Overthinking Your Website Homepage? Here’s Exactly What to Put on It
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You've been staring at that blank homepage for way too long now.
One minute you're thinking, "Maybe I should showcase my portfolio front and center?" The next you're wondering, "Wait, should I talk about myself first? Or my services?"
And then there's that voice in your head whispering, "Does any of this even matter if I don't have the perfect hero image?"
I get it. Building a homepage that actually converts visitors into clients is HARD when you're just guessing what should go where.
But I want you to know this – your homepage doesn't have to be a creative masterpiece born from divine inspiration. It's actually more like a recipe with specific ingredients that work together to create something delicious for your visitors.
So today, I'm giving you a formula of exactly what goes on your homepage, in what order, and why… an actual blueprint you can implement right away.
The Perfect Homepage Formula: 9 Essential Sections
1. Hero Section: Make a Strong First Impression
Your hero section is digital real estate gold – it's the first thing people see when they land on your site, and you've got about 3 seconds to tell them they're in the right place.
Here's exactly what belongs in your hero section:
Headline: Keep it clear, specific, and benefit-focused. The best formula: Problem → Solution → Benefit.
Subheadline: Expand on your headline with a bit more detail about how you help.
Primary CTA button: Make it action-oriented and benefit-focused. "Get Started" is fine, but "Get My Custom Website Plan" is better.
💡 For example, instead of a vague "Welcome to my coaching website," try something like: "Strategic Leadership Coaching That Helps Women Executives Break Glass Ceilings — Without Sacrificing Work-Life Balance" followed by "I help ambitious leaders transform their management approach into confidence-building leadership skills they can leverage for C-suite advancement."
Don't forget the all-important call-to-action button in your hero section! This is your 'click here to make magic happen' button that guides visitors to the next step. Skip the boring 'Learn More' and go with something that actually tells them what's going to happen, like 'Book Your Free Strategy Call'. Your primary CTA should connect directly to your best offering or most valuable next step.
And please, for the love of conversion rates, avoid the ultimate homepage killer: being so clever or abstract that people have no idea what you actually do. Clarity trumps creativity every single time.
2. Tagline: Your Business in a Nutshell
Think of your tagline as your business handshake – quick, memorable, and setting the tone for everything that follows.
Here's a foolproof tagline formula: What I do + How I'm different + Who I serve + Location (if applicable).
💡 For example: "Professional virtual assistant for busy entrepreneurs who want to scale their business without drowning in admin tasks."
You can place this either in your header (near your logo) or within your hero section. Just make sure it's instantly visible and doesn't leave visitors wondering what planet they've landed on.
3. Intro/Mini About Section: Build Connection Quickly
This is NOT your life story (save some of that for your About page). This is your "why we should be friends" pitch.
Structure your mini about section like this:
Acknowledge the problem your visitors are facing
Drop in your relevant credentials (why should they trust you?)
Explain your unique approach
Keep it under 150 words. Yes, really! People are scanning, not settling in with a cup of tea to read your memoir.
💡 Add just enough personality to sound human, but focus on how you understand your visitor's challenges. So for a jeweler, something like: "After crafting custom pieces for over 50 couples and milestone celebrations, I've seen firsthand how the right piece of jewelry can become a cherished heirloom that tells your unique story for generations."
4. Lead Magnet/Opt-In Offer: Start Building Your List
If someone isn't ready to hire you today (and most aren't), you need a way to keep the conversation going. Enter: your irresistible freebie.
Your opt-in section needs:
A headline that focuses on a specific problem you solve
A brief description of what they'll get (and how it helps)
A simple form (just name and email, please)
A button with clear action text
Place this after your intro but before you dive into services – it's the perfect spot to catch people who are interested but not ready to scroll through everything.
The best lead magnets are quick wins – something they can implement in under 30 minutes that gives them a taste of what working with you would be like. Think: templates, checklists, or quick video tutorials.
