First Impressions Matter: Best Homepage Design

Table Of Contents

• What Is the Purpose of a Homepage?
• 5 Homepage Essentials Every Small Business Homepage Needs
• How to Structure Your Homepage
• How to Make an Impressive Homepage Using LOGO.com x Wix
• Turn Visitors Into Customers With a Homepage That Delivers

Your homepage is often the first thing people see when they visit your website. It needs to make an impact right away. According to Forbes, half of internet users base their opinion of a business on its website design. That’s a lot of opportunity for your homepage to deliver a positive first impression.

This guide will help you create a clear, engaging homepage that encourages visitors to explore further. Whether you’re showcasing products, offering services, or promoting your brand, a well-crafted homepage can make all the difference.

What Is the Purpose of a Homepage?

A homepage serves multiple roles.

It introduces your business, sets the tone for your brand, and helps visitors find what they’re looking for. Most importantly, it’s the core of your website and it is responsible for guiding visitors toward the next step (e.g., learning more about your offerings, making a purchase, or contacting you).

A good homepage will:

• Make a positive first impression that builds trust.
• Provide straightforward navigation to important sections of your website.
• Show off the value your business provides in a way that connects with your audience.

5 Questions Every Great Homepage Answers

When people land on your homepage, they form an opinion about your business in a matter of seconds—faster than you can say “hello.”

This is exactly why your homepage is so important. If visitors can’t quickly and easily understand who you are and how you can help them, they’ll leave your website without exploring further.

Here are the 5 questions your homepage must answer to make a lasting impression:

1. Who Are You?

People should immediately know what your business is about. This includes your business name, logo, and a short tagline or headline that summarizes your mission.

2. What Do You Do?

Your homepage needs to clearly explain your products or services. Avoid industry jargon or complicated wording; keep it simple and to the point.

3. Who Is It For?

Your ideal audience should see themselves in your messaging, so it’s important that you clearly explain who your products or services are for.

Be sure to use inclusive language that relates to your audience.

For example: “Busy professionals, wedding planners, and anyone celebrating life’s special moments.”

4. Why Should I Care?

You’ll want to highlight the value you provide and the problems you solve on your homepage. Solving potential customer’s pain points or presenting unique solutions can help them understand why your business is the perfect fit for them.

People need a reason to stick around and explore, so make sure you give them one!

5. What do I do next?

Your homepage needs to guide people to the next step, whether it’s contacting your business, making a purchase, or subscribing to a newsletter. This is where a strong call-to-action (CTA) comes in.

For example, you can use simple, direct CTAs like:

• “Shop Now”
• “Book a Free Consultation”
• “Learn More”

We’ll go over how to create the perfect CTA for your homepage a little later!

5 Homepage Essentials Every Small Business Homepage Needs

No matter your industry, these elements are a must for a successful homepage:

1. Clear Headline and Subheadline

The homepage headline sets the tone for the rest of your website. In just a few words—ideally 6-12—you can either capture your website visitor’s attention…or not.

But how can you make it stand out so potential customers stick around?

Here are a few tips:

• Remember KISS (Keep It Super Simple): A headline on your homepage should immediately tell visitors what your business offers and why it’s valuable.
• Show what makes you different: Think about what makes your business stand out and make that the focus of your headline. What can customers get from you that they can’t find anywhere else?
• Speak to your customers' needs: Focus on what they are looking for and how you can solve their problems. Use language that connects directly to their challenges or goals.
• Keep it specific: Avoid vague statements and be clear about what you’re offering, who it’s for, and what they’ll get.
• Encourage action: Use action words to inspire your visitors to take the next step.

Once you have the perfect headline for your homepage, you can combine it with a clear and descriptive subheadline.

Your subheadline should complement the headline by providing more specifics about what your business offers or how it solves a problem. It should add context, highlight benefits, and guide visitors toward taking action.

For example:

• Headline: "Custom T-Shirts Designed Your Way—Fast and Affordable"
• Subheadline: "Order in minutes with our easy-to-use design tool. No minimum quantities, and fast shipping available."

Think of your subheadline as the next step in the conversation—keeping it focused, relevant, and engaging will make all the difference.

2. Simple Navigation

Navigation is like the map for your website—it helps visitors find their way and quickly understand what your business offers. And like any map, it needs to be simple.

A straightforward, easy-to-use navigation menu helps visitors find what they’re looking for without frustration.

It may seem like a no-brainer: Why would anyone want to confuse and frustrate website visitors? Well, we don’t think people would intentionally try to make their homepage navigation complex, but sometimes, it’s easy to get so excited about a website design that you forget about its functionality.

You might think that the way your business website looks is the most important thing to focus on, but that isn’t entirely true. In fact, 94% of online users say easy navigation is the most crucial website feature.

So, here’s our professional advice:

• Limit the main menu to 6 or fewer tabs. Too many options can feel overwhelming and make it harder for visitors to decide where to go.
• Avoid fancy or confusing names like “Journal” or “Investment.” Stick to clear, simple words that everyone can understand.

