A website homepage should include, in roughly this order: a clear value proposition saying what you do and for whom, with one primary call-to-action button; a short services overview; proof such as reviews or examples of work; your process; frequently asked questions; and contact details. Each section should move the visitor one step closer to acting.
We have covered what a corporate website should look like overall, and how to write call-to-action buttons, in separate posts. This one focuses only on the homepage: what its job is, which sections should come in which order, why that order works and the mistakes businesses make most often on their homepage.
What is a homepage's job?
A homepage's job is to tell a visitor within a few seconds what you do, who you serve and why they should choose you, and then send them to the right page or straight to contact. A homepage is not a brochure that explains everything; it is a guide that moves the visitor to the right place.
Some visitors reach the homepage by searching your company name on Google, some from social media, and some after reading a service page and wanting to know who the company is. The homepage therefore has to answer both someone who has never heard of you and someone who is checking you out, at the same time.
What belongs in the hero section?
The hero section, the first screen of the page, should contain a headline that says concretely what you do, one or two supporting sentences, a single primary call-to-action button and a real, relevant image. Without scrolling, a visitor should understand your service, your area and the next step.
- —Headline: instead of 'Building the future together', a sentence that names the service and audience, such as 'Steel construction for industrial sites in Kocaeli'.
- —Supporting line: one or two sentences on what sets you apart, such as turnaround time, warranty, specialism or service area.
- —Primary CTA: one clear action such as 'Get a quote', 'Book an appointment' or 'Message us on WhatsApp'.
- —Secondary link: a lower-emphasis option such as 'See our services' for those not ready to act.
- —Image: a real photo of your work, team or product rather than stock photography.
Which sections should follow the hero, and in what order?
After the hero, homepage sections should follow the order of the questions in a visitor's mind: what do you offer, why should I trust it, how do you work, what are the answers to my doubts and how do I reach you? Following that logic, services overview, proof, process, FAQ and contact is a good starting order for most service businesses.
- —Services overview: 3-6 main services, each with a short description and a link to its own detail page.
- —Proof: genuine customer reviews, permitted examples of work, certifications or the industries you serve. Never use invented numbers or logos.
- —Process: how working together goes in 3-5 steps, such as first call, quote, delivery and handover.
- —Why us: 2-4 concrete points that set you apart, measurable differences rather than generic 'quality service' claims.
- —FAQ: the 4-6 questions asked most before a decision, such as price, timing, service area and warranty.
- —Final CTA and contact: a closing block that repeats the hero's action, with phone, address and opening hours.
- —Footer: contact details, key page links, legal notices and social media.
Why does this section order work?
This section order works because it follows the visitor's decision process step by step: first they understand what they get, then they come to trust it, then they see how it will work, then they find answers to their last objections, and finally they act. Proof comes before process because a visitor who does not trust you will not bother reading process details.
The order is a starting point, not a rule. In sectors where price drives the decision, package information can move higher; for an architecture practice where visuals matter most, examples of work can come before the services overview. What matters is that every section answers a question and the visitor is never left wondering what to do next.
What are the most common homepage mistakes?
The most common homepage mistakes are auto-rotating sliders, generic slogans that say nothing, many equally prominent buttons at once and trying to explain everything on the homepage. What these mistakes share is that they scatter the visitor's limited attention and fail to offer one clear message and one clear next step.
- —Auto-rotating slider: usability research shows slides after the first are rarely seen; sliders are also usually heavy and hard to read on mobile. One strong hero works better.
- —Vague slogan: phrases like 'Your partner in quality and trust' fit every company, so they describe none of them.
- —Too many buttons: five equally prominent calls to action stop visitors from deciding. One primary and at most one secondary action is enough.
- —Heavy intro video: a large autoplaying video makes the page slow to load, especially on mobile connections.
- —Stock photos: suited people shaking hands raise suspicion rather than trust.
- —Hidden contact details: having the phone number or address only on a separate page loses customers who are ready to act.
What should a homepage look like on mobile?
On mobile, a homepage should not be a shrunken desktop design but a single-column layout that keeps the main action within reach at all times. Because a large share of visitors open sites on their phones, the headline, short description and primary button should appear on the first screen, and the call or WhatsApp button should be easy to tap.
On mobile, text blocks should be shorter, long service lists should be split into cards and heavy images should be served at a suitable size. On our own site at 404 Ajans, we keep the WhatsApp call-to-action in the sticky header so a visitor can get in touch with one tap wherever they are on the page.