What to put on a small business homepage

Explain what the business does, who and where it serves, which services people can hire, what supports its claims and how to get in touch. Give each answer an onward route: a service description, a work example or contact details. Company history and news belong on the homepage when they help that decision.

A homepage introduces several areas of work, a service page explains one of them, and a landing page focuses on a particular offer and action. The homepage therefore does not need every service description in full. Equally, visitors arriving on an internal page should understand its offer without having to return to the homepage.

Start with a table rather than a screen count. Each section needs a reader’s question and a useful answer. The next step may be following a link or continuing to read; not every section needs its own button.

This is a starting point for discussion, not six mandatory sections. A small team might combine its introduction with the working process. If the main question is the area you travel to, explain that before the brand’s history. Your customers’ questions and available materials determine the order.

A heading such as “Solutions for your comfort” does not explain whether you offer repairs, cleaning or furniture. Name the work in your customer’s language. Add the audience, service area or working format when it affects the choice. Important information should be readable text, not only lettering inside an image.

Illustrative example, not an XEVOR case study: a workshop makes kitchens and fitted wardrobes for apartments in its city. “Kitchens and fitted wardrobes made to your measurements” names the offer; a short description explains the service area, measurement visit and design approval. Include those terms only if the workshop actually provides them.

“Explore kitchens” leads to kitchens, while “Discuss your furniture” leads to an enquiry. Their prominence depends on the situation: if visitors first need to choose a service, that choice can be the primary action. Do not label a button “Calculate the cost” if it only opens general contact details.

Use the guide to writing service page copy to develop the wording. Keep the homepage introduction concise and explain detailed terms on the relevant page.

A service name should help people recognise their task. Beneath it, briefly explain the result and how it differs from the neighbouring offer. If kitchens and wardrobes need different examples and terms, give them separate links from the homepage. Minor variations that customers cannot yet choose between are easier to explain within the service.

• A visitor already knows they need a kitchen: they follow that section to the scope of work and an enquiry.
• A visitor is evaluating style and experience: they open a kitchen project and follow it to the relevant service.
• A visitor arrives through a recommendation with a clear task: they find contact details immediately, without having to read every section.

Do not send every service name to the same general form: provide the expected details first. The guide to what to include on a service page explains what visitors should find after that click. An “All services” link is useful when the full list is broader than the homepage selection.

Select examples that represent your main services. Beneath each photo, name the task and the work completed; the full description can open separately. Let the available relevant material determine the number of examples, rather than filling a grid. Do not present photographs of someone else’s results as your own portfolio.

For a new business, introduce the person doing the work, available original samples and the approval process. The guide to building trust without an extensive portfolio helps separate verified facts from promises. The homepage needs selected evidence with an explanation of what it demonstrates.

Make the working process specific too: what the customer shares, when the scope is agreed and what determines the start date. If you quote individually, explain what information you need. Do not imply a fixed price or guaranteed deadline when these still need to be agreed.

The homepage has its own subject: the business as a whole. Its page title and main heading should describe that clearly; they do not need a list of every keyword and city. Service pages answer narrower questions. Copying all their text onto the homepage to target more queries on one URL does not make the offer clearer.

Use descriptive labels and ordinary page links for internal navigation. Google’s link recommendations explain the role of crawlable links and meaningful anchor text. In the workshop example, “Made-to-measure kitchens” describes the destination more precisely than three identical “Read more” links.

A guide belongs on the homepage when it helps someone prepare to order, such as collecting details for a measurement visit. Place it beside the relevant question. You do not need the entire archive or identical links after every paragraph. Links between a service, an example and an article should continue the reader’s train of thought.

Search readiness also includes indexing, language URLs and technical checks, covered in the guide to SEO during website development. A clear structure helps people use the site, but does not guarantee rankings or a particular number of orders.

Ask someone who was not involved in preparing the site to find a specific service, check an example and enquire with a clear task. Do not point out the buttons. Record where they pause and which question remains unanswered; that gives you a reason to change the content or a link.

• The heading and short description explain what people can hire you for and who it suits.
• Service names lead to the promised details; work examples have captions and context.
• Contact is easy to find both for visitors ready to enquire and for those finishing the page.
• On a phone, the menu, long names and links remain readable and easy to tap.
• Tab reaches the links, shows a visible focus indicator and allows Enter to open them.
• A test enquiry is checked both for the on-screen message and for actual receipt by the responsible person.

If you use a form, agree its enquiry fields and status messages. The homepage does not need its own form if a clear contact link already supports the intended journey.

• One sentence about the business, audience and service area or working format.
• The main services: who they suit, how they differ and which details visitors need.
• Available examples, original photographs and verified reviews with permission to publish.
• The estimate process, important limitations and a monitored contact channel.
• A map of “customer question → homepage section → next page” and a list of missing materials.

This draft helps define the scope of business website development. You do not need to draw a finished design yourself: content and priorities matter first. Send XEVOR a description of your business and available materials so we can discuss the homepage, internal pages and the work to estimate.