What should be on a homepage to get more customers?

A converting homepage needs a clear headline stating what you do and who you serve, a visible call to action, social proof like reviews or testimonials, a concise services overview, and specific differentiators. Every section should answer a question a new visitor has. BrightLocal research shows most consumers trust online reviews as much as personal recommendations, so a visible star rating near the top of your page is especially important.

How long should a homepage be?

A homepage should be long enough to answer every major question a first-time visitor has — typically 5–7 distinct sections — but short enough that visitors don't feel overwhelmed. Most effective small business homepages cover: hero, social proof, services, differentiators, testimonials, and a second CTA. Quality of information matters far more than word count.

What is above the fold on a homepage?

Above the fold refers to everything visible on a homepage before a visitor scrolls. It typically includes your headline, subheadline, primary call to action, and optionally a hero image or trust signal. According to Nielsen Norman Group research, users decide quickly whether a page is worth their time, so your above-the-fold content must immediately communicate your value.

Why is my homepage not converting visitors?

The most common reasons a homepage fails to convert are: a vague or clever headline that doesn't explain what you do, no visible call to action, missing social proof, competing CTAs that confuse visitors, or slow page load times. Google's own research shows that slower load times sharply increase bounce rates. Start by auditing your hero section — it's where most conversions are won or lost.

Should I use a slider or carousel on my homepage?

No. Research from the Baymard Institute shows that homepage carousels get very low interaction rates and slow down page load times significantly. A single, well-crafted static hero section outperforms a rotating carousel almost every time. Carousels also create multiple competing messages, which dilutes the focus your homepage needs.

How many calls to action should a homepage have?

One primary call to action in your hero section, repeated or softened in a second CTA block mid-to-lower page. That's it. Multiple competing calls to action — phone number, chat widget, newsletter signup, and a 'Book Now' button all fighting for attention — create decision paralysis and reduce overall conversions. Pick one primary action and design your page around it.

What should be on a homepage to get more customers?

A converting homepage needs a clear headline stating what you do and who you serve, a visible call to action, social proof like reviews or testimonials, a concise services overview, and specific differentiators. Every section should answer a question a new visitor has. BrightLocal research shows most consumers trust online reviews as much as personal recommendations, so a visible star rating near the top of your page is especially important.

How long should a homepage be?

A homepage should be long enough to answer every major question a first-time visitor has — typically 5–7 distinct sections — but short enough that visitors don't feel overwhelmed. Most effective small business homepages cover: hero, social proof, services, differentiators, testimonials, and a second CTA. Quality of information matters far more than word count.

What is above the fold on a homepage?

Above the fold refers to everything visible on a homepage before a visitor scrolls. It typically includes your headline, subheadline, primary call to action, and optionally a hero image or trust signal. According to Nielsen Norman Group research, users decide quickly whether a page is worth their time, so your above-the-fold content must immediately communicate your value.

Why is my homepage not converting visitors?

The most common reasons a homepage fails to convert are: a vague or clever headline that doesn't explain what you do, no visible call to action, missing social proof, competing CTAs that confuse visitors, or slow page load times. Google's own research shows that slower load times sharply increase bounce rates. Start by auditing your hero section — it's where most conversions are won or lost.

Should I use a slider or carousel on my homepage?

No. Research from the Baymard Institute shows that homepage carousels get very low interaction rates and slow down page load times significantly. A single, well-crafted static hero section outperforms a rotating carousel almost every time. Carousels also create multiple competing messages, which dilutes the focus your homepage needs.

How many calls to action should a homepage have?

One primary call to action in your hero section, repeated or softened in a second CTA block mid-to-lower page. That's it. Multiple competing calls to action — phone number, chat widget, newsletter signup, and a 'Book Now' button all fighting for attention — create decision paralysis and reduce overall conversions. Pick one primary action and design your page around it.

The Anatomy of a Homepage That Converts

TL;DR: A converting homepage answers three questions in five seconds — what you do, who you serve, and what to do next. It does this through a clear hero section, immediate social proof, a focused services overview, real differentiators, and a second call to action before the footer. Every section has a job. If any section is missing, you're leaving money on the table.

The anatomy of a perfect homepage is the specific sequence of sections — hero, social proof, services, differentiators, testimonials, and CTA — arranged to guide a stranger into becoming a customer. It's not about looking pretty. It's about answering the right questions, in the right order, before a visitor loses patience and bounces.

According to research from the Nielsen Norman Group, users often decide within 10–20 seconds whether a page is worth their time — but a strong value proposition can hold them longer. Your homepage is a first impression, a pitch, and a map — all at once.

What Does a Homepage Actually Need to Do?

A homepage needs to answer three questions before a visitor scrolls past the first screen:

What does this business do?
Is it for someone like me?
What should I do next?

If your homepage fails any of these, visitors bounce — and they don't come back. Let's walk through each section that makes this work.

Section 1: The Hero — Why Is This the Most Important Section?

The hero is the most valuable real estate on your entire website. It's what people see before they scroll. Get it wrong and nothing else matters.

A great hero has three components:

1. A clear headline. Not clever. Not vague. Clear. Tell visitors exactly what you do and who you serve.

"Custom Cakes for Every Celebration in Orlando"
"Same-Day Plumbing Repair in Sanford"
"The Salon That Keeps Central Florida Looking Sharp"

Avoid headlines like "Welcome to Our Website" or "Excellence in Service Delivery." These waste your most valuable pixels.

2. A supporting subheadline. One sentence. Address a pain point or remove a doubt.

"No waiting a week for a plumber. We're there today or you don't pay."
"Online booking, walk-ins welcome, open seven days a week."

