call our team, or send a note and we’ll reply within one business day. No pressure and no jargon.