What should go on a small business homepage?
Most homepages try to say everything and end up saying nothing. Here’s what a customer is actually looking for, in the order they look for it.
Nikita Kostin
· 2 min read
A visitor on your homepage has one question: is this the right place for me? They’ll give you a few seconds to answer it. If the answer isn’t obvious, they hit back and try the next result.
So a homepage isn’t a brochure. It’s a quick answer, followed by an easy next step. Here’s what I put on one, roughly top to bottom.
What you do, and where
The first thing on the page, in plain words. “Family bakery in Kensington, Calgary.” “Kitchen and bathroom renovations in Etobicoke.”
Not “Crafting moments that matter.” Nobody knows what that means, including Google.
The one thing you want them to do
Call, book, order, get a quote. Pick the main one and make it a big button near the top. On a phone, “Call” should be one tap.
If you have two actions (say, order online and book a table), that’s fine. Five is not.
The practical stuff
Hours, address, phone number, and whether you’re open right now. For a restaurant or shop, this is often all people came for. Don’t make them hunt for it in the footer.
Proof that you’re good
Real photos of your work, your food or your space. A few short reviews from real customers, with names. If you’ve been around for a while, say so.
Stock photos do the opposite. People can tell.
What it costs, roughly
You don’t need a full price list. But “Haircuts from $35” or “Most kitchens are between $25k and $60k” helps people decide whether to get in touch. Hiding all pricing makes some people assume it’s expensive and leave.
A way to reach you that isn’t a phone call
Lots of people would rather send a message. A short contact form or a text/WhatsApp link catches them.
What you can leave off
- A long “About our journey” story. Put it on an About page for the people who want it.
- An image slider. Almost nobody waits for the third slide.
- A big welcome message. “Welcome to our website!” wastes the best space on the page.
And make it work on a phone
Check your homepage on your own phone, outside on mobile data. If it’s slow, or you have to pinch and zoom to read it, that’s what most of your customers are seeing.
The test is simple: hand your phone to a friend, open the site, and ask them what you do and how to contact you. If they can answer in five seconds, the homepage is doing its job.