Read more:6 Irresistible Lead Magnet Ideas to Grow Your Email List (With Examples)
How to Grow Your Email List and Sell More
The Savvy Entrepreneur's Guide to Creating a Sales Funnel That Actually Converts
5. Services or Product Overview: Show What You Offer
Now it's time to actually tell people what they can pay you for.
For each service, include:
A clear title (no clever names that obscure what it actually is)
2-3 sentences about what the service includes
1-2 sentences about who it's ideal for
The primary benefit or outcome
A clear call-to-action button
Don't overwhelm with options – feature your 3-4 core offerings at most. If you have more, group them logically or feature your signature service and add a "View All Services" button.
Visual separation matters here. Use cards, columns, or icons to make each service visually distinct. Your visitors are still scanning, not reading every word.
Each of your services needs its own CTA button. Seriously! Don't make your visitors play detective to figure out how to work with you. Give each service its own clear next step, whether that's 'View Full Package Details,' 'See My Client Process,' or 'Check My Availability.' The easier you make it for people to take action, the more likely they actually will.
6. Social Proof and Client Logos: Build Trust Quickly
Nothing sells your services better than happy clients doing it for you.
Include for social proof:
1-2 focused testimonials (with real photos and names)
Client logos if you have recognizable ones
Results or statistics if you have them
Just starting out? It's okay to use feedback from colleagues, testimonials from related experience, or case studies from beta clients.
💡Avoid the generic "Jane is so nice to work with" testimonials. Instead, focus on getting specific outcomes from your happy clients: "Within two weeks of launching my new website, I booked three new clients and finally felt confident sharing my business online."
7. Portfolio/Featured Work: Show, Don't Just Tell
Your work speaks volumes. Show it off strategically.
Include in your portfolio on your homepage:
3-6 examples of your best work that represent your ideal projects
Brief context about the problem each client faced
How your solution helped them
The results (quantifiable if possible)
If you're service-based without visual deliverables, use case studies or process photos instead. Coach? Show a client journey. Consultant? Share transformation snapshots.
The key is selecting projects that attract MORE of what you want to do, not just showing everything you've ever done.
8. Problem/Solution Section: Address Key Challenges
This section bridges the gap between your visitors' pain points and your solutions - showing that you truly understand what they're struggling with.
You know those roadblocks your ideal clients mention again and again? This is where you address them head-on and position your services as the natural solution.
Structure it in a way that's super scannable:
A clean two-column layout with challenges on one side and your solutions on the other
"How we solve X" statements that address common issues
Short scenarios that feel like you're reading their minds
💡For example, a yoga teacher might include: "Feeling constantly stressed and disconnected from your body despite trying meditation apps? Our personalized yoga sessions combine movement, breath, and mindfulness techniques tailored to your specific stress patterns and body needs"
Focus on 3-4 primary challenges that your ideal clients consistently struggle with. Don't try to be everything to everyone – highlight those core issues that resonate most deeply with your audience.
This section works like magic because it shows you understand what's keeping them up at night. When someone feels truly seen, they're way more likely to trust that you can actually help them solve their problems.
9. Footer: Don't Waste This Space
Your footer isn't just the end – it's a safety net for people who've scrolled all the way down and still haven't found what they need.
You want to make sure to include in the footer:
Contact information (email at minimum)
Social links (only platforms you're actually active on)
A final CTA (make it different from your primary CTA)
Links to essential pages (About, Services, Portfolio, etc.)
Required legal pages (Privacy Policy, Terms & Conditions)
Think of your footer as the friendly store clerk asking "Did you find everything you were looking for?" after someone has browsed your whole site.
Read more:
Tech Considerations
SEO Best Practices
Include your primary keyword in your H1 headline, meta title, and naturally throughout your copy
Write a meta description that actually makes someone want to click (not just keyword stuffing)
Compress images before uploading to keep page speed fast
Use descriptive filenames for images (not IMG_12345.jpg)
Your homepage should target your main business keyword, not every keyword under the sun. Save those for your service pages and blog posts.
