The three questions every visitor has
Within seconds, a new visitor wants to know: what do you do, is it for someone like me, and what do I do next? If your homepage answers all three above the fold — before any scrolling — everything else is refinement. If it answers none, no amount of beautiful photography will save it.
A headline that says something
'Welcome to our website' wastes the most valuable line on the page. Say what you do and for whom: 'Web design for UK trades', 'Accountants for growing businesses'. A stranger should be able to repeat your offer back to you after one glance. Our website design work starts with exactly this sentence.
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Proof beats promises
One genuine piece of evidence — a real review, a photo of finished work, a recognisable client type — does more than three paragraphs of claims. Place it high. Fabricated or stock-looking proof does the opposite: visitors have sharp instincts for it.
One clear next step
Every homepage needs a single obvious action — call, book, get a quote — visible without scrolling and repeated further down. Two equal buttons make visitors choose; make one primary. If you want a second route, make it visibly secondary.
What to leave off
Auto-playing sliders nobody waits for, mission statements about 'passion', dense paragraphs of company history, and pop-ups in the first ten seconds. None of these answer the visitor's three questions — they delay the answers. When in doubt, cut.
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