Your homepage has one job: help the right visitor understand what you do, trust you, and take the next step. Everything on it should support that.
This is the structure I use as a starting point for most service businesses. I adjust it for each client, but the order rarely changes much.
1. A clear headline
Say what you do and who it’s for in plain words. “Roof repair and replacement in Surrey” beats “Excellence above all” every time. Visitors should know they’re in the right place within a few seconds.
Under the headline, add one short line on what makes you different and a single main button, like “Get a Quote” or “Book a Call”.
2. Proof, early
Put trust signals close to the top: real Google reviews, years in business, certifications, logos of clients you’ve worked with. Only use real ones. Made up proof is easy to spot and damages trust.
3. Your services
Show your main services as simple cards, each linking to its own page. Use the words your customers search for, not internal jargon. A short line under each name helps people pick the right one.
4. Why choose you
Three or four specific reasons. “Free estimates within 24 hours” is specific. “Great service” isn’t. Think about the questions people ask you on the phone before they hire you, and answer them here.
5. How it works
A simple three or four step process takes away uncertainty. People are more likely to reach out when they know what happens after they do.
6. Your work
Photos of real projects, before and after shots, or short case summaries. Real work always beats stock photos.
7. Areas you serve
For local businesses, list the cities you work in and link to a page for each. This helps visitors and helps Google understand where you operate.
8. Common questions
A short FAQ answers objections before they become reasons to leave. It also helps you show up in search results and AI answers for those questions.
9. A final call to action
End with a clear invite to get in touch, and make your phone number and form easy to find.
Small details that matter
- One main action per section, not five competing buttons.
- A sticky header with your call button on mobile.
- Readable text sizes and good contrast.
- Fast loading images.
Want me to look at your homepage? Send me the link and I’ll share what I’d change first. You can also see how I approach website design projects.
