Your homepage is your virtual front door — often the first impression potential clients have of your business. A well-designed homepage can captivate your visitors, engage them, and lead them to take the next step with you. But without the right pieces, you might lose them within seconds (source). So, to make sure you’re making the most of that critical first impression, here are the 8 must-haves for your website’s homepage:
01. Your most aligned visuals (photo/video)
Visuals are often the first thing visitors notice. Putting your best foot forward is a must-have for your homepage. Make sure your photos and video align with your brand identity and speak directly to your target audience.
Choose visuals that reflect your style and service: Whether it’s bold and vibrant or soft and minimalistic, your visuals should capture the essence of what your business is about.
Show YOUR work, not just stock photos: Clients want to see you in action—your process, your products, and how you interact with clients.
Use video to create a deeper connection: If possible, incorporate a video that showcases a behind-the-scenes look or a compelling story of your brand. This can quickly engage visitors and make them feel more connected to your business.
02. A headline that speaks directly to your ideal client and their needs/desires
Your headline should grab attention and immediately communicate what problem you solve or what transformation you offer. If you want people to keep scrolling past “the fold“, a strategic headline is a must-have for your homepage.
Use clear, specific language: Speak directly to the needs or desires of your ideal client. What is their specific pain point? What is their problem and how do you solve it? How can you best serve their needs?
Avoid vague statements: Phrases like “We offer the best service” are too generic. Instead, be direct: “We help modern brides create unforgettable weddings with custom floral designs.”
Emphasize the benefit: Let your clients know why they should care — what’s in it for them? Something like “Timeless photography for couples who value authenticity and emotion” will resonate more deeply.
03. A call to action (one primary one, more than once)
Every homepage needs a clear and compelling call to action (CTA) that guides visitors toward taking the next step. Without a call-to-action, your website is just a pretty picture.
Stick with one primary CTA: Focus on one key action — whether it’s booking a consultation, filling out a form, or viewing your portfolio. Don’t overwhelm visitors with too many choices.
Repeat the CTA multiple times: Place your CTA in several spots across the homepage —above the fold, in the middle, and at the bottom. This makes it easy for visitors to take action at any point.
Make it specific and actionable: Instead of a generic “Learn more,” try “Book your free consultation” or “See our wedding packages.”
04. Your location, if applicable
If your business serves a specific geographic area, be sure to mention it early on. Often this is the first thing your viewers are looking for, so it’s absolutely a must-have for your homepage.
Local businesses need this for SEO and clarity: Whether you’re a wedding photographer in the Pacific Northwest or a florist in New York City, be sure to mention your city, region, or service area.
Highlight travel availability if relevant: If you travel for work, make that clear too. For example, “Available for destination weddings worldwide” or “Serving couples in San Francisco and beyond.”
Helps clients know if you’re the right fit: Potential clients often need to know if you can serve their area before reaching out, so don’t make them search for this info.
05. A little bit about yourself / your mission
People connect with people. A personal touch makes you relatable and builds trust with your audience.
Keep it concise, but make it personal: Share a short story about why you started your business or what drives your passion. This helps potential clients understand not just what you do, but why you do it.
Tie it to your client’s needs: Explain how your mission or values align with what your ideal client is looking for. For example, “I believe in creating timeless designs that reflect each couple’s unique story.”
Photos of you or your team: Show the face or faces behind the business! Including a friendly, professional photo helps visitors feel more connected and trust you more easily.
06. Clear navigation
Visitors should be able to easily find what they need without confusion or endless scrolling.
Keep navigation simple and intuitive: Stick to 5-7 main menu items. Overcomplicating your navigation can overwhelm visitors and lead to a high bounce rate.
Highlight the most important pages: Prioritize what’s most important, like your portfolio, services, and contact page. Don’t hide these key pages in dropdown menus.
Consider a sticky header: For long scrolling homepages, a sticky navigation bar that stays at the top can help users navigate the site without needing to scroll all the way back up.
07. Social links
Are you more active on social media? Make it easy for potential clients to follow along and engage with you on socials.
Include clickable social media icons: Place these in a visible spot on your homepage, either in the header or footer, so visitors can follow or check out your latest work on platforms like Instagram or Pinterest.
Be strategic about which platforms you link to: Only link to social media accounts where you’re active and regularly posting. It’s better to focus on a few strong platforms than to link to inactive ones.
Use social media to build trust: Potential clients often want to see more of your personality, recent work, or testimonials, so make sure your social profiles reflect your brand well, and be consistent.
08. Social proof
Building trust with new visitors is key, and nothing speaks louder than proof from happy clients.
Include testimonials or reviews: Showcase quotes from satisfied clients or wedding industry peers. Use authentic, relatable testimonials that highlight the experience of working with you.
Feature logos of partnerships or publications: If you’ve been featured in magazines, blogs, or partnered with well-known vendors, include their logos or badges to increase credibility.
Incorporate case studies or success stories: For a deeper level of trust, consider adding short stories or a case study of how you helped a past client achieve their goals.
Your homepage is a powerful tool for attracting and converting potential clients. By making sure these eight elements are in place, you’ll ensure that your homepage makes a lasting first impression. So, take a moment to review your website and see if you’ve covered all these essentials!
Don’t have a website? All of your marketing efforts are in vain without the virtual front door for your clients to land at. More on why you NEED a website here!
Check out my web design services if you’re ready to build professionalism and trust through a website for your business.