3. One primary call to action. One button. One action. Make it impossible to miss with a contrasting color. "Book Now," "Get a Free Quote," "See Our Menu." Don't make people hunt.

Great navigation works alongside your hero — if visitors can't orient themselves within seconds, even a perfect headline won't save them.

Section 2: Social Proof — How Do You Build Instant Trust?

Immediately after the hero, you need to answer the visitor's quiet internal question: "Can I trust this business?"

Options that work:

Star rating + review count — "4.9 stars from 247 Google reviews"
Client logos — if you serve other businesses
One powerful testimonial — a real quote from a real customer
Trust badges — licensed, insured, BBB accredited, industry awards

BrightLocal's Local Consumer Review Survey consistently finds that the vast majority of consumers trust online reviews as much as personal recommendations. A visible star rating near the top of your page isn't vanity — it's conversion strategy.

Keep this section lean. Two or three trust signals beat a cluttered wall of logos.

Section 3: Services — What Do You Actually Offer?

This section gives visitors a quick map of what you do. Not your entire catalog — just the highlights, with links to learn more.

Use a clean grid or card layout with:

An icon or photo for each service
A short title (3–5 words)
One sentence of description
A link to the full service page

Three to six items is the sweet spot. Enough to show range without overwhelming anyone.

If you run a restaurant, your restaurant website's homepage should spotlight your most popular categories — brunch, dinner, catering — not a 40-item menu. If you run a salon, your homepage should lead with services like cuts, color, and extensions, not every add-on you offer.

Section 4: Differentiators — Why Should Someone Choose You?

This is where you earn the sale. What makes your business different from the five other options a visitor is comparing right now?

Be specific. Generic claims lose:

❌ "We provide quality service."
✅ "Family-owned for 23 years. Same crew every visit."
✅ "All ingredients sourced from farms within 50 miles of Orlando."
✅ "Every stylist has 5+ years of experience — no junior stylists on new clients."

Use icons or short bullet points. Make it scannable. This section should be fast to read and impossible to forget.

Think of it like a pricing page — you're not just listing what you have, you're justifying why you're worth it.

Section 5: Testimonials — What Do Real Customers Say?

One to three real customer testimonials, placed mid-page when visitors are warming up but haven't committed yet.

Each testimonial should include:

The customer's name (first name + last initial is fine)
The service they used
A specific, concrete result

"Sarah completely transformed our overgrown yard. We went from being embarrassed to inviting neighbors over for BBQs." — that single sentence is more persuasive than three paragraphs of marketing copy.

Avoid generic quotes like "Great service, highly recommend!" Anyone can fabricate that. Specificity is credibility.

Section 6: The Second Call to Action — Why Do You Need It Twice?

By the time a visitor reaches this point, they've seen your value proposition, your social proof, your services, your differentiators, and your testimonials. They're warm. Don't let them scroll to the footer without a nudge.

Repeat or refine the action from your hero:

"Ready to get started? Book your appointment today."
"Get your free estimate in 24 hours."
"See why 500+ families trust us with their homes."

You can also offer a softer next step for visitors who aren't quite ready — "Learn more about our process" or a link to your About page works well here.

What Should You Leave Off Your Homepage?

Just as important as what you include is what you cut.

Remove these immediately:

Sliders and carousels — research from the Baymard Institute shows that users rarely interact with rotating banners, and they dramatically slow page load times.
Auto-playing video or audio — this drives visitors away faster than almost anything else.
Walls of text — your homepage is a highlight reel, not an encyclopedia.
Multiple competing CTAs — choose one primary action and protect it.
Stock photos of generic smiling people — use real photos of your actual business, your team, your work.

Does Page Speed Affect Homepage Conversions?

Yes — significantly. A slow homepage can undo every section above it.

Google's own research via Think with Google shows that as page load time increases, the probability of bounce increases sharply. A page that takes five seconds to load has a meaningfully higher bounce rate than one that loads in one second.

Optimize your images. Use modern formats like WebP. Choose a host with fast servers. And read more about why page speed matters for your business website — it's one of the most overlooked conversion levers for small businesses.

Section 7: The Footer — What Goes There?

Your footer is functional, not flashy. But it matters for trust and local SEO.

Include:

Business name, address, phone number — consistent with your Google Business Profile
Hours of operation
Links to all main pages
Social media links
Copyright notice

A mini contact form or email signup here can capture visitors who scrolled all the way down and still haven't acted. Don't overthink it — make it easy to reach you. Your contact page should do the heavy lifting for conversions, but the footer should at least point the way.

From Our Studio: What This Looks Like in Practice

When we rebuilt the homepage for a Winter Park home-services company last fall, the old site had a slider, three competing CTAs, and no visible phone number above the fold. We stripped it down to one headline, one button, and a Google review count. Within 60 days, their contact form submissions had nearly doubled — and their average session time went up because people weren't bouncing in the first five seconds. The structure wasn't magic. It was just answering the right questions in the right order.

If you're a local business in Orlando wondering why your site isn't converting, the answer is almost always in the structure — not the colors, not the logo, not the font.

Key Takeaways:

Your hero must answer what you do, who you serve, and what to do next — before anyone scrolls.

Social proof placed immediately after the hero answers the trust question before doubt sets in.

Three to six services, specific differentiators, and real testimonials warm visitors mid-page.

A second CTA near the bottom catches visitors who needed more convincing.

Sliders, auto-play media, and multiple competing CTAs actively hurt conversions — cut them.

If you want to see this structure built for your specific business, Wildcore Studio builds a free 48-hour prototype so you can see what your homepage could look like before you spend a dollar. Reach out and let's build it.