What to Include on Your Homepage So Visitors Know They’re in the Right Place

You sit down to write your homepage, open a blank document and immediately forget everything you’ve ever known about your business.

How do you introduce yourself? Do your services go first? And how much information is too much?

If you’re wondering what to include on your homepage, start with what your visitors need to understand.

They’re looking for a few useful answers: what you do, whether you can help them and where to go next.

I’m Jess, the designer behind House of Toro and Toro Templates. Here are six things I’d make room for when planning a service-based business homepage.

1. A clear introduction to what you do

Your opening section should help someone understand your business without scrolling around for clues.

That usually means a headline, a short supporting sentence and a clear button.

A headline like “Thoughtfully created, beautifully delivered” might sound lovely, but it could belong to a florist, designer, caterer or furniture maker.

Give people something more specific.

For example:

Brand and website design for creative businesses ready for their next chapter.

Then use your supporting sentence to add context:

Helping you bring your ideas together with thoughtful design, clear direction and a website you’re proud to share.

You can still sound like yourself. Just make sure someone new can understand what you mean.

2. A simple overview of your offers

Once visitors know what you do, help them find the offer that suits them.

For a business with several services, this might be a short section with a heading, a brief description and a link for each offer.

For example:

• Brand design.
• Custom websites.
• Website templates.

Each description should give someone enough information to decide whether they want to learn more.

You don’t need to squeeze your whole services page into the homepage. Think of this section as a helpful introduction.

If you have one main offer, give it more room. Explain who it’s for, what it helps with and where someone can find the details.

3. Reasons to feel confident choosing you

Visitors may like your website and still need reassurance before enquiring.

Make space for evidence that supports what you’re saying, such as:

• Relevant testimonials.
• Examples of your work.
• Qualifications or experience.
• A short explanation of your process.

Choose what matters to your audience.

A photographer might show a small selection of galleries. A consultant might share a client’s experience of working together. A wellness professional might introduce their qualifications and approach.

Place that reassurance where it helps. A testimonial about your website design service makes sense near the section introducing that service.

And always use real feedback with permission. Specific, honest words are more useful than a collection of vague compliments.

4. A little introduction to the person behind the business

People often want to know who they’ll be working with.

Your homepage About section can be short. Introduce yourself, explain a little about your approach and give visitors somewhere to read more.

For example:

Hi, I’m Jess. Designer, creative business owner and the person behind Toro Templates. I create thoughtful website templates to help you get your business online with a beautiful starting point and a little less guesswork.

That’s enough to start a connection.

You don’t need your full business history here. Pick the details that help someone understand you and why you do this work.

A photo can help too, especially if working with you is a personal part of the service.

5. Helpful answers to the questions people actually ask

Think about the questions that come up before someone books or buys.

Do they need to know whether you work remotely? How the process starts? Whether your service suits their stage of business?

A short FAQ section can make those answers easy to find.

You can also weave answers into the page itself. If you work with clients across Australia, say that near your introduction. If every project begins with a call, explain it beside your enquiry button.

Choose the questions that help someone take the next step. Your homepage doesn’t need to answer everything.

6. An obvious next step

Once someone has read your page, what would you like them to do?

Enquire? View your services? Browse the shop? Book a call?

Choose a main action and make it easy to find.

Useful button labels include:

• Explore the templates.
• View the services.
• Enquire about your project.
• Book an introductory call.

“Click here” asks people to guess what happens next. A clear label gives them a little more confidence.

You can repeat the main action in relevant places, such as your opening section and near the bottom of the page. The aim is to make the next step available when someone feels ready.

What order should your homepage sections go in?

A useful starting order is:

1. Your headline, introduction and main button.
2. A short statement about who you help or what they need.
3. An overview of your offers.
4. Relevant work or testimonials.
5. A brief introduction to you.
6. Helpful FAQs and a final invitation to take the next step.

Treat this as a starting point.

A photographer may bring their portfolio higher up the page. A business with an unfamiliar service might need more explanation before introducing its offers.

Plan around the questions your visitors are likely to have.

What can you leave off your homepage?

You don’t need to include every detail about your business.

Long service descriptions, your full biography and every project you’ve ever completed can live on their own pages.

Be selective with sections that repeat the same message, too. If three different blocks all say you offer thoughtful, personalised support, consider whether one clear section could do the job.

A useful question while editing is:

Does this help someone understand, trust or take the next step with my business?

If you’re struggling to answer, the section might need a clearer purpose.

Plan the words before perfecting the design

It’s much easier to customise your website when you know what you’re trying to say.

Write a rough draft of your headline, services overview and introduction first. Gather your testimonials and choose the work you’d like to show.

Then use your template to organise that content.

You might discover you need two service sections instead of three, or that a gallery makes more sense than a large text block. Those decisions are easier when you have real content in front of you.

If you’re still choosing a design, read How to Choose a Squarespace Website Template That Feels Like Your Business.

A quick homepage check

Before you publish, open your homepage on your phone and ask:

• Is it clear what I do?
• Can someone tell whether my offers suit them?
• Have I given them a reason to feel confident?
• Is the next step easy to find?
• Is the text comfortable to read?

You can also ask someone unfamiliar with your business to take a look. Their first impressions can help you spot the details you’ve stopped noticing.

Your homepage doesn’t need to explain everything. It needs to give visitors a clear, welcoming place to begin.

FAQs

What should a small business homepage include?

Start with a clear introduction, an overview of your offers, relevant proof, a little information about your business and an obvious next step. Add FAQs where they help visitors decide whether to enquire or buy.

How long should my homepage be?

Long enough to answer the important questions without repeating yourself. A straightforward business may need a shorter page, while an unfamiliar or more involved service may need more explanation.

Do I need an About section if I already have an About page?

A short homepage introduction can help visitors connect with you before choosing to read more. Keep the fuller story on your About page.

Should I write my homepage before choosing a template?

You don’t need finished copy, but having an outline helps. Knowing your offers, key messages and main next step makes it easier to choose layouts that suit your content.

Let’s make the blank page a little less blank.

My free Homepage Formula helps you plan your homepage with copy prompts, examples and a clear starting structure. Grab it, open a fresh document and work through one section at a time.

[Get the free Homepage Formula]