Do you remember the KISS (Keep It Super Simple) principle from elementary school? This is a great reminder to keep your website navigation simple. Keeping your homepage navigation simple and clear is the way to go.

Industry-Specific Navigation Tab Ideas

Here are a few industry-specific navigation tabs you can use as inspiration:

Service-Based Businesses

Home Services

• Our Services
• Service Areas
• Scheduling
• Testimonials
• Emergency Services

Legal Services

• Practice Areas
• Attorneys
• Case Results
• Resources
• Consultations

Health and Wellness Navigation Tabs

Fitness Studio

• Classes
• Trainers
• Memberships
• Schedule
• Blog

Spa and Salon

• Services
• Packages
• Book Online
• Products
• Special Offers

Retail and E-commerce

• Boutique Clothing
• Shop by Category
• New Arrivals
• Sale
• Lookbook
• Size Guide

Food and Hospitality

• Restaurant
• Menu
• Reservations
• Events
• Catering
• Gallery

3. Brand Personality

Your homepage is a chance to show off your brand’s personality.

Are you quirky and fun or professional and sleek? Whatever your personality is, your homepage should reflect it.

Here are a few ways to make sure your homepage captures your brand personality:

Showoff Your Logo Front and Center

Your logo is often the first thing people recognize, so make sure it’s prominently placed—usually at the top left of the page.

If you’ve created a logo using LOGO.com, you can easily download and place it on your homepage.

Stick to Your Brand Colors

Your homepage needs to feel like it belongs to your brand. To do this, use your brand’s color palette consistently across backgrounds, buttons, and text.

Pro Tip: Tools like LOGO.com’s branding kit can help you keep your colors and designs consistent across all your platforms.

Keep Your Fonts on Brand

The fonts you use should match your brand’s personality.

Is your business trying to capture a sleek, modern feel? Use clean sans-serif fonts.

Want something more traditional? Go with classic serif fonts.

Just be sure to stick to one or two fonts to keep things polished, professional, and readable for all users.

Speak in Your Brand’s Voice

Your homepage should “sound” like your business, so make sure your headlines, subheadlines, and calls to action reflect your tone.

For example:

A fun, approachable brand might say: “Let’s find your new favorite look!”

A professional, service-based brand might say: “Providing trusted solutions for over 10 years.”

Choose Visuals That Match Your Brand’s Style

The photos and graphics you use should tell your brand’s story and help visitors connect with the message of your brand.

Are you a local coffee shop in a historic downtown location? You may want to feature warm and inviting photos of your shop, complete with steaming mugs of artisan-looking coffee. You might also use pictures that show off your coffee in a to-go cup near local landmarks.

If you run a tech company, you might want to showcase sleek and product-focused images.

Just be sure to think about what resonates with your audience.

4. Reviews and Ratings

People trust recommendations, and your homepage is the perfect place to share them.

Reviews provide social proof, showing potential customers that others have had positive experiences with your business. They act as endorsements from real people, making your business appear reliable and trustworthy. In fact, 85% of users trust online reviews as much as personal recommendations.

In other words, the more you highlight positive reviews from your happy customers, the more potential customers will trust your business.

For example, a simple testimonial from a real customer, “These candles are the best—I’ve bought three already!” can help new visitors feel confident about doing business with you.

5. Clear Call to Action (CTA)

Every homepage should guide visitors to the next step, which is where a call to action (CTA) is needed.

The CTA is the next step in your visitor’s journey, so you need to make it easy for them to understand what to do next. If you’re having trouble creating a CTA, ask yourself, "What do I want them to do on my website?"

Then, you can create a clear CTA centered around your goal. Whether it’s “Shop Now,” “Book a Free Consultation,” or “Sign Up for Updates,” your call to action should be clear, easy to find, and actionable.

You won’t just have one CTA on your homepage—you’ll have multiple! Just keep in mind that each CTA should guide your visitors to the same destination. You don’t want to confuse them and lose them! Place it in key areas, like the hero section or just above the footer, to make sure it grabs your visitor's attention.

How to Structure Your Homepage

A clear, well-organized homepage makes it easy for visitors to find what they need and keeps them engaged. Think of it as a roadmap that guides your audience to the most important parts of your website.

Here’s how to structure your homepage for maximum impact:

Header

A homepage header is the top section of a website. It is often the first thing visitors look for when they are ready to explore the site further.

Your header should include:

• Your logo
• Navigation menu
• Call to action (CTA)
• Contact Information
• Search Bar

Hero Section

A hero section is the large, eye-catching area at the top of a website's homepage, just below the header. It’s designed to grab attention immediately and communicate your brand's core message or value proposition.

The homepage elements within your Hero Section are:

• Headline
• Subheadline
• Call to Action (CTA)
• Hero Image

What Is a Hero Image?

A hero image is that big, beautiful visual element that dominates the top of your homepage. Its purpose is to grab the attention of your visitors as soon as they land on your website. Think of it as a visual representation of what your business offers to give visitors a quick understanding of your core message.

Supporting Sections

Supporting sections of a homepage provide additional details and context about your business, products, or services.

