What to put on your homepage: 9 sections every business needs

What is the job of a homepage?

A homepage’s job is to orient, reassure and route. In a few seconds it has to confirm that the visitor is in the right place, give them reasons to believe you, and send them to the page or action that fits what they came for. It does not need to say everything about your business; it needs to say the right things in the right order.

It helps to remember how people really arrive. Many visitors land first on a service page or an article from Google, then click your logo to find out who you are. Others type your name after seeing you on Instagram, LINE or a friend’s recommendation. Either way, the homepage is where they check you out before deciding to get in touch, so it works as your summary and your shop window at the same time.

A useful test: if a visitor read only your homepage and nothing else, would they know what you do, who you do it for, roughly what it costs and how to start? If not, something is missing.

What should go on a homepage, in order?

For most service businesses, this order works because it follows the questions a visitor asks, one after another:

1. Hero: headline, supporting line and one main button. What you do, who it is for and the next step, all visible without scrolling.
2. Proof strip. A short line of evidence straight after the hero: a review rating, client names, years in business, accreditations or press mentions.
3. The problem you solve. Two or three sentences, in the customer’s words, about the situation they are in and the outcome they want.
4. Your main services. Three to six cards, each with a one-line description and a link to its own page. Detail belongs on the service page, not here.
5. Examples of your work. Case studies, a portfolio, before-and-after images, class photos: whatever lets people see the result.
6. How it works. Three or four steps from first contact to result, so the process feels simple and predictable.
7. Prices or a starting price. Even “from” pricing lets serious buyers qualify themselves and enquire with confidence.
8. Frequently asked questions. The four to six questions you answer on every first call: timing, location, payment, what to bring, what happens next.
9. Final call to action and contact details. Repeat the main button, then give phone, email, messaging apps, address and opening hours.

You will not always need all nine. A personal trainer might merge services and prices; a law firm might lead with practice areas and its lawyers. But if you remove a section, make sure the question it answered is still answered somewhere on the page.

What should the first screen of a homepage say?

The first screen should state what you do, for whom, and what to do next, in plain language. This area, often called “above the fold”, is the one part of the page every visitor sees, so it should not be spent on a welcome message or a slogan that needs explaining.

A simple headline formula is what you do + who it is for + where, or with what outcome. Compare:

• “Welcome to a world of beauty” tells a visitor nothing.
• “Doctor-led skin and laser treatments in Thonglor, Bangkok” tells them exactly what you offer and where.
• “Excellence in legal services” could belong to any firm on earth.
• “Work permits, company setup and family law for expats in Bangkok” filters in the right clients straight away.

Under the headline, add one supporting sentence with a specific detail, such as your opening hours, the languages you speak or a starting price. Then give one main button with a clear verb, like “Book a consultation”, and at most one quieter secondary link, such as “See prices”. We cover button wording in calls to action that work, and headline writing in website copywriting tips.

Finally, choose a real image. A photo of your actual clinic, gym, team or product does more work than any stock image, because it answers the silent question “are these people real?”

What should you leave off your homepage?

Leave off anything that delays the main message or competes with the main action. These are the usual suspects:

None of these is banned outright, but each one has to earn its place. If an element doesn’t help a visitor decide, it is slowing them down.

How long should a homepage be?

A homepage should be as long as it takes to answer the questions people have before they enquire, and no longer. Visitors are happy to scroll when each section gives them something useful; they leave when sections repeat themselves or say nothing new.

On a phone, a nine-section homepage might be quite a few screens tall. That is fine, as long as the main button is easy to reach throughout. A sticky “Book” or “Call” bar at the bottom of the screen helps; see mobile-first web design for how to plan this.

What fills those sections depends on your industry:

• Clinics: treatments, the doctors, prices and online booking. Our Na Clinic website, for example, is bilingual and has online booking built in.
• Gyms and studios: classes, the timetable, coaches and membership prices. Put the schedule and prices where a visitor can see them without asking.
• Professional firms: practice areas, the people, how fees work and how to book a first consultation.
• Personal brands: who you are, who you help, your story and how to work with you.
• B2B companies: product ranges, industries served, certifications and where to buy or request a quote.

How do you know if your homepage is working?

A homepage is working when visitors understand it quickly and move on to the next step. You can check both.

1. Run a five-second test. Show the homepage to someone who doesn’t know your business for five seconds, then ask what you do and who it is for. If they can’t say, rewrite the first screen.
2. Track clicks on the main button. Set up an event in your analytics for clicks on your primary call to action, and watch it over time.
3. Look at where visitors go next. If people leave straight away or wander to the About page, your homepage may not be answering their main question.
4. Count enquiries, not visits. Traffic is only useful if it turns into calls, messages and bookings.
5. Ask new customers. “What nearly stopped you getting in touch?” often reveals a missing price, a missing photo or an unanswered question.

Change one thing at a time so you can tell what made the difference. At PJW Partners, we plan the homepage section by section before any design starts, so every block has a job. If you would like a second pair of eyes on yours, tell us about your business and we will reply within one business day.

Questions