High-converting Homepage Structure and Content Guide

by | Feb 14, 2022 | Websites

Having a high-converting homepage structure and content will make or break your website.

In this post, we’re going to show you how to improve your homepage so it’s a high-converting, engaging, client-focused, sales machine.

Your homepage is your digital first impression and it counts! Most people will leave your website within the first 15 seconds. If you want them to stay and get to know you, you need to grab their attention as quickly as possible.

Stand out design, headings so visitors can scan your text easily, enough white space and content optimisation, these are all important but they didn’t make my top four. Of course, there are a lot of things we can do to create engaging homepages but in this hectic world of online business, what are the most important things to get right on your website homepage?

The Four Key Elements to a High-Converting Homepage

These things need to be on your homepage to show potential clients you’re the one they NEED to work with.

Say what you do, who for and the benefits

This is the statement that should jump out at your ideal clients as soon as they land on your website. Make sure they know they’re in exactly the right place and what you offer is going to change everything for them!

This statement is known as your Unique Value Proposition and it goes something like this:

‘I/we do (this) for (these people) so they can (the amazing way their life or business will change).’

For example. I’m a web designer for online businesses, coaches and wedding pros ready to connect with their perfect people.

High-converting homepages focus on benefits first, then features

Be sure you’re explaining how you improve peoples lives, these are the benefits! People generally don’t think about buying your products or services until you’ve clearly defined what THEY think their problem is and what life will look like once you’ve fixed it for them. Paint a picture of what their life or business can be like if they buy into your offer. People invest in ideas, not hours or x number of graphics. What you’re selling is not the thing you do, it’s more time, less stress, confidence, pride or higher sales.

What your product or service is, or what your package includes is relevant info but won’t make the sale so put this further down the page or on a subpage.

Include CALLS TO ACTION and make them stand out!

The best homepages have a call to action (CTA) above the fold so it’s visible before scrolling. This could be a sign up for your amazing new freebie, a link to your services or product pages or a link to your scheduler for discovery calls. Decide on your most important action and make that the focus of your page. Add CTAs throughout your page and at the bottom of the page so your visitors aren’t left stranded after you’ve convinced them how great your offer is!

A homepage may also be directional and therefore include CTAs that lead visitors to products, categories or subpages about your most important offerings so make sure your main call to action stands out against these; too many options make it hard for people to engage.

High-converting homepages include social proof

Testimonials, client logos, PR mentions and affiliations all contribute to trust and demonstrating your expertise. Having these on your homepage increases credibility and can remove doubts for potential clients.

Have you been featured in a relevant publication? Won an award? Add the badge to your homepage. Got amazing feedback from a recent project? Add the review to your homepage. Worked with amazing brands who love your work, reach out to them and ask if you can add their logo to your homepage.

High-converting homepage structure and content template

We know that creating your website content can be tough, you need a helping hand and we’re here to guide you so you can get unstuck! Below is our favourite high-converting homepage structure complete with prompts so you know exactly what to write where. Viewing on a mobile device? Take a look at the homepage content structure with prompts here.


high-converting homepage content and structure

Thanks for reading and we hope this post will help you create better homepages that engage your perfect people! Interested in working together? Find out about our Website Design Experiences and One Day Website packages and then just get in touch to chat with us about your project



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