Date of publication:
25 Mar. 25Checklist: What Must Be on Your Website’s Homepage
Homepage — not a showcase, but a 24/7 seller! Have you ever had this moment: you visit a site, and within three seconds you want to close the tab? Too much of everything, unclear where to click, and most importantly, it’s not clear what they actually do here. Now imagine that equally quickly potential clients are fleeing from you. It’s not about SEO, not about advertising, but about the first thing they see — the homepage.
The homepage is not just a starting point. It’s the same sales manager who doesn’t sleep, doesn’t take breaks, and works tirelessly. And if it remains silent, confuses information, or looks messy — no money will come. In this article, we will compile a clear checklist of what must be on the homepage, so it captivates, enchants, and drives clients to action. No fluff, only proven tips, cases from Amazon, Shopify, and Airbnb, statistics, and practical instructions.
How a user “reads” your site in the first 5 seconds
Imagine your site is a blind date. The user opens the homepage and decides in a matter of seconds: stay for coffee or escape to the competitor’s theme portal. That’s why the first 5 seconds are not just about design, they’re about the survival of your business in the digital world.
By the way, here is a short list of elements that are immediately read subconsciously and influence the decision to stay or leave:
- A clear headline that explains what you do.
- Visual hierarchy: accents, order of elements.
- Presence of a call-to-action button (and make sure it’s not hidden like treasure in a quest).
- Design that doesn’t distract or evoke nostalgia for 2007.
- Photos or videos that support the idea, not just “to look nice”.
This is not dogma, but the result of thousands of usability tests. People don’t read websites, they “scan” them — as if looking for familiar faces in a crowded subway. And if their eyes don’t catch on something comprehensible — attention is gone.
One of the best examples of this approach is Amazon. They realized long ago: if the user doesn’t find what they need in three clicks — you’re not selling, you’re complicating life.
Amazon Example: When UX = $ millions
If you think Amazon grew because of advertising or low prices, you’re underestimating the power of user experience. Everything you see on Amazon’s homepage is the result of hundreds of A/B tests, millions of clicks, and a very clear goal: to minimize the path to purchase.
Their UX (user experience) is a frictionless machine. When a user visits the site, they don’t need to think. They just act. Because everything is intuitive, logical, and familiar. Don’t know what to buy? Here are personalized recommendations. Searched for something yesterday? Here is your browsing history. Want to place an order quickly? Here’s the ‘Buy Now’ button, and you don’t need to re-enter your details.
The key to this is structure. Amazon focuses on the following:
- One clear message on the first screen: promotions, new arrivals, current trends.
- Minimal distractions – maximum utility.
- Content that ‘works’ instead of design: photos, ratings, quick CTAs.
- Constant personalization: each user has their ‘own’ Amazon.
Imagine your site is a supermarket. If the item a customer is looking for is hidden between bananas and socks, they will either go to another store or buy something random and be dissatisfied. Amazon has done everything so the user finds what they need in seconds, and it has become their profit.
It’s not about big budgets. It’s about focus. If Amazon can do it, there’s no reason small businesses can’t implement at least the basic principles of UX.
Unique Selling Proposition (USP) that works
Let’s be honest: phrases like “high quality at an affordable price” have long elicited nothing but a sigh. A USP is not just a pompous declaration, it’s the core of your homepage. It answers the question: “Why should I stay here and not switch to a competitor’s site?”
A strong USP is like the first punch in a boxing match. If it’s accurate and unexpected, the opponent is already less confident. In our case, the user doesn’t flee but starts to read further because they are intrigued.
To create a truly effective USP, avoid general phrases and focus on specifics. Here are some signs that you’re on the right track:
- You don’t just tell what you do — you show the benefits the client will receive.
- Your message is clear at first glance, without a need to “read more”.
- You convey uniqueness instead of repeating market clichés.
- Your words are not a slogan, but an answer to the client’s question: “Why you specifically?”
These formulations were not invented by marketers in a vacuum. They are the result of dozens of hours of audience research, feedback, and testing. And yes — it works.
