Anatomy of The Perfect Website Homepage

A lot of people’s minds go blank when deciding what content to include on their website– especially the homepage. But this decision process doesn’t need to be difficult or stressful. Just think of the homepage as an opportunity for you to introduce your company to various audiences, educate them, and turn them into believers! Make sure your homepage tells your story, builds trust, and leads further into your website. This is the key to converting customers. Fortunately, we have a ton of suggestions for how to build a profitable website and fill up your website’s homepage. Keep reading to discover how we build homepages that entice new customers.  



This is perhaps the most important part of the homepage. The headline is the first thing a potential customer will see. You need to convince the person who clicked on your website to stay with a few short words. They will know in three seconds or less if they’re interested in reading further. If you’re successful, they will continue clicking through the website. They may even become a paying customer! However, if you fail, they will likely move on to your competitor’s site. That’s why you must quickly and succinctly express what you’re offering and pique their interest. 

This is a good example of a headline because it shows the company has years of experience, and the graphics directly below it showcase their services. They also offer three call-to-action buttons, which is great for reaching people at different stages in the buying process. The “Contact” button is perfect for people who are ready to get in touch and start asking questions. Meanwhile the “Watch Our Video” button is excellent for showcasing your offerings to people who aren’t quite sure about you yet. The “Customer Login” button is a convenient option for people who’ve already bought into your company. 



The sub-headline allows you to elaborate. The headline might only be three or four words. This portion of the website allows you to further explain the attention-grabbing headline. You can offer a brief product or service description, establish your expertise, or explain the benefits of your product. If a potential client sees what they’re looking for, they’ll be more inclined to peruse your website. This is a great example because it expresses the attorney’s background, area of expertise, and character traits. It also includes media and a button to guide the reader further into the site. 

Primary CTA

The purpose of a homepage is to show that you have a resolution to the searcher’s problem and encourage them to commit in a small way. Ideally, the reader will make the desired action. This doesn’t have to be a sale. But if it’s effective, they should make contact and request more information. Primary CTA buttons can say something like “schedule a consultation”, “call”, or  “submit form”. 



Incorporating visuals on your website will create a better overall user experience (UX). It also improves the likelihood that someone will stay on your website longer because they’ll be more engaged. Furthermore, photographs and videos elicit strong emotions. They will help establish a connection between you and the prospective client. People want to see themselves represented on your website because this makes it easier for them to envision themselves using your products or services. 

Aside from incorporating visuals directly on the homepage, you can include a link to a gallery showing product or event shots. If you’re a service-based business, you can even include a gallery full of your work and employees out on jobs! A media gallery is a great way to entice people into further exploring your website. 

Services and Benefits

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Tell people why they should hire you or buy your products. We’ll let you in on a little secret. No one actually cares about specs, logistics, jargon, or dense and confusing data. People just want to know how what you’re offering applies to them. So, tell a short story and address the problems your ideal customer is likely experiencing. Try doing this through copy or create a video! Ultimately, you just want to help your client feel understood and establish a connection. You can explain your process once they’re further down the sales funnel. 



This portion of the homepage is key to building credibility. When people read about the great things you’ve done for others, they’ll be more inclined to buy from you. Just by adding a few quotes from past customers to your website, people will feel a lot more trusting of you. This is a great testimonial page because it shows names, reviews, and the company’s star rating. If you don’t have enough testimonials, ask past clients to leave one or post a graphic on social media asking people what they think of your services. The feedback and be incorporated on the website, and this also gives you a chance to interact with customers and respond to their concerns. 

Lead Deeper

This is the time for you to lead a searcher deeper into your website. We recommend putting 3-5 graphics or photos with links to a different area of your website. These should all represent a different product, service, or page type. You could guide them to an online shop, your blog, a podcast, product pages, the about page, or anything else!

Content or Service Offer

A lot of companies don’t consider doing this but they absolutely should. This could be a whitepaper, ebook, or an online class. This does a couple of things. First, these things establish you as a thought leader and allow you to provide valuable information. Second, it helps people who aren’t quite ready to buy learn more about the product or service. By offering free, informational content, they can take time to inform themselves before making a purchase. 

Secondary CTA


Now, the secondary CTA is a bit different than the primary CTA. The initial call to action encourages the consumer to take a specific action. The secondary CTA is your chance to convert people who didn’t go for the first call to action. Simply put, it’s another path for searchers to take that requires less of a commitment. Sometimes, people will choose to put this next to the primary CTA right at the top. This can help increase conversion rates. However, if someone makes it to a CTA halfway down the page, they’re likely pretty interested. At this point, they likely just need some information and convincing. 

Offer Free Resources

Establish Credibility and thought leadership. This is also another place where you can convert customers who are still unsure. This isn’t about the hard sell. This is about offering something of value to build trust. If you are a roofing company, consider offering a guide to handling insurance adjusters or a digital roofing material swatch. A skincare company could consider putting together a free, custom regimen that is sent to their email free of charge. (Hint: this also adds them to your email subscribers list so you can send them more promotions and information that will help convert them.)

Proof of Work


Case studies, a portfolio, and customer success stories all help people see your value. People will not only see that a lot of people have put their trust in you, but that you came through for your clients. A visual portfolio is the cherry on top of a beautifully formatted and informative homepage. This element of your homepage can include proof-of-work, customer success stories, awards, and more. If you’re a startup, consider doing case studies until you have paid work to show off. 

Build the Perfect Website Homepage With Rise Local 

We are a full-service digital marketing agency with extensive experience building profitable websites. Rise Local has offices conveniently located in Dallas and Houston so we can conveniently assist local businesses. Contact us when you’re ready to rebrand, redesign, or even build your very first website. Our web development and content creation crew is knowledgeable and ready to help you every step of the way.

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