The top of your homepage, the part people see before they scroll, is doing all the heavy lifting. You need to nail this section to get people to stay. In web design, we call this space “above the fold.” If you’re a service-based business, nailing this space can mean the difference between someone bouncing or booking.

Here’s the formula for a high-converting homepage:

A Clear Homepage Headline

Tell people exactly what you do and who you help.
Example: “Modern Bookkeeping for Busy Tradespeople.”
This isn’t the place for clever puns or vague slogans. As much as I love puns, it’s clarity over creativity—always.

A Subheadline That Builds on It

Think of this like your “how” or “why.” What makes your approach different or worth caring about?
Example: “We handle the numbers, so you can focus on growing your business.”

A Strong Call to Action

What’s the next step? Schedule a consult? Fill out a form? Download a guide? Make it obvious, make it click-worthy, and only give one option here.
“Book a Free Call” beats “Learn More” any day. Yes, I know I did both on my site but I like to bend the rules.

A Visual That Supports the Message

This could be a photo of you, a video intro, or even a clean mockup of your service in action. The key is: don’t just decorate but reinforce your message.

Simple, Strategic Navigation

Your top navigation bar shouldn’t be a junk drawer! Keep it minimal: 3–5 links max. If they want to explore, let them but don’t overwhelm right away. If you have a lot more pages, put links at the bottom of the page. This way you guide the visitor.

Common Mistakes to Avoid:

• Fluffy or confusing copy (jargon is the worst)
• A cluttered layout with too much going on
• No CTA (or too many competing ones)
• Forgetting to check how it looks on mobile

Quick Test: Show your homepage to someone unfamiliar with your business. Can they tell what you do, who you help, and what they should do next—in five seconds or less?

If not, it’s time for a tweak. Your homepage doesn’t need to be fancy—it needs to work.

If you realize you need some website updates and don’t want to DIY it, book a call with me!