What content should be on the homepage?

Your homepage is a decision screen, not a brochure. Visitors land with a job to be done (“Can you solve my problem?”), and they’ll give you seconds to prove it. Use the sections below as a blueprint you can adapt to any brand or product.

Above the fold: Clarity, not cleverness

Goal: Instantly answer “What is this? Is it for me? What next?”

• Logo + primary navigation with 5–7 top-level items max.
• Headline: one sentence that says what you do and for whom.
  Bad: “Reimagine synergy.” Good: “Accounting software for EU nonprofits.”
• Subhead: a crisp value promise (how life improves).
• Primary CTA: one action (e.g., Get a quote, Start free trial).
  Pair with a secondary CTA for lower commitment (e.g., See pricing, Watch demo).
• Hero visual: show the outcome (product in context, customers, or data). Avoid generic stock.

Litmus test: If someone saw only the hero for 5 seconds, could they explain what you do and why it matters?

Who it’s for (segmentation)

Goal: Help diverse visitors self-identify.

• Short tiles/cards for your top 3–4 audiences or use cases (e.g., For SMEs, For HR teams).
• Each card links to a tailored landing page.
• Optional “I am…” selector if you serve multiple verticals.

Core benefits (not features)

Goal: Show tangible outcomes.

• 3–5 benefit blocks with clear headings + one-liner + proof (metric, mini visual, or quote).
  Example: “Close books 60% faster” + quick product GIF.

Social proof and trust signals

Goal: Reduce perceived risk.

• Logos of recognizable customers/partners.
• Short testimonial with name, title, company, headshot if possible.
• Ratings/awards (e.g., app store stars, analyst badges).
• Compliance & security badges (ISO, SOC 2, GDPR) when relevant.
• Press mentions (tiny pull-quotes, not a wall of logos).

Key product/service snapshots

Goal: Let visitors peek before they click.

• 2–4 “feature glimpses” with screenshots or photos.
• Link each to deeper pages. Keep copy scannable: headline + one sentence + “Learn more.”

Pricing orientation (or value cues)

Goal: Set expectations without forcing commitment.

• If you have public pricing: show plan cards preview or a “from €X/mo” anchor.
• If you don’t: explain how pricing works (e.g., “per seat,” “usage-based”) and invite to Request pricing.

Proof of traction

Goal: Signal momentum and credibility.

• One strong metric: “Serving 12,000 clinics in 42 countries.”
• Case-study highlight: a single card linking to a full story.
• Light “as seen in” bar is optional if truly credible.

Support the decision with helpful paths

Goal: Offer next steps for different intent levels.

• Resources: guide, webinar, calculator, comparison page.
• Search bar if your catalog is large (ecommerce, media, docs).
• Newsletter or updates box focused on value (“Monthly tips to cut churn.”)

Footer that actually helps

Goal: Safety net + SEO + trust.

• Site map links (secondary content, policies, careers, accessibility).
• Contact options: email, phone, chat hours, physical address if applicable.
• Social links (only those you actively maintain).
• Legal: copyright, privacy, terms, cookie settings.

Content principles that make it work

• Start with outcomes. “Save time,” “increase revenue,” “stay compliant.”
• Write for skimmers. Use meaningful headings, 1–2 sentence paragraphs, and bullet lists.
• One page, one primary goal. Everything should point to that action.
• De-jargon your copy. Replace internal terms with customer language.
• Show, don’t tell. Real screenshots, data snippets, short clips beat abstract illustrations.
• Consistency. Voice, tone, and design should match your brand and audience.

Accessibility & inclusivity essentials

• Headings in logical order (H1 → H2 → H3).
• Alt text for images; don’t put text inside images.
• Minimum 4.5:1 contrast; readable font sizes.
• Buttons have descriptive labels (not just “Click here”).
• Keyboard navigable; visible focus states.
• Avoid motion that can’t be reduced.

SEO & technical basics

• Distinct title tag (≈ 50–60 chars) and meta description (≈ 150–160 chars) with your primary keyword + benefit.
• One H1 that matches search intent; supporting H2s with related terms.
• Fast load (optimize images, lazy-load, compress); mobile-first layout.
• Structured data if relevant (Organization, Product, FAQ).
• Canonical URL and clean internal links to key pages.

Variations by business type

SaaS / B2B

• Emphasize demo/trial, integrations, security, ROI proof.
• Add “How it works” mini-flow and a docs link for technical buyers.

Ecommerce

• Search bar above the fold, top categories, featured products, trust badges, returns policy teaser.
• Timely promos but don’t bury navigation.

Local services

• Service list, coverage area/map, phone number, hours, pricing cues, reviews, before/after photos.

Content/Media

• Freshness signals (“Updated October 2025”), trending topics, newsletter CTA, categories, author credibility.

A simple homepage structure you can copy

1. Hero: Headline, subhead, CTA, outcome image
2. Audience tiles: “For Marketers,” “For Sales,” “For RevOps”
3. Benefits row: 3 cards with outcomes + metrics
4. Social proof: logo strip + one testimonial
5. Feature snapshots: 3 modules linking deeper
6. Pricing peek or “How pricing works”
7. Resource strip: ebook, case study, webinar
8. Secondary CTA: “Talk to sales” or “See it in action”
9. Footer: site map, contact, legal, accessibility

Microcopy you can reuse

• Headline formula: [What it is] for [who] that [key outcome].
• Subhead: In [timeframe], you’ll [benefit]. No [common objection].
• CTA: Start free • No credit card / Get a quote • 24h response
• Social proof caption: Trusted by [X] [audience plural]
• Risk reducer: Cancel anytime • 30-day guarantee • ISO 27001

Common mistakes to avoid

• Navigation stuffed with every department’s wishlist.
• Vague claims without proof (“world-class,” “revolutionary”).
• Autoplay media with sound or heavy hero video that slows load.
• Multiple competing primary CTAs.
• Hiding contact info or pricing basics.
• Stock photos that don’t reflect your real product or people.

Quick checklist

• Clear headline + subhead say what/for whom/why
• One primary CTA visible on load
• Benefits tied to outcomes with proof
• Real social proof (logos, testimonial, metric)
• Paths for different intents (buy/learn/support)
• Search (if large catalog)
• Footer with contact + policies + accessibility
• Accessible, fast, mobile-friendly
• SEO basics (title, meta, H1, internal links)
• Analytics events on CTAs (so you can improve)

Bonus: tiny wireframe copy template

H1: Accounting software for EU nonprofits
Subhead: Close your books 60% faster without hiring more staff. Try it free for 14 days.
Primary CTA: Start free trial
Secondary CTA: Watch 2-min demo
Logos: “Trusted by SaveTheChildren, Caritas, WWF…”
Benefits (3):

• Automate grants tracking → “Cut month-end from 10 days to 4.”
• Stay compliant → “Built-in EU fund reporting templates.”
• Collaborate easily → “Unlimited seats, role-based access.”
  Feature snaps (3): Dashboard, Grants module, Audit trail
  Pricing peek: From €29/seat/month. Volume discounts.
  Resource: “Nonprofit finance toolkit (free PDF)”
  CTA (bottom): Talk to an expert
  Footer: Contact, Docs, Careers, Privacy, Accessibility