Writing Content For Your Home Page

The home page is usually the main entry point to a website and should provide an overview of the site’s content. It can also provide a ‘customer journey’ to funnel the visitor into contacting you or taking some other action.

Establish who you are and what you do

At the top of the page, the part visible without scrolling (the so-called ‘above the fold’ part of the page), the home page should state who you are, what you do and how you can help the visitor.

If those questions are answered, your visitors will be much more likely to start browsing the rest of the page and the other pages on your site.

show how great you are at what you do

After establishing who you are and what you do the home page should transition to show how great you are at what you do. Some common ways to achieve this are testimonials, reviews, case studies, portfolios, a list of brands worked with, accreditations etc.

These sections can also provide links to other parts of the site where other supporting information can be provided.


Incorporate visually appealing elements such as high-quality images, videos, or graphics that resonate with your website’s theme or purpose. Visuals can enhance the overall look and feel of your home page and make it more engaging for visitors.

Possible Sections

Please see a list of possible sections below.

Hero Section

who we are what we do how can we help 3

The logo (1) provides the identity of the website, the main heading (2) clearly states what is offered and the sub-heading (3) indicates how we can help the visitor.

The Hero Image

Use a striking hero image (the hero image is the large image that sits at the top of a page as shown above) that helps grab attention and conveys the essence of your brand and resonates with your target audience.

A hero image can prove invaluable in reassuring visitors that they have landed on the appropriate website for their needs. Avoid cheesy stock photos.

Understand that the hero image will be displayed at different aspect ratios depending on the device type (desktop, table, mobile). It doesn’t have to be full screen, other options are to place a photo on one side with text next to it on desktop. On mobile the text and image display in a single column.

The Headline

The headline (2) should summarise the main purpose, offer or unique selling proposition of your website. It should give visitors a clear idea of what the site is about.

The sub heading (3) indicates the benefit of the product or service.

Opting to merge this information into a captivating hero image can reassure visitors that they are in the right place.

An Introductory Section

Underneath the hero image, write a brief and captivating introduction that expands on the headline and entices visitors to explore further. Highlight the primary benefits of your products/services.

An About Section

This section of serves as a concise introduction to the brand or individual it represents. It should provide a brief overview, starting with a clear mission or unique selling proposition. Highlight key achievements and core values, perhaps introduce the team or founder, and showcase credibility through awards or recognition. Try to establish trust, credibility, and connection with the audience, setting the stage for further exploration of the website. It can also link to the about page.

example about section sized

An example of an about section

Social Proof

If applicable, feature testimonials and reviews from satisfied customers or clients. This helps build credibility and trust, assuring visitors of the quality or value they can expect from your services or products.

Core Features or Services

Provide a concise list or overview of the core features, services, or products your website offers. This helps visitors quickly understand what sets you apart and what they can find on your site.

Provide a Call To Action (CTA)

Finally, now that you’ve shown what you can do, a call to action (CTA) should follow.

Include a prominent and action-oriented CTA that directs visitors to take the desired next step. It could be signing up for a newsletter, exploring products, an invitation to get in touch or starting a free trial of your product(s)/service(s). Make the CTA visually appealing and clearly communicate the benefit of taking that action.

Brief Overview of Other Key Pages

Provide a concise summary or links to other important pages on your website, such as the about us/company page, product/service pages, blog/news page, or contact page. This allows visitors to easily navigate to those sections for more information.


Overall, remember to keep your home page concise and focused, conveying the most essential information without overwhelming visitors. Use a clear and conversational tone, and consider your target audience’s needs and preferences when crafting the content. Regularly review and update your home page to ensure it reflects any changes in your offerings or business.