- The first screen must say what you do, who for, and what to do next, in plain words.
- A homepage directs traffic. Link clearly to each service, rather than explaining everything on one page.
- Put proof early: client names, accreditations, reviews, results.
- Design for the phone first; most first visits are on mobile.
What a homepage is for
For a B2B or professional services firm, the homepage has three jobs:
- Confirm the visitor is in the right place: what you do, who for, and where.
- Build enough trust to keep them reading: proof that you're credible.
- Send them to the right next page: a service page, a case study, or the contact page.
It isn't the place to explain every service in detail. That's what service pages are for. A homepage that tries to say everything ends up saying nothing clearly.
What to put on your homepage, section by section
| Section | Purpose | What to include |
|---|---|---|
| Header and navigation | Find your way | Logo, main services, about, case studies, contact; phone number if calls matter |
| Hero | What, who, why, next step | A specific headline, one-line supporting statement, primary call to action, real image |
| Proof strip | Instant credibility | Client logos (with permission), accreditations, review rating, a key number |
| Services | Route to the right page | One card per main service, a sentence each, linking to its page |
| Who you work with | "Is this for me?" | Sectors or client types, with links if you have sector pages |
| Why choose you | Differentiation | Three or four specific, provable reasons |
| How it works | Reduce uncertainty | Three to five steps from first call to delivery |
| Case study or results | Evidence | One featured story with a measurable outcome, linking to more |
| Testimonials | Social proof | Short quotes with a name, role and company |
| Final call to action | Capture readiness | The same primary action as the hero |
| Footer | Reassurance and housekeeping | Contact details, address, company information, legal pages, social links |
How to write the homepage headline
The headline does most of the work. It should say what you do and for whom, in words your buyers use.
| Vague | Specific |
|---|---|
| Innovative solutions for a changing world | IT support and cyber security for law firms |
| Your partner in growth | Precision CNC machining for aerospace and medical |
| Excellence in education | An independent day school for ages 3 to 18 in [town] |
| Transforming learning | Accredited health and safety training, on-site or online |
Follow it with a short line that adds the main benefit or proof: "Fixed monthly fees. Four-hour response. 120 firms supported."
Homepage examples for B2B firms
These are patterns to adapt, not designs to copy.
IT support provider. Hero: "IT support and cyber security for professional firms" with "Book a free IT review". Proof strip of accreditations and a review rating. Three service cards (managed IT, cyber security, cloud). A "How we onboard you" section in four steps. One featured case study from a law firm.
Manufacturer. Hero with a photo of real parts: "Precision machining to ±0.01mm for aerospace and medical". Proof strip of certifications and sectors. Capabilities grid linking to each process. Facility photos and capacity figures. "Request a quote" repeated.
Independent school. Hero image of real pupils (with consent) and the school's age range and location. Key facts: results, class sizes, inspection outcome. Routes for prospective families: visit, admissions, fees. Latest news, kept current.
Training provider. Hero: the main course areas and delivery options. Search or filter for courses. Accreditation logos. Upcoming dates. Reviews from delegates and employers.
Homepage design tips
- Make the first screen count. On both phone and desktop, the headline, supporting line and call to action should be visible without scrolling.
- Use real images. Your team, premises, products and work beat stock photography.
- One primary call to action. Use the same wording throughout, with a softer secondary option at most.
- Short sections with clear headings, so people can scan.
- Fast loading. Large hero videos and sliders often slow the page and rarely improve results. See Core Web Vitals.
- Accessible: readable contrast, descriptive link text, alt text on images. See the website accessibility checklist.
Homepage SEO
- Title tag: what you do and for whom, plus your brand. See title tags and meta descriptions.
- One H1 that matches the headline's meaning.
- Links to every main service page, with descriptive link text.
- Your business name, address and phone number in the footer, matching your Google Business Profile.
- Organization structured data, with your name, logo and contact details.
The homepage usually ranks for your brand name and broad terms; your service pages should rank for specific services.
Questions
What should be on a homepage?
A clear headline saying what you do and for whom, a primary call to action, proof such as client logos and reviews, links to each main service, a short process, a featured case study, testimonials, a final call to action and a footer with contact and company details.
How long should a homepage be?
Long enough to confirm what you do, build trust and route visitors on, usually eight to ten short sections. Every section should earn its place.
Should my homepage have a slider?
Usually not. Sliders often slow the page, and most visitors only see the first slide. One strong, static headline and image is clearer.
What's the most important part of a homepage?
The first screen: the headline, supporting line and call to action. If a visitor can't tell what you do and what to do next within a few seconds, the rest of the page won't be read.
How often should I update my homepage?
Review it at least yearly, and whenever your services, proof or positioning change. Keep news, case studies and dates current, because stale content suggests an inactive business.
Every guide is checked against the platform it describes before it’s published, and re-checked when the platform changes.