What to Include on Your Homepage: It’s Not Just a Vibe
Designing your homepage is exciting—but also overwhelming. If you’ve ever wondered what to include on your homepage to actually attract and convert dream clients, you’re not alone.
You want to look put-together. You want to be clear. But mostly? You just want to make the right impression without sweating through your metaphorical blazer.
And if you’re like most of my clients, you’ve probably found yourself:
Obsessing over fonts like your business depends on it
Staring at someone else’s site wondering why theirs feels so “professional”
Googling things like “best homepage layout for service business” and spiraling into design rabbit holes
It’s easy to fall into the trap of making your homepage look “nice” without making it work.
Here’s the thing though:
Your homepage isn’t just a vibe—it’s a conversion tool.
It’s the welcome mat, the first impression, and the decision point all rolled into one. And if it doesn’t immediately tell your dream client what you do, how you can help, and what to do next… they’re probably bouncing.
So if you’re building (or rebuilding) your homepage and want to skip the guesswork, I’ve got a free resource to help you get it right from the start:
👉 Grab the Website Checklist — it walks you through every must-have, no fluff.
And if you want the TL;DR version? Keep reading—because I’m about to break down everything your homepage actually needs to help you attract, connect, and convert.
INSIDER TIP:
Not sure what features your website really needs?
Download my free Website Budget Planning Kit to avoid overpaying for unnecessary features.
What to Include on Your Homepage: Your CTA Isn’t Annoying—It’s Helpful
Wondering what to include on your homepage? Start with clarity.
Don’t leave people wondering what the heck to do next.
I see it all the time: beautifully designed websites with zero direction.
It’s like walking into a gorgeous boutique with no staff, no signs, and no idea where to check out.
Here’s the truth:
Your dream client actually wants to be told what to do next.
Not in a pushy, used-car-salesperson kind of way—but in a clear, confident, “I’ve got you” kind of way.
Primary CTA vs. Secondary CTA
Your primary CTA is the main action you want someone to take.
It should be front and center—on your hero section, repeated near the middle, and again at the bottom.
Examples:
“Book a Session”
“Apply to Work With Me”
“Schedule a Discovery Call” (like this one 👉 Contact Me)
Your secondary CTA is for the folks who aren’t quite ready yet.
Think of it as a softer step forward—an invitation to learn more or explore without commitment.
Examples:
“Browse Services”
“Read the Blog”
“Download the Free Guide” (like this one 👉 Website Checklist)
🙅♀️ What to Avoid
🚫 Vague buttons like “Learn More” (learn what, exactly?)
🚫 Dead-end CTAs that don’t actually lead to anything helpful
🚫 15 different buttons doing 15 different things—confusion = friction = click ✌️
Instead, focus on one clear action and reinforce it with confidence. You’re not being annoying—you’re being helpful.
Need help figuring out what CTA to include on your homepage?
Let’s map it out together:
👉 Book a Website Planning Call
What to Include on Your Homepage: Bring the Receipts—Social Proof That Converts
One of the most overlooked pieces when figuring out what to include on your homepage is social proof.
Listen, you can say you’re great all day long (and you should know you are).
But you know what really makes someone trust you enough to book?
Hearing it from someone who’s already worked with you.
Testimonials, screenshots, results, reviews—these aren’t just feel-good fluff.
They’re trust signals, and your homepage is the perfect place to flex them.
Why Social Proof Matters
We’re naturally wired to look for safety in numbers.
If someone else had a great experience with you, new visitors are more likely to believe they will too.
And if your offers are transformational, vulnerable, or high-ticket? Even more reason to show people what’s possible.
I’m not talking about a wall of “she’s amazing!!!” quotes, either.
I mean real stories that highlight the before/after, or what made your process valuable.
Where to Place Testimonials
Here’s what works best:
Sprinkle them throughout your homepage, not just one long block at the bottom
Include a short one above the fold to create trust right away
Drop a few near your CTA buttons (especially for service or booking actions)
Bonus points: add a photo or name to each quote for extra credibility
Real example? On this project, we included a short blurb right under the hero section—and then added a full review near the “Work With Me” button. People see the offer and the validation at the same time.
