What to write on the homepage of a small business website
A homepage has seconds to say who you are, what you do and how to reach you. A simple structure for the text, and the generic phrases to avoid.
Visitors usually skim a page before they read it. Your homepage does not have to tell the whole story of the business. It has to answer a few plain questions quickly. This is the structure I suggest when a client asks what to write.
Five questions the homepage should answer
- Who are you? The business name and the place where you work.
- What do you do? One sentence, in the words your customer would use, not internal jargon.
- Who is it for? Say who your customers are: households, restaurants, small firms.
- What makes you different? One or two real differences, for example a reply within a day or work in one district only. Only what is true.
- How can I contact you? Phone, email, address or a form, visible without long scrolling.
An example structure
- At the top, a headline and a short line saying what you do, plus one main button such as “Request a quote” or “Call us”.
- Then three or four main services, each with one sentence and a link to its own page.
- How working together goes, in three steps.
- Things you can stand behind: real photos, client names with their permission, certificates you actually hold.
- At the end, contact details and opening hours or the area you cover.
What to avoid
- Generic phrases such as “we are a dynamic team of professionals offering quality solutions”. They could sit on anyone’s website, so they tell the visitor nothing.
- Superlatives you cannot prove: “the best”, “number one”.
- Text that is only about you. Start from the customer’s problem and how you help with it.
- A long introduction before the contact details, and several equal buttons competing for attention.
A quick test
Show the homepage for five seconds to someone who does not know your business and ask what you do. If they cannot say, rewrite the headline.
I do not write copy for clients, and the text is best prepared by you, because you know your field. What to bring is listed in what to prepare before a website. If you are planning a new site, see website development in Bratislava or write to me.