Read more:SEO Master: Quick-Start SEO Guide For Squarespace Users
Get Found on Google With These Proven SEO Tips
Five Quick & Easy Squarespace SEO Tips
Ultimate Free Squarespace SEO Checklist
How to Optimize Images in Squarespace
Accessibility Isn't Optional
Ensure text has sufficient contrast against backgrounds (use a checker!)
Keep body text at least 16px
Make sure all buttons and links are obviously clickable
Include alt text for all images
Test your site with keyboard navigation
Making your site accessible isn't just kind – it's smart business that expands your potential client base.
Read more:Keyboard Navigation: Making Your Squarespace Site Accessible for All
Accessible Squarespace Color Palettes: 5 Custom Combinations for WCAG Compliance
Color Theory How-To: Your Color Theory Guide to Website Design
Mobile Experience Matters
More than half of your visitors are probably on phones. Make sure your mobile experience doesn't feel like an afterthought.
Prioritize essential information at the top
Ensure buttons are large enough to tap (minimum 44x44 pixels) and far enough away from each other to give space
Test your forms on mobile before launching
Check that font sizes remain readable on small screens
Common Homepage Mistakes to Avoid
Information overload: If everything is important, nothing is. Be ruthless about what deserves homepage space.
Unclear navigation: Don't get creative with menu labels. "Services" works better than "What I Do" for usability.
Weak calls to action: "Learn More" buttons are the equivalent of saying "um" in a presentation. Be specific about the next step.
Generic copy: If you could swap your business name with a competitor and the copy would still work, it's too generic.
No visual hierarchy: Use size, color, and spacing to guide visitors' eyes to what matters most.
Final Recommendations
Aim for 500-800 words total for your homepage content.
You generally need to have at least 500 words for Google to understand that you have something important to share, and to then share your site in search results.
Remember that your homepage isn't set in stone.
Launch with this structure, then use tools like Hotjar or Google Analytics to see how people actually use it. Refine based on data, not just hunches.
Your homepage is never truly "done." The best homepages evolve as your business grows and your understanding of your clients deepens.
Sprinkle Those CTAs Throughout (Don't Be Shy!)
Your homepage needs more than just one lonely call-to-action at the top. Think of CTAs like trail markers guiding your visitors exactly where you want them to go.
Your website visitors are all at different stages. Some are ready to book right now, while others are just dipping their toes in the water. Your CTAs need to speak to both groups.
Make sure you include:
A primary CTA in your hero section for those ready-to-roll visitors
A secondary CTA with your free opt-in/lead magnet for the "let me think about it" crowd
Specific CTAs for each of your services (because different offerings need different next steps)
A gentle, low-pressure repeat of the primary CTA in your footer or just above for the hardcore scrollers
The CTAs that actually get clicked are:
Action-focused (start with a verb like "Get," "Book," or "Download")
Crystal clear about what happens next
Visually distinct (buttons for important stuff, text links for the secondary paths)
Focused on the benefit, not just the action ("Get Your Custom Roadmap" beats plain old "Contact")
Every section of your homepage should guide visitors toward some kind of action. Leaving them at a dead-end with nowhere to click is basically saying "thanks for stopping by, now go find someone else to work with!" 😬
Next Steps: Put This Into Action
Map it out: Sketch your homepage sections on paper first to get a visual flow
Gather your assets: Write your copy in a doc, collect testimonials, and prepare images
Implement one section at a time: Don't try to overhaul everything at once
Need help making sure your homepage is working as hard as it should? I offer website audits to help you identify opportunities for improvement and optimize for better results.
The purpose of your homepage isn't to be perfect – it's to connect the right people to the solutions you offer in a clear, compelling way. Keep that as your North Star, and you'll build a homepage that actually works for your business.
Now stop overthinking and start building! Your future clients are waiting.
