Most small business homepages lose conversions by either being vague or cluttered messes. Structure, focus, and other important elements should be in a homepage to communicate value quickly, giving visitors clarity in taking the next steps. So, it’s your time to turn your site into a high-converting homepage with this 10-element blueprint, and start converting your visitors into paying clients.
1. Hero Section – First Impressions Matter
Imagine yourself walking into a clothing store, and that one item on the rack caught your eye. Ask yourself, why did that product make you do a double take? It’s most likely because that item has the visual appeal you’re looking for in a piece of clothing. The same concept is the same when creating a high-converting homepage.
In other words, first impressions are everything, especially in the online realm. Google even states in a report that people judge a site’s credibility within 50 milliseconds, which is faster than a standard blink.
So, your homepage should clearly define your brand and its offerings from the get-go. Today, people often click the “back” button or close a browser tab as soon as they see a cluttered or confusing homepage. So, avoid this tragedy by following these simple techniques:
- Create a clear definition of your business while focusing on the end result your clients get.
- Include a subheadline that’s direct to the point and without fluff.
- Add a clear call-to-action button, such as “Schedule a Free Consultation.”
- Insert factual social proof (e.g., “500+ happy clients).
Additionally, leveraging a website builder like Elementor can help you create a professional, high-converting homepage without needing to write a single line of code!
2. Problem Section – Show You Understand Their Pain
Remember, a high-converting homepage should invoke empathy to understand your visitors’ pain points. As memoirist, poet, and civil rights activist Maya Angelou said in her autobiography, I Know Why the Cage Bird Sings:
“People will forget what you said but never how you made them feel.”
Taking what Maya Angelou said into account, your homepage must speak directly to your visitors, especially their struggles. Highlighting these pain points allows your site to become a helping hand to those with specific needs.
Some common pain points include:
- Feeling stuck in business growth (for SaaS companies)
- In need of task automation (for highlighting automated solutions for work efficiency)
- Unclear if an investment offers a good return on investment (ROI) (for consulting firms)
Remember to listen first to uncover specific pain points. Consider conducting surveys or use certain tools like Hotjar to analyze behavior.
Note that a high-converting website anticipates various needs. Complete this objective by following these techniques:
- Highlight solutions with bullet points
- Use relatable visuals, such as infographics
- End with reassurance
3. Solution Section – Be Their Guide
You can't be there for your target market and existing clients all the time. However, your homepage can be up and running 24/7, making it your trusted assistant to guide visitors to the right answers.
Naming your target market's struggles upfront gives you an opportunity to position your business as the appropriate solution. Become an authority in your chosen niche and highlight your expertise in that field.
Don’t forget to list the benefits customers receive when taking advantage of your offerings. With that, your homepage should include a bulleted list of your unique strengths. Some examples include the following:
- 15+ years solving [specific problem]
- Proven framework (e.g., “Our 3-step system cuts costs by 30%”)
- Client results (e.g., “Saved 500+ hours annually”)
Don't be shy to put your foot in the door when needed. Assert authority and tell potential buyers about why you're in the market instead of what you're offering. Then, include a warm, approachable photo of yourself with a short, friendly bio. Wrap up this introduction with a CTA that feels like a handshake. After all, you're not only selling something, but you're leading customers in the right way.
4. Services Section – Make It Clear What You Offer
Cut the fluff and be crystal clear when promoting your business on your website to transform it into a high-converting homepage. Remember, people don’t want to waste time, and your homepage should emanate that thought.
Aside from capturing the attention of a visitor in less than a second, your homepage must also increase their interest for more than 8.25 seconds. After all, that period has been reported to be the average attention span of a human, which is now also less than the 9-second attention span of a goldfish.
So, you must capture your target market’s attention and interest quickly, and this goal is possible by listing 3 to 5 core services that can help your business drive 80% of your revenue. For example, access Apple.com, and you’ll almost immediately see that the company offers its main products, particularly iPhones and MacBooks. In other words, the company’s homepage doesn’t dwell on distractions and draws the visitor’s attention to its flagship products.
As with the other sections of a high-converting homepage, aim to use bullet points to draw people’s attention to your offerings. Then, link these elements to a dedicated services page for visitors to acquire additional information about your business.
Remember, short, benefit-driven descriptions are essential. Don’t forget to sprinkle trust cues with your CTAs, such as “Start a Free Trial.” That way, you’re keeping your descriptions concise, friendly, and action-focused.
