Your homepage is your digital storefront. It’s often the first impression visitors get of your business, and as the saying goes, you don’t get a second chance to make a first impression. A well-optimised homepage can be the difference between a visitor bouncing away or sticking around to learn more about your services. When done right, it can guide users smoothly through your site, showcase your brand’s strengths, and—most importantly—convert visitors into customers.
If you're using Wix or Squarespace, you already have powerful tools to optimise your website homepage. But design alone won’t cut it; you need to strategically place content and elements that guide your visitors toward taking action. In this post, we’ll break down how to craft a homepage that captures attention, builds trust, and drives conversions—whether your goal is getting more leads, bookings, or sales.
Why a well-optimised homepage matters
Your homepage isn’t just a landing page; it’s a pivotal touchpoint that serves multiple functions. It introduces visitors to your brand, explains what you do, and directs them toward the next step. But here’s the catch—most visitors will decide within seconds whether they want to stick around. That’s why you need to lead with your best foot forward and structure your homepage to keep users engaged and curious to explore more.
An optimised homepage can:
Improve user experience: A clear, concise homepage helps visitors navigate your site easily.
Increase conversions: When your homepage has strong calls to action (CTAs), you turn visitors into customers faster.
Boost SEO: A well-structured homepage helps search engines understand your business, which can improve your rankings.
Let’s dive into the actionable steps to make your homepage work harder for you.
1. Start with a clear, compelling value proposition
Your homepage’s headline and sub-headline are prime real estate for capturing attention. This is where you communicate your business’s value in a clear and concise way. Visitors should immediately understand what you do and why they should care. Think of this as your elevator pitch.
Tip: Use the hero section (the first section users see) to feature your value proposition. For example, if you're a personal trainer, don’t just say "I offer personal training." A more compelling value proposition would be: "Get fit and feel great with personalized training plans that work with your busy schedule." Keep it simple, impactful, and specific to your audience’s needs.
2. Use eye-catching CTAs that drive action
A call to action (CTA) is a button or link that encourages visitors to take a specific action, like “Sign up,” “Book a consultation,” or “Get started.” Effective CTAs are crucial because they guide visitors toward converting—whether that’s filling out a form, making a purchase, or booking a service.
Tip: Place your primary CTA above the fold (the part of your homepage visible without scrolling). Ensure your CTA stands out by using contrasting colours and clear, action-oriented language. In Wix and Squarespace, you can easily customise buttons and link styles in the design editor. Avoid vague terms like “Learn more” and instead opt for specific actions like “Get your free consultation today” or “Start your journey now.”
3. Highlight key benefits with engaging visuals
Visitors want to know how your services or products will benefit them. Instead of just listing features, showcase the tangible outcomes your business delivers. Pair this with high-quality images or videos to create a more immersive experience.
In Wix and Squarespace, you can add image blocks or even videos that visually demonstrate what you do. For example, if you run a cleaning service, use before-and-after images of spaces you’ve transformed. If you're a consultant, include a short testimonial video. Visuals help to build emotional connections and reinforce your value.
4. Build trust with social proof and testimonials
When potential customers land on your homepage, they want to know that your business is credible and reliable. Including social proof—like testimonials, case studies, or trust badges—can significantly boost your conversion rates. This is especially true for service-based businesses where personal recommendations and positive reviews carry a lot of weight.
Tip: Feature a testimonial slider or section on your homepage. Both Wix and Squarespace have built-in options to display client testimonials attractively. Pick short, impactful quotes that highlight the specific benefits your clients gained from your services. If you’ve worked with notable clients, consider adding their logos for extra credibility.
5. Optimise your website homepage for mobile and speed
With more than half of web traffic coming from mobile devices, your homepage needs to load quickly and look great on any screen size. If your homepage is slow or clunky, you risk losing visitors before they even see your content.
Tip: Test your homepage on different devices (use real devices as well as Wix and Squarespace’s mobile preview tools). Ensure that images are optimised for fast loading by compressing them without losing quality. Avoid using heavy animations that can slow things down. You can also use tools like Google PageSpeed Insights to get recommendations on how to improve your site’s performance.
6. Keep the navigation simple
Your homepage should act as a gateway to the rest of your site, but that doesn’t mean overwhelming visitors with too many options. A clean, easy-to-navigate menu helps users find what they’re looking for without confusion.
Tip: Stick to a streamlined navigation bar with 5–6 menu items at most, and customise the menu layout to ensure it’s user-friendly. Prioritise links to essential pages like Services, About, and Contact. Drop-down menus are fine, but avoid overcomplicating the structure.
Remember, small tweaks can have big conversions
Optimising your homepage for maximum conversions doesn’t require a complete redesign. Often, it’s the small, strategic changes that make the biggest difference. By focusing on these core elements, you can turn your homepage into a powerful tool that not only engages visitors but also leads them to take action.
Remember, whether you're using Wix or Squarespace, both platforms give you the flexibility to make these updates with ease. So, take a step back, evaluate your current homepage, and start implementing these tips to see the impact on your business. Need help with anything we've covered? As always, reach out to us and we will be happy to help.
Happy optimising!