What to put on a small business homepage (in order)
The sections a small business homepage needs, in the order visitors look for them, with examples of what works.
By the WeBuildYours team · October 18, 2026 · 3 min read
The short answer
A small business homepage should open with a headline that says what you do and where, a clear button to call, book, or get a quote, and proof such as reviews. Below that: your main services, why customers choose you, real photos, prices or how pricing works, your service area, and contact details. Most visitors decide in a few seconds, so the top of the page matters most.
Visitors don’t read homepages. They scan them, looking for three answers: Is this what I need? Can I trust them? How do I get in touch? Put those answers in the right order and the page does its job.
1. A headline that says what you do and where
Skip slogans like "Excellence in every detail". Say it plainly:
- "Emergency plumbing in Denver, 24/7"
- "Wood-fired pizza in Brooklyn since 2009"
- "Family dentist in Tampa, new patients welcome"
A visitor should know they’re in the right place within three seconds.
2. One main action, visible straight away
Pick the single most valuable thing a visitor can do: call, book, order, or request a quote. Make it a big, obvious button near the headline. On phones, a call button that stays on screen as people scroll is often the best-performing element on the whole page.
3. Proof, early
Put a star rating, a review count, or two short customer quotes near the top. Logos of known clients, years in business, licenses, and insurance all help. Trust comes before persuasion.
4. Your main services
List them simply with a line or two each. If one service makes most of your money, lead with it. Link to a dedicated page for each service if you have them. That also helps you show up in search for each one.
5. Why choose you
Three or four concrete reasons, not adjectives. "Upfront fixed prices before we start" beats "Great value". "Same-day appointments" beats "Fast service".
6. Real photos
Your team, your work, your space. Real photos tell visitors you exist and do good work. Stock photos of smiling models in headsets tell them nothing.
7. Prices, or how pricing works
People want a rough idea before they call. If exact prices aren’t possible, give starting prices or explain how you quote. Hiding prices completely loses the visitors who assume you’re expensive.
8. Where you work and when
Your service area or address, a map if customers visit, and your hours. This also helps Google understand where to show you.
9. Contact details, again
End with your phone number