If you need a quick way to give your website an assessment, look no further. If your website doesn’t have these 12 things on the homepage, you should definitely think about getting a refresh.



  1. Headline

Within 3 seconds, a website needs to tell visitors what the site has to offer. Keep your headline clear and simple–no fluff.

  1. Sub-Headline

Your sub-headline should offer a brief description of what you do/offer. Zero in on a common pain point for your target market. Avoid jargon, and don’t just talk about yourself.

  1. Primary Calls-to-Action

The goal of your home page is to compel visitors to dig deeper into your website and move them further down the funnel. Include 2-3 calls-to-action (CTAs) above the fold that direct people to different stages of the buying cycle.

  1. Supporting Image

Most people are visual. Make sure to use an image (or even a short video) that clearly indicates what you offer. Use images that capture emotion and cause action and avoid cheesy stock photos.

  1. Benefits

It’s not only important to describe what you do, but also why it matters. Prospects want to know about the benefits of buying from you. Keep the copy lightweight and easy to read and speak the language of your customers.

  1. Social Proof

Social proof is a powerful indicator of trust. Include just a few of your best (short) quotes on the homepage, and link to case studies if applicable. Adding a name and photo gives these testimonials more credibility.

  1. Navigation

To decrease bounce rate, give your visitors a clear path into your site from the homepage. Make sure your navigation is visible at the top of each page and make it simple.

  1. Content Offer

To generate even more leads from your homepage, feature a really great content offer, such as a whitepaper, eBook, or guide.

  1. Secondary Calls-to-Action

Secondary CTAs should be included to offer additional conversion opportunities for prospects who aren’t interested in your primary objective. Secondary CTAs should be below the fold to give visitors things to click on as they scroll.

  1. Features

In addition to benefits, list some of your key features. This gives people more of an understanding of what’s provided by your products and services. Again, keep the copy light and easy to read.

  1. Resources

Most visitors to your website won’t be ready to buy. Make sure you offer a link to a resource center where they can learn more. This also helps you establish your credibility as a thought leader in your industry.

  1. Success Indicators

In addition to customer success stories, awards and recognitions can also help inspire a good first impression.


Missing any of these items? Make sure to check out basic website packages here for a brand new website or refresh of your current site!