What Makes a Good Testimonial?
✅ Specific (what changed?)
✅ Personal (what was it like to work with you?)
✅ Aligned (do they sound like your ideal client?)
✨ Pro tip: If you have DMs or email screenshots that show genuine client excitement? That counts too.
If you’re unsure what kind of proof to highlight—or how to gather it without making it awkward—I’ve got a few tips coming in an upcoming blog post. Stay tuned 👀
Or, if you want to see how I weave testimonials into strategic site layouts, check out the Services Page Design Breakdown or Portfolio for inspo.
What to Include on Your Homepage: A Visual Brand That Feels Like You
You’ve probably heard the stat that people form an impression of your website in less than a second.
And unfortunately… that’s true.
So no pressure or anything 😅
But here’s the good news, here’s my no-fluff breakdown of what to include on your homepage as a service-based business owner.:
You don’t need a designer logo or a perfectly curated color palette to make a great first impression.
What you do need is a brand that looks and feels like you.
First Impressions = Visual Trust
When someone lands on your site, they’re subconsciously asking:
“Is this person legit?”
“Do they feel approachable or intimidating?”
“Can I trust them with my energy/money/brain/spirit?”
And your visuals—your images, layout, colors, and vibe—answer those questions before your copy does.
That’s why it’s so important that your homepage reflects your actual energy and the transformation you provide.
Why Photos Matter More Than Logos
I’m not saying logos don’t have their place—but here’s the truth:
✨ A clear photo of you builds trust faster than the most gorgeous monogram in the world.
✨ A well-lit image that shows your personality? That’s connection.
✨ A behind-the-scenes peek into your process or your space? That’s authenticity.
Your audience wants to see the real person behind the brand—not just a pretty mark and some pastel swatches.
Don’t believe me? According to Nielsen Norman Group, users are more likely to engage with photos of real people than stock images or decorative graphics.
Consistency = Comfort
That said, your visual design should feel cohesive. If your fonts, colors, or layout are all over the place, it’s not giving “magnetic brand”—it’s giving “I built this at 2 a.m. with a Pinterest board and vibes.”
You don’t need a million fonts or an overwhelming color scheme.
Pick 2–3 colors, 1–2 fonts, and let your personality do the rest.
Need a little help choosing a visual direction that still feels aligned with your brand? I have some tools to help inside the Free Resource Library. Grab the Website Checklist and peek through some of the visual brand exercises too.
What to Include on Your Homepage: A Peek at Your Services (Not the Whole Menu)
Your homepage isn’t your entire business in paragraph form.
And it shouldn’t be.
Yet so many service-based business owners fall into the trap of trying to explain everything all at once—packages, prices, payment plans, modalities, backstory, testimonials, vibes…
It’s a lot. And your reader? They’re already overwhelmed.
That’s why what to include on your homepage is to…
Tease the Transformation
Instead of giving your entire service guide away on the homepage, use this space to:
Introduce your core offers (just 2–3 max)
Share a short, benefit-focused summary for each
Use simple icons or visuals to make it scannable
Link to full service pages for people who want the details
Think of it as your elevator pitch, not your dissertation.
Why This Works
Most visitors are in “skim” mode. They’re looking for:
A quick overview of how you can help
A feeling of, “Omg, this is exactly what I need”
A next step they can take right now
If they land on a wall of text, they’re probably clicking out faster than you can say “SEO bounce rate.”
Keep it light. Keep it focused. Keep them curious enough to click deeper.
✨ Need inspo? My Services Page is a great example of how to break things down simply after the homepage teases the offer.
Or if you’re not even sure how to name your offers yet, grab the Free Website Checklist—it’ll help you get clarity on what goes where.
What to Include on Your Homepage: Keep It Searchable (Yes, I’m Talking SEO)
Let’s talk about what to include on your homepage in terms of SEO… you know… the unsexy stuff that actually helps dream clients find you online:
✨ SEO. (Search Engine Optimization, but let’s not make it weird.)
Now before you run for the hills, here’s the thing:
SEO isn’t about “hacking the algorithm.” It’s about using real language your clients are actually searching for.
