8 things every homepage needs (and 3 it doesn't)

Most visitors decide in a few seconds whether they're in the right place. Your homepage's job is to answer their questions fast and make the next step obvious. Here's what to include.

1. A headline that says what you do

Not a slogan. "Emergency plumber in Hull, 24/7" beats "Excellence in every drop". If someone only reads one line, make it this one.

2. Who it's for and where

Mention your area or your audience early. It reassures the right people and quietly filters out the wrong ones. It also helps local search.

3. One clear call to action

Call, book, buy, donate, get a quote. Pick the main one and repeat it. On mobile, a tap-to-call button is often the single most valuable thing on the page.

4. Proof

Reviews, photos of real work, accreditations, logos of people you've worked with. Proof does more selling than any adjective.

5. What you offer

A short list of services, products or programmes, each with a sentence or two. Link to more detail if you have it.

6. A human touch

A photo of you or your team and a couple of lines about why you do what you do. People buy from people.

7. Contact details that are easy to find

Phone, email, a contact form and, if relevant, your opening hours and location.

8. Something that works on a phone

Most visits happen on mobile. Check your site on your own phone before you publish.

What you can leave out

• Long welcome paragraphs. Get to the point.
• Auto-playing video or music. It annoys more people than it impresses.
• Every single detail. Your homepage is a signpost. Let other sections or pages carry the detail.