Your website’s homepage isn’t just a digital front door—it’s the welcome party, the handshake, and the elevator pitch all rolled into one. For small business owners and creative entrepreneurs, your homepage is often the first impression potential clients or customers will have of your brand. So, it’s got to be doing some serious heavy lifting. A great homepage should tell visitors who you are, what you offer, who you serve, and why they should stick around—all within seconds. But don’t worry, you don’t need to be a web design wizard to make it work. You just need the right mix of clarity, creativity, and conversion-focused strategy. In this post, we’re breaking down the 10 must-have elements for a homepage that not only looks amazing but works hard behind the scenes to drive results.

1. Clear, Magnetic Headline

Your homepage headline is the very first message your visitors will see—and let’s be honest, they’re going to decide within seconds whether they’re intrigued or outta there. That means your headline needs to do two things really well: grab attention and communicate your brand’s core value. This isn’t the place for cute puns or vague statements like “Welcome to my site!” Instead, get straight to the point. Who are you helping, and what transformation are you offering them?

Example: “Strategic Brand Design for Bold Female Founders”

A powerful headline like this instantly connects with your target audience and hints at the transformation they can expect. Keep it short—7 to 12 words max—and make sure it includes your main keyword or service offering.

2. A Subheadline That Seals the Deal

Once your headline hooks them, your subheadline keeps them engaged. This is your chance to add nuance to your message and speak to the deeper benefits of your offer. Think of it as your supportive best friend, backing up the bold headline with heart and substance.

Example: “Helping creative entrepreneurs elevate their online presence with standout branding and conversion-driven websites.”

Your subheadline should clarify the “how” behind your “what.” This is also a great place to include secondary keywords naturally, so search engines and real humans both get the gist of what you do.

3. Eye-Catching Call-to-Action (CTA)

Now that they know what you do, it’s time to tell them what to do next. That’s where your CTA comes in. Whether it’s “Book a Free Discovery Call,” “Shop the Collection,” or “Start Your Project,” your CTA needs to be visually prominent and action-oriented.

Avoid generic buttons like “Learn More” or “Click Here.” Instead, speak directly to the value you’re offering and make your CTAs enticing. Use contrasting colors to make buttons stand out, and don’t be afraid to repeat your CTA multiple times as they scroll. One strong CTA above the fold and a few sprinkled throughout the page is a great start.

4. Above-the-Fold Magic

“Above the fold” refers to the portion of your homepage that’s visible before someone starts scrolling. This space is premium real estate, and it needs to work double-time. Within this small section, visitors should be able to answer three key questions: Who are you? What do you offer? And what should they do next?

Use a clean layout with your headline, subheadline, a striking image or video, and a bold CTA. Don’t clutter this space with too many links or too much text. The goal is to create a focused, visually appealing entry point that encourages deeper exploration.

5. Showcase Your Signature Offer or Product

Think of your homepage like a storefront window—it should highlight your most valuable offerings. Whether that’s a best-selling digital product, a custom service package, or an upcoming workshop, it deserves a place of honor on your homepage.

Use eye-catching imagery, a compelling one-liner, and a CTA that guides them to learn more or make a purchase. Don’t list every single service here—just the one that’s most aligned with your business goals or audience needs. This not only simplifies the decision-making process but also positions you as an expert in your niche.

6. Personality-Packed Bio or Brand Snapshot

People do business with people, especially in the creative and small business world. A short, punchy bio adds warmth and trust while making your brand more relatable. It doesn’t need to be a full-blown “About” section—but a photo of you and 2–3 lines about who you are, who you help, and what you’re passionate about can go a long way.

Example: “Hi, I’m Maria—graphic designer and branding strategist helping creative entrepreneurs shine online with intentional, personality-packed visuals.”

Bonus points if you inject your voice and tone into this section. Let your audience get a feel for your style—whether that’s bold and edgy, soft and elegant, or quirky and fun.

7. Client Love: Testimonials That Build Trust

Let your happy clients do the talking! A few glowing testimonials build instant credibility and provide social proof that your services or products really deliver. Choose testimonials that focus on the transformation—not just compliments.

Example: “Before working with Maria, I was lost in a sea of generic branding. Now, my website actually feels like ME—and my client inquiries have doubled!”

Use real names and photos whenever possible, and format testimonials cleanly with quotation marks, bolded names, or even a carousel/slider layout if you have several. Place them near your offer, services, or CTA for maximum impact.

8. Brag Gracefully: Logos, Press Mentions, or Awards

If you’ve been featured in media, collaborated with well-known brands, or received awards, don’t keep it a secret! A small “As Seen In” or “Trusted By” section with client logos or publication badges can add major credibility—without sounding like a show-off.

Just make sure it’s styled in a way that blends with your overall design. Use grayscale or muted colors to keep the aesthetic cohesive. Keep it compact and optional to scroll past, but clearly visible to anyone scanning your homepage for proof of your credibility.

9. Navigation That Doesn’t Make You Think

If someone lands on your site and has to hunt around for your contact info, services, or shop—game over. Your homepage navigation should be intuitive, simple, and strategically limited to 4–6 main links.

Stick to clear, common labels like:

• Home
• About
• Services or Shop
• Portfolio or Blog
• Contact
• [CTA Button: “Book Now”]

Avoid overwhelm. Don’t bury important pages in dropdown menus, and always make your main CTA easy to find in the header, especially on mobile.

10. Mobile-Friendly Design That Shines

With more than half of web traffic coming from mobile devices, having a mobile-optimized homepage is non-negotiable. That means responsive design, touch-friendly buttons, fast load times, and layouts that adapt beautifully to smaller screens.

To check your mobile experience:

• Open your homepage on your phone and tablet
• Click every button
• Scroll all the way down
• Ask: Is everything readable? Is the layout clean? Do my CTAs still pop?

Use tools like Google’s Mobile-Friendly Test or just the preview mode in your website builder to fine-tune the mobile view.

Bonus: SEO Basics for Your Homepage

It’s not all about the visuals—your homepage needs some behind-the-scenes love, too. SEO (Search Engine Optimization) ensures that your dream clients can find you via search engines. Here’s a simple homepage SEO checklist:

✅ Use one H1 tag (your headline) with a primary keyword
✅ Include your business name and location (if relevant)
✅ Write a unique meta title and meta description
✅ Compress image files for faster loading
✅ Add alt text to all images
✅ Use internal links (to About, Shop, Blog, etc.)

By following these steps, you’re making sure your homepage not only looks good but ranks well too.

Let Your Homepage Work as Hard as You Do

You don’t need a fancy custom-coded site to have a high-performing homepage. With these 10 must-haves, your homepage can be strategic, stunning, and totally YOU—all while converting casual visitors into excited clients. Take some time this week to audit your homepage, or better yet, turn it into a checklist and tackle one section at a time.

Need help optimizing your homepage? Grab my free homepage audit checklist or book a VIP Design Day and let’s make magic together.