5. Benefits Section – Why It Matters
Think of your homepage as a first date; visitors want to know what’s in it for them. After all, features tell, but benefits sell. Many people don’t care much about the features of products and services. Instead, potential buyers often find the advantages more appealing.
For example, visit HubSpot’s website to find a brief outline of the benefits you can get, which includes “delivers ROI in no time” and “transforms customer happiness into your competitive edge.”
Note that benefits answer the subconscious question, “Why should I care?” Also, pair benefits with clear visuals for instant clarity. For example, a high-converting homepage offering apartment rentals can display photos of comfortable units for lease. Remember customers don’t buy products, but purchase better versions of themselves.
So, highlight benefits that align with your core offerings. Some examples include the following:
- Save 10+ hours a week
- Double your monthly leads
- Increase customer retention by 30%
6. Process Section – Make It Simple to Work With You
As mentioned earlier, people don’t want to waste time, especially those who are looking for specific solutions to particular concerns. Streamline how potential buyers work with you in three easy steps:
- Step 1: Schedule a consultation. Use embedded booking tools to help interested buyers schedule appointments.
- Step 2: Co-create a tailored plan for each client. Avoid duplicating blueprints to fortify the trust between your business and its clientele.
- Step 3: Celebrate results. Showcase outcomes with before-and-after case studies.
Also, don’t leave your clients alone after they purchase products or services from your business. Offer live chat for instant support and send clear progress updates to promote long-term customer relationships. Ultimately, turning the sales process into a smooth journey turns a first-time buyer into a lifelong advocate.
7. Testimonials Section – Build Trust
Testimonials on a high-converting website are like silent salespeople. Think of the feedback as free marketing that builds and fortifies trust for your potential and existing clients. Neil Patel, co-founder of Crazy Egg and Hello Bar, nails the use of testimonials as he said:
“Social proof is the new marketing currency.”
Some big-name companies leverage testimonials brilliantly on their websites. For example, Shopify has a dedicated section that highlights stories of successful brands using the platform.
Now, take note of these three must-dos for your site to become a high-converting homepage:
- Include a video testimonial if possible
- Add client quotes that mirror and reinforce your core benefits
- Use star ratings for instant credibility and quick visual impact
Nail these elements, and your homepage won't only “talk,” but it'll help convince your target market to convert.
8. Features Section – Give the Final Push
Do you feel something lacking when communicating with potential buyers? Are your visitors not converting to loyal customers? If so, your website might be lacking a Features section.
Note that a Features section can help a regular-looking website into a high-converting homepage. This area bridges the gap between your business’ promise and proof.
However, don’t make any run-of-the-mill Features section for visitors to brush off. Instead, create this area with intention. List tangible features, like “24-hour customer support” or “dedicated account manager.” Also, if possible, create a comparison chart showing how your business stacks up against competitors.
If successful, your Features section can be the cherry on top that’ll convert visitors into paying customers.
9. FAQ Section – Handle Objections
Doubts can derail conversions for a business’ homepage. Reduce the risks of this travesty from happening by adding a well-crafted section to your site or landing page.
Take inspiration from websites like HubSpot, which has a dedicated FAQ section that preemptively answers inquiries concerning various issues, such as pricing and onboarding. Answering common objections can reduce friction between your business and its potential clients.
A well-made FAQ section is also one of the important elements for a regular-looking site to become a high-converting homepage. Don’t forget to include five to six common questions potential clients may ask, such as the following:
- “Why choose you over a competitor?”
- “What’s your pricing?”
- “How quickly can you deliver results?”
- “Do you offer refunds?”
- “What if I need support?”
Providing clear and concise answers to these questions is like handing visitors a roadmap to that pleasing “yes.”
10. Final Call to Action – Close the Deal
Your visitors read through the Features and FAQs sections on your homepage, but they're still not converting. Why is that? The final step a potential buyer often goes through before becoming a loyal customer is the final CTA.
This message should be a friendly nudge, saying, “Don't miss out, and let's make this happen!” Here, you must reiterate the core benefits of your offerings, highlighting what's in it for your customers. For example, a digital marketing firm’s homepage may say something like, “Ready to grow your business? Schedule a free consultation today!”
Also, ensure that the CTA button can be seen clearly. This element’s color should have a complementary or contrasting shade as its background. If used correctly, you may see a surge in conversions with sufficient web traffic.
