Your homepage is more than just a welcome mat—it’s your 24/7 salesperson. And if it’s not structured the right way, you could be losing leads without even knowing it.
There’s no one-size-fits-all design, but there is a proven structure we follow at Don Smith Designs to help our clients build homepages that connect, educate, and convert. Here’s how we approach it.
Start Strong: Above-the-Fold Messaging
First impressions happen fast. Within just a few seconds, visitors decide whether they’re in the right place or should click away. That’s why the section they see first—before scrolling—needs to clearly answer two questions: What do you do, and who is it for?
A strong, benefit-driven headline and subheadline should set the tone. This is also the place for a visible call-to-action like “Schedule a Call” or “Get a Free Quote,” along with a photo, video, or visual that reinforces your core message. It doesn’t need to be flashy—just clear and intentional.
Clarify What You Do and Why It Matters
Once you’ve caught their attention, help visitors quickly understand how you can help them. Don’t just list your services—explain the value behind them. What problems do you solve? What kinds of outcomes do your clients get?
This section should be skimmable but meaningful. A brief description of your services supported by a few bullet points or icons can go a long way toward building clarity and confidence.
Show Proof You Can Deliver
Trust matters—especially with new visitors who don’t know you yet. That’s why we always recommend a section dedicated to social proof. Whether that’s client testimonials, recognizable brand logos, or a brief case study, this is your chance to show your work and reinforce credibility.
Keep it authentic. A short quote from a happy client often says more than a lengthy paragraph of self-praise.
Explain the Process or Differentiate Your Approach
Next, walk visitors through what working with you actually looks like. A simple 3- or 4-step outline of your process can make your services feel approachable and help remove hesitation.
If your process isn’t the standout, use this space to highlight what makes your business unique. Maybe it’s your niche focus, your results, or your client experience. Either way, help people understand why they should choose you.
Finish Strong with a Call-to-Action
By this point, your visitor should feel informed and engaged. Now it’s time to clearly invite action. This is where you repeat your main CTA from the top of the page—whether it’s to book a call, get a quote, or request a consultation.
If they’re not ready yet, offer a lower-commitment option like a free resource or newsletter signup. Then wrap everything up with a clean footer that includes contact info and any key links they might need.
Final Thought
The best homepages don’t try to do everything—they guide visitors with clarity and confidence. If you’re not sure your homepage is working as hard as it could be, we’d love to help you rework it into something more strategic.
Ready to create a homepage that works? Let’s talk.