So if you’re still hesitating whether a USP is needed on the first screen — it is. It’s like a handshake: either firm and confident, or weak and forgotten in five seconds.
Shopify and Grammarly Cases
The market is not a playground. Those who win are not the ones who shout the loudest, but those who first give the client what they’re looking for. And most often, it’s a clear, strong message about the benefits. Shopify and Grammarly have proven this in practice.
Let’s start with Shopify. You visit the homepage and are greeted by the slogan: “The platform commerce is built on.” No “we create websites” or “better conditions for business.” Just one phrase—and you already grasp the scale: this service is not about “creating a store,” but about building a business. Emotion? Authority. Instinct? “I want to be with those who build big things.”
And importantly, everything else on the page is subordinate to this idea. The USP is the center, and around it are the proofs: brands that operate on Shopify, numbers, examples. Your trust is formed not by the slogan, but by what stands behind it.
Now about Grammarly. Their homepage doesn’t shout “We correct mistakes.” No. It says: “Write with confidence.” Again, the focus is not on the function, but on the feeling. Everyone who writes—student, copywriter, entrepreneur—wants to be confident in their words. And Grammarly promises this from the first screen.
What do these cases have in common? They don’t explain; they convince. Through emotion, through a clear message, through logical structure.
And here’s what’s important: none of them use template formulas. Because a user doesn’t react to “high quality,” they react to a concrete promise to change their experience. If your site speaks the language of the user, then it is already working for you.
The homepage structure that leads to action
Imagine you enter a new restaurant. Nice lighting, pleasant music, but the menu is nowhere to be found, the waiter is not visible, and you are not sure if it is even a restaurant. That’s exactly how a user feels when there is no clear structure on the homepage.
Structure isn’t about “beauty”. It’s about logic. A perfectly structured main page guides the client step by step: from the first glance to the desire to act. Without logic, there is no action. Consequently, there are no sales.
So what does an effective homepage structure look like? Here are the key blocks you need if you really want results.
First Screen (Hero): Three Seconds to Captivate
You have only a few seconds to answer the person’s question: “Am I here for business, or did I just click aimlessly?”. If you don’t hit the mark immediately, the chances that they’ll read on to the “benefits” or “about us” sections fade away, like an ad on a Monday morning.
What should be on this screen:
- A strong headline that addresses a need or outcome (“Get Clients by Tomorrow”, “A CRM That Doesn’t Annoy”).
- A subtitle that slightly elaborates: for whom, what exactly, in what way it’s beneficial
- Call to action button, preferably with a promise (“Sign Up for a Demo — No Obligations”).
- Visual hook: product photo, video, screenshot, animation. The person should feel: “Oh, this is for me”.
User Problem and Your Solution
The next step is to show that you understand their “world”. Not about you — about them. Because the truth is, everyone on the site is the main protagonist of their own movie. And if you don’t help solve their problem, the script ends quickly — with the “close tab” button.
In this block:
- Describe a typical situation the client is in (in plain language, with details).
- Show that you understand the pain and know what’s happening behind the scenes.
- Give hope: we have resolved this before, we know how, and you can do it too.
The metaphor of the “mirror” works here: you describe the client so that they think — “They know me. They wrote this about me.”
Advantages: clearly, concisely, to the point
No need for dozens of “we are the best because we are cool”. The advantages should answer the question: “How are you useful to me?”. The person is looking for benefits — not a fact, not a feature, not the founder’s biography. They need to understand that you save them money, time, nerves, or help them earn more.
The following format works well:
- Icon or visual element.
- Advantage title (one sentence).
- Explanation — 1–2 lines, how it changes the client’s life/business.
3–6 such points — the golden standard. Don’t overload. The person didn’t come for instructions for an air conditioner.
Social proof: show that you are trusted
Recall the last time you booked a hotel or bought something online. You didn’t rush to click “Buy” right away, did you? First, a glance down: reviews, stars, other people’s experiences. Because that’s how we are wired. Even if your intuition says “Everything’s great” — the brain adds: “What do others say?”