They build on the core message in the hero section and guide visitors toward taking action, such as making a purchase, booking a service, or learning more about your offerings.

Four typical supporting sections of a homepage are:

1. Benefit Section

This section highlights the key advantages of your products or services. You can use bullet points, icons, or brief descriptions to make the benefits clear and easy for visitors to understand.

For example: “Why Choose Us?” with points like "Affordable Prices," "Fast Delivery," and "Sustainable Practices."

2. Features Section

Your features section includes your most popular products, offers, services, or new arrivals.

Just be sure to use clear images, short descriptions, and links to product or service pages.

For example: “Our Bestsellers” with clickable product cards.

3. Testimonials, Reviews, or Social Proof

Your customer reviews support how your business can help solve potential customer’s problems. Be sure to include a mix of quotes, ratings, or even video testimonials.

For example: “What Our Customers Are Saying” with a carousel of reviews or star ratings.

4. About Us or Brand Story

To gain visitors' trust, you can't rely solely on reviews. You need to share your mission, values, and what sets your business apart.

Sharing your brand story helps create a personal connection with visitors and builds your brand identity.

For example: A photo of your team or founder with a brief overview.

Footer

A footer is the section at the very bottom of a website's homepage. It is often overlooked but incredibly important for functionality and user experience.

It acts as a final touchpoint, providing important information and links to help visitors navigate your website easily or take additional actions.

A footer typically includes:

• Contact Information: Email, phone number, and physical address (if applicable).
• Navigation Links: Links to key pages such as "About Us," "Services," "Privacy Policy," and "Terms of Use."
• Social Media Links: Icons linking to your social media profiles (e.g., Facebook, Instagram, LinkedIn).
• Legal Information: Disclaimers, copyright notices, and links to privacy policies or terms and conditions. For example: “© 2024 Your Business. All Rights Reserved.”
• Newsletter Signup: A form or link encouraging visitors to subscribe for updates, offers, or insights.
• Call to Action (CTA): This is the final prompt for visitors to take action, such as scheduling a consultation or shopping for a sale.
• Location and Hours (if relevant): This is handy for businesses with physical stores or offices. For example, “Visit Us: 123 Main Street, City, State | Open Mon-Fri, 9 AM-5 PM.”
• Certifications or Trust Badges: Logos of certifications, secure payment badges, or affiliations to build credibility.

How to Make an Impressive Homepage Using LOGO.com x Wix

LOGO.com x Wix offers pre-designed templates that make it simple to create a professional, polished homepage.

You choose a template tailored to your industry and customize it with your logo, colors, fonts, and images.

It’s a quick and easy way to make sure your homepage looks great and functions smoothly for your online visitors.

Before you begin working on your business's homepage, create a logo using our Logo Maker. Once created, your logo, brand colors, font, and contact information will seamlessly transfer to your website.

1. Log In: Sign in to your LOGO.com account and click “Launch Website.”
2. Choose a Template: Pick from hundreds of templates designed for specific industries.
3. Customize the Layout: Use Wix’s drag-and-drop editor to change the layout, colors, and fonts. For a seamless look, add your custom logo designed by LOGO.com.
4. Add Must-Have Elements: Add CTAs, visuals, testimonials, and descriptions of what you offer.
5. Optimize for SEO: Take advantage of Wix’s SEO features to improve your homepage’s search engine rankings.

Check out this blog post for a complete walkthrough of how to set up your website.

Examples of a Great Homepage

E-Commerce: Ace & Tate

Ace & Tate’s homepage strikes a perfect balance between style and functionality. The top fold features a clean split-screen layout, allowing visuals and text to share the spotlight without competing for attention.

It’s a simple yet striking design that immediately draws you in.

Service-Based: Lemonade

With its motto, “Forget everything you know about insurance,” Lemonade immediately sets a tone that stands out.

This homepage works because it captures attention, builds trust, and reflects the brand’s unique personality—all while ensuring easy navigation and a positive user experience. It’s proof that even industries like insurance can create memorable, effective homepages.

Restaurant: Market on Front

Market on Front’s homepage is a great example of how to keep things clear and organized, especially for a business that wears many hats—a restaurant, artisanal grocery store, coffee shop, and deli all rolled into one.

The site's structured header does the heavy lifting at the top of the page. It includes everything a visitor might need, like links to social media, contact details, and an easy-to-use online ordering system. Everything is right where you’d expect it, making the website simple to navigate.

Turn Visitors Into Customers With a Homepage That Delivers

A well-designed homepage with clear navigation, beautiful visuals, and great messaging will grab attention and inspire action.

When you create a homepage that resonates with visitors you’re not just showing off your business—you’re building a connection that will keep them around, explore, and become a loyal customer. Whether you’re a small business just starting out or looking to refresh your online presence, your homepage can be the difference between a bounce and a sale.

With LOGO.com and Wix, building a website has never been easier. Our drag-and-drop tools and templates make it simple to create a homepage that reflects your brand, communicates your value, and drives results.

Get started now and see how a homepage can turn visitors into customers—and customers into fans.