And when it comes to your homepage?
You need just a few basics in place to make a big difference.
SEO Basics Every Homepage Should Have:
✅ Keywords that reflect your services + who you serve
(Example: “Online therapist for moms” or “Reiki in Tampa” — not just “healing energy magic” unless that’s actually being searched)
✅ A clear headline (H1) with your core offering
Your H1 should match the work you do. No vague taglines or song lyrics here.
✅ Supporting headers (H2s) that help structure your message
Think: About, Services, Testimonials, CTA sections—those subheadings help both humans and search engines understand your content.
✅ A meta description that actually says something
This is what shows up in search results. Use it to invite people in with clarity and keywords.
(I include this in every done-for-you project, btw.)
✅ Alt text for images
This isn’t just for SEO—it’s also an accessibility win. Use short, descriptive phrases that explain what the image is (and ideally mention a keyword, too).
Want a shortcut?
I put together a bunch of resources that make SEO less scary and way more strategic:
👉 Head to the Free Resource Library
Includes a Website Checklist with SEO prompts, plus tools for mapping your content in a way Google loves.
And if you’re more of a “tell me if I’m doing this right” kind of human, you can always…
👉 Book a Website Planning Call
We’ll go through your homepage together and make sure you’re not hiding from the people who need you most.
What to Include on Your Homepage Footer (Spoiler: More Than You Think)
Most people treat the footer like a junk drawer.
It’s where buttons go to die, copyright text gets forgotten, and outdated links collect dust. But your footer? It’s prime real estate—especially for visitors who scroll all the way down looking for next steps.
If someone’s reached your footer, they’re interested. Don’t make them hunt.
Let’s make sure it actually helps them take action.
Common Footer Mistakes
❌ Only showing a copyright and calling it a day
❌ Linking to 10 different social platforms you haven’t updated since 2021
❌ Burying important info like your contact or service links
❌ Forgetting mobile users (tiny, cramped footers = nope)
What to Include in a Strategic Footer
Here’s your no-fluff footer checklist:
Quick Links to your homepage, services, about, and contact pages
(Don’t make people scroll back up or play “guess the menu”)Contact Info — especially if location matters to your business
(Bonus if you include a short “Have questions? Reach out here” line with a button)Social Proof or Badges — like trust icons, features, or certifications
(Think Psychology Today badges, Reiki certifications, media mentions, etc.)Newsletter Opt-In — optional but powerful
(Keep it short + add a benefit. “Get weekly tips for building a brand that books.”)Copyright & Privacy Policy — it’s the law, babe.
If you want to see a footer that actually works, head to the bottom of my site 👇
👉 TL Design Studios
And if you’re not sure whether your footer is working hard or hardly working…
👉 Grab the Website Checklist
Or book a call and I’ll tell you straight:
👉 Let’s Chat
What to Include on Your Homepage: Give Yourself Permission to Launch Imperfectly
Here’s the part no one says out loud:
Your website doesn’t have to be perfect to work.
It doesn’t need the fanciest font, the “right” color palette, or a brand photoshoot on a mountaintop at golden hour. (Unless that’s your thing—in which case, please invite me.)
What it does need is to be clear, intentional, and easy for your dream client to take action.
And guess what?
You can build that now—and refine as you grow.
Your site isn’t a one-time project.
It’s a living, evolving tool.
The best websites I’ve built didn’t start as “perfect.”
They started with purpose.
We launched.
We learned.
We leveled up.
So if you’ve been sitting in draft mode, tweaking the same headline for the past two weeks… this is your sign to publish anyway.
Your next client isn’t waiting for perfect.
They’re waiting for you to show up.
💡 Ready to move from “almost” to live?
Here are 3 easy ways to take action today:
👉 Need strategy or feedback?
Book a Website Planning Call — we’ll walk through your homepage together and map out your next move.
👉 Need a starting point?
Grab the Free Website Checklist to see exactly what goes where (and what you can skip for now).
👉 Already built something?
E-mail me and send me your homepage—I’ll give you one piece of feedback to move you forward.
You’ve done the dreaming. Now let’s get you seen.
Imperfectly, beautifully, strategically.
– Tina
