by Phil Chow

Your home page is usually the first page people see when they visit your website, so it has to make a good impression within 3 seconds or people may quickly leave it for another site.

For a business website, its home page also has to get visitors to contact the business, too, so that it can potentially turn a visitor into a customer.  To maximize the chances of this, a good business website home page should have the following elements:

Looks good

It goes without saying that your home page (you can also assume this applies to your website, too, when home page is mentioned in this article) needs to make a good first impression.  People unconsciously assume that your business is not worth looking into if it looks bad.

Has a Good Colour Scheme

One way to do this is by selecting colours that make your homepage look good.

A tool that helps you do this is   You enter the main colour that you want for your homepage and it suggests various colour combinations that go well with the colour you entered. Select up to a three or four colour combinations for your homepage and no more than that.  Have one to two colours as your homepage’s main colours and the other colours as its trim or accent colours.

Easy to Read and Understand

Another way is to make your home page easy to read and understand.  Write in simple language.  Your writing should be, where possible:

  • in active tense
  • use common words
  • have lots of headings that summarize what each upcoming subsection of text is about
  • in short paragraphs and
  • list bullet points when you’re writing about various steps, features, processes, etc.


Layout and Navigation

Your homepage should also be well laid out and easy to navigate, so that visitors can easily see each section of your homepage (main section, footer section, header section, call to action section, etc.) and easily go to other sections of your home page or pages of your website.

A web designer can help you to create a good layout and navigation. A well designed theme serving as a template for your website will also help you do this, too.

Home Page Content

What should your home page’s content have? It should have the following:

  • What your business does/is about in terms of solving a customer’s problem.
  • List its service(s) and/or product(s)’ customer benefits.
  • Feature testimonials and any awards, memberships, samples of work, etc. if available, that show that your business is trustworthy and professional.
  • At least three photos of your business:
    • one of your storefront so that customers recognize your business when they go to visit it;
    • another of you as a business owner or of your team as people like to see the people behind a business; and
    • at least one photo of your product(s) or service(s).
  • About Us information on the history of your business (i.e. how and why it was started, etc.) and on the business owner’s personal background (hobbies, family information, credentials, etc.)
  • Easy-to-find contact information for your business. This information should show your business hours, address, phone, email address, contact form, map with directions to your business, etc.
  • Call to action to prompt customers to contact you. Consider including an offer with your call to action (e.g. Contact us now for your free estimate, report, etc.) to entice people to contact you.

Each of the above points can link to other pages of your website so that your website’s visitors can read further information on each point; such as, linking to a more detailed, find us page, about page, service or product page(s), etc.

Here’s an example of an one page web design (opens in a new window) where all the above points are contained in its own section, so people can quickly scroll down to read each section. A one page website is becoming a popular web design trend due to the popularity of touch screens. However, they are harder to optimize for local SEO (search engine optimization).

Home Page On Page Local SEO in a Nutshell

Your home page should focus on one keyword phrase that people looking for your business would likely type into a search engine to find you.

Usually, for local businesses, that keyword phrase is the main city your business serves and what your business does; such as, “Vancouver dentists”. Note the city should match the address of your business listed on your website to optimize local SEO. For example, if your business is in Richmond then your keyword phrase would be “Richmond dentists” even if it serves other cities besides Richmond.

If you serve other cities then list the other cities you serve on the home page such as “ABC business serves Vancouver, Richmond, Burnaby and Surrey.” You might also consider having a web page for each city that your business serves (see the link to the infographic below) to really optimize your local SEO.

Make sure the keyword phrase you’re using appears at least once in the header of home page and several times in the body of the home page in a natural way (i.e. not keyword stuffing) to optimize for local SEO.

Your keyword phrase should also be included in your home page’s title, description and image alt tags, the code behind your home page.

For a detailed infographic on local SEO read Duct Tape’s Marketing Article on local SEO (opens in a new window).

There you have it! The above is what makes a good home page.

What are your thoughts on this post? If you have any comments or questions, please write below. We welcome and appreciate your opinion! Free consultation is also available if you like to talk in detail about this or any other web-related subject.

Pin It on Pinterest

Share This