Social proof is the currency of trust. And if it’s not on your homepage, you’re essentially asking the customer to take your word for it. In a time when there’s more fraud than honest landing pages — that’s a bold but failing decision.
What formats of social proof truly work? Here’s what you should use, but wisely:
- Customer reviews with photos, names, and details. No abstract “Marina, Kyiv”. People want to see real people and their experiences.
- Logos of well-known partners or clients. If strong brands already work with you — don’t hide it, show it on the first screen.
- Numbers and achievements. For example: “4,800 clients trusted us in a year” — specifics are always more persuasive than “many satisfied clients.”
- Case studies with results. How your product or service changed someone’s business or life — briefly, to the point, with results.
So, if your site is silent about the experiences of others, the user begins to doubt. And doubt is the enemy of action. Add a block with social proof, and it will be not just a decoration—it will be your ‘support group’ that says to the client, ‘Friend, we’ve already tried it—it works.’ When a person sees that you have already helped someone, they apply this experience to themselves. This is called the effect of social proof. It can be presented in different ways, but the essence is the same: ‘I see that others are already with you, so you can be trusted.’
Bonus: brand logos you have worked with also add trust. But not as a replacement for reviews, rather as a supplement.
What you offer—in detail
Okay, trust is established. Now you need to clearly explain what exactly you are offering. Not abstractly (‘we provide comprehensive solutions’), but in plain terms: what the client will receive, in what form, when, and for how much.
How to structure:
- Service/product name.
- Brief description (what it is about, what is included).
- Price or CTA button ‘Learn more’.
- If there are multiple services/products, provide a comparison, table, segmentation by needs.
It is important not to overdo it here—no need to write a ‘bible’. Just give the client a sense that they understand what they are dealing with.
‘Why us?’ or ‘What’s the catch?’
Now — a section to boast a little. But not in a cliché way (“we are market leaders”), rather through the prism of value for the client.
Tips:
- How many years in the market (and why that is important right now).
- What sets you apart from the competition.
- What approach do you offer that no one else does.
- What guarantees are there.
Important: not just “you’re great”, but “here’s why businesses like yours trust you”.
FAQ: addressing objections
Here, you are proactive. A person is already thinking “but…”. And at this very moment — we relieve doubts. This shows that you are experienced, that you know what’s going on, that you are not beginners.
Format:
- Questions — as much “from the client’s voice” as possible.
- Answers — short, specific, with examples.
For example: What if it doesn’t suit me? You will have 7 days to test the service without limits. If it doesn’t fit — just cancel. No questions asked.
Call to action — final
And here is the moment of truth. The person is “hot”, they liked everything. All that’s left to say is: “Okay, what’s next?”. The CTA should be noticeable, clear, and simple. Not “submit form”, but “get a turnkey plan”, “schedule a call”, “get an audit.”
You can create the website of your dreams: with perfect design, smart structure, and cool text. But if your call to action (CTA) is like an unremarkable note on the fridge, then the effect will be zero.
Tip: add enhancement:
- “Bonus with order.”
- “Free, risk-free.”
- “Only until Friday.”
A call to action is not just a button. It’s your personal sales manager that guides the person to a decision without being overly intrusive. Or nudges them if they’re still hesitating. The problem is that many sites write CTA like “click here,” expecting a conversion explosion.
To ensure your call to action is not ignored, it must meet several simple but critically important rules:
- It should appear when the user is ready to act. Do not rush — let them go through the path, and then offer a logical next step.
- The wording should be specific and value-driven. “Find out the price” works better than “Submit the application.” “Get a free consultation” is better than “Contact us.”
- The button should be noticeable yet not gaudy. It should “fit into the company” rather than look like early 2000s advertising.
- CTA should not be singular. One on the first screen, another after the benefits block, a third in the footer. But each should be in context.
By the way, an interesting example is HubSpot. They conducted an experiment: they replaced the “Request a Demo” button with “See it in Action”. They only changed the wording — and received 21% more clicks. The first is formal, the second is emotional and piques curiosity.
