Your homepage has one job: convince the right visitor, in a few seconds, that they've found the right business, and then make it easy to take the next step. Here's what to write, section by section, with examples you can adapt.
1. The headline: what you do and where
Visitors decide almost instantly whether to stay. Your headline should answer "What is this?" and "Is it for me?"
Formula: [What you do] for [who] in [where]
- "Roof Repair and Replacement in San Antonio"
- "Fresh Tacos and Catering on the West Side"
- "Dog Grooming That Comes to You, Across North Austin"
Avoid vague lines like "Welcome to Our Website" or "Quality You Can Trust." They don't tell the visitor anything.
2. The subheadline: why you
One sentence that gives a reason to choose you.
- "Family-owned for 15 years, with free estimates and same-week appointments."
- "Licensed, insured, and rated 4.9 stars by local homeowners."
Only use claims that are true and that you can back up.
3. The main button
Right under the headline, give one clear action:
- "Call (210) 555-0100"
- "Get a Free Quote"
- "See the Menu"
- "Book an Appointment"
On phones, the call button should dial with one tap. Use the same action again further down the page.
4. Your services
List your main services with a short line each. Use the words customers search for.
Drain Cleaning. Clogged sink or slow shower? We clear it the same day.
Water Heaters. Repair and replacement, gas or electric.
Leak Repair. Find and fix leaks before they cause damage.
If you have a page for each service, link to it.
5. Proof
Show that real people trust you:
- Three short, real reviews with first names
- Photos of your actual work
- Licenses, certifications, awards or years in business
- Logos of local organizations you belong to
6. How it works
Three simple steps reduce worry about what happens next.
- Call or request a quote. Tell us what you need.
- Get a clear price. No surprises.
- We do the work. On time, cleaned up after.
7. About you, briefly
Two or three sentences with a photo. People hire people.
"I'm Maria, and I started Bright Clean in 2018 after ten years cleaning homes for a big franchise. Now every client gets the same two-person team every visit."
8. Service area and hours
Say exactly where you work and when. "Serving San Antonio, Alamo Heights, Stone Oak and New Braunfels. Mon–Sat, 7am–6pm."
9. The final call to action
End with a short push and the button again:
"Ready to get it fixed? Call (210) 555-0100 or request a free quote. We usually respond within the hour."
Writing tips
- Write like you talk. Read it out loud. If it sounds stiff, simplify it.
- Use "you" more than "we." Focus on the customer's problem, not your history.
- Be specific. "Same-week appointments" beats "fast service."
- Cut the fluff. If a sentence doesn't help someone decide to call, delete it.
- Check it on a phone. That's where most visitors will read it.
A homepage doesn't need to say everything. It needs to say the right things in the right order, then get out of the way.