3 Essential Elements Every Homepage Should Include - Small Business Web Design Tips

Written By Rachel Bevill

Driving traffic to your website is the goal, but how do we keep that visitor’s attention? How do we encourage the folks clicking on our websites to engage in the content and (eventually) book our services or try our products? 

First impressions are everything, and a messy landing page that makes the viewer feel over or underwhelmed is a quick way to lose that visitor. So how do we hook these viewers? And how do we keep their attention? 

Designing a credible, easily navigable homepage is key to ensuring that your website traffic leads to customers. The best way to do that? Consider these three simple homepage must-haves: 

Clear Value Proposition

Think about the value proposition as your elevator pitch. Who are you? What do you do? How can you help your viewer? If you design a homepage that answers these questions clearly and quickly, your viewers are more likely to stick around and browse the rest of your website! 

So how do you accomplish this? 

Having a concise headline is the first step to answering these questions. 

For example, if you own a business that sells fresh produce, you may want to have a headline that says something like, “Eat Clean With Fresh, Local Produce.” This example makes it clear what your business does and how it can help the viewer. 

Call to Action (CTA)

Dedicating some time to creating a call to action is the second step in designing a homepage for a small business website. Once your viewer understands what you have to offer and how it can help them, they need to know what happens next. How do they access your product or service? Providing a clickable link, contact form, or next steps option to guide them through the process (and the rest of your website!) is key. 

Consider including something like this as your call to action on your homepage:

  • Schedule a call

  • Book a consultation

  • Browse our products

  • Contact us

Placing this call to action “above the fold” (essentially, where the eyes are drawn to in the first section of your homepage) is what makes a good homepage. 

Credibility Call-Out 

Building trust with your viewer is essential to your credibility, and showcasing this on your homepage is a good way to ensure that viewers establish trust in your brand, your company, and you from the start. 

A good way to build a portfolio of social proof and credibility can include: 

  • Testimonials - specifically client reviews that show your integrity as a company.

  • Logos of brands you’ve worked with - if you have worked with prominent or trustworthy companies, this is a good place to show your partners.

  • Portfolio previews - if you are a freelancer, showcasing a few of your best works on your homepage is a good idea.

  • Short bio with a photo - if you are just starting out, including a short bio and a picture that helps your audience learn more about you will also begin to build trust. 

Reassuring your viewers that they are in good hands will build credibility and make a good first impression on your website’s homepage. 

Final Thoughts

Starting a small business is challenging, and your website should reflect what your vision for that small business is. By focusing on a clear value proposition, guiding your visitors with a strong call to action, and establishing trust from the start, you're setting the foundation for a homepage that works for you — not just about you.

Remember: your homepage doesn’t need to be complicated to be effective. It needs to be clear, welcoming, and intentional. Start simple, test what resonates with your audience, and don’t be afraid to update as you grow.

Need a second set of eyes on your homepage? I’d love to help — reach out anytime.

Rachel Bevill