Footer — last chance
Yes, even the footer should sell. This is often where you find a form, contacts, map, or links. But don’t forget — this is another moment when someone might click a CTA. Add a microform, a final call, or a brief offer.
It should be added: the more complex your service or product, the more important it is to emphasize certain points. If you sell IT solutions — explain in layman’s terms. If you make furniture — show it in action, not just “looking nice”.
Airbnb Case
Once, their homepage was ordinary — a city photo, search, a bit of text. But after a redesign, where they brought the simple message “Rent a place anywhere in the world” to the forefront, the number of bookings increased by 23%. All thanks to one change: the right message in the right place.
Sometimes all the magic is in the first screen. This was proved by Airbnb when they seemingly just reformulated the main message on the page. In the old version of the site, everything was “like everyone else’s”: a background photo, a search form, the standard “Find a place to stay.” But the result was mediocre — people visited, there were clicks, but what was missing was the main thing: bookings.
Then the Airbnb team conducted a series of A/B tests. They did not change the layout, colors, or fonts. They reworked the headline. Instead of the neutral “Find a place to stay,” a simple yet emotional message appeared: “Live there, where others are just visiting”.
This phrase did not just inform — it evoked an emotion. It sold an experience, not a bed. And as a result — +23% in bookings in the test group. And that, mind you, amounts to millions of dollars.
This case confirms a simple thing: there is no “second chance” on the main page. If you don’t sell an emotion from the first block, don’t give a clear “oh, this is about me” — the user will not proceed further. They will leave the site.
And here the conclusion is obvious. Before designing, coming up with colors and shapes — sit down and formulate one phrase. A phrase that will resonate with your target audience. If it hits the mark — everything else will work in its favor.
Technical aspect: speed, adaptability, security
Sometimes it happens: the site is beautiful, the USP is strong, the CTA is correct, yet conversions slip through your fingers. And often the reason is not in the design, not in the content, but in banal “technicalities.” When the site loads slower than your kettle boils — the user does not wait. They leave. Without a chance for a comeback.
So, what technical aspects must be considered on the homepage:
- Loading speed. Less graphics ‘for beauty’, more optimization. Use tools like PageSpeed Insights or GTmetrix — they will show where speed is lagging.
- Adaptability. Your audience is now in their pockets — literally. If the page isn’t readable on mobile, if the button isn’t clickable the first time — the person will go to someone whose site works.
- Security. An SSL certificate is not a luxury, but a norm. Without ‘https’, the user sees a warning, and even the best offer is no longer interesting to them. Trust is like crystal: easy to break, hard to mend.
The technical base is like soundproofing in a premium car. You can’t see it, but it makes an impression. If it’s there — everything runs smoothly. If not — every detail rattles, and even the best equipment can’t save it.
Conclusions: conduct your own audit today
The homepage is not art for art’s sake. It’s a working tool. If it doesn’t lead the user to action — it leads them away. And it’s the case where it’s better to act today than regret tomorrow.
Before running to a designer or marketer, do a simple exercise: open your home page and look at it not as a business owner, but as a customer. Try to answer a few honest questions:
- Is it clear what the company does within the first 3–5 seconds?
- Is there a sense of trust and a reason to stay?
- Are there calls to action — and do you want to click them?
- Does the site load quickly and is it convenient on mobile?
- Does the page look lively, modern, and convincing?
If the answer to at least one question is “well, not really,” it’s time for changes. Because competitors aren’t sleeping. And the user, like water, seeks where it is easier, faster, and more understandable.
No one says you have to rebuild everything in one day. But sometimes it’s enough to change one button, refine a headline, or add social proof — and conversions will start to grow. And yes, this has already been tested in hundreds of cases.
So instead of “we’ll do it someday” — it’s better to “start now.” Therefore, contact the 6Weeks team, we are ready to start working on your site right now and will do everything competently. We use a modern approach and offer both template solutions and development from scratch. As a result, we create conversion-focused sites by engaging a qualified team of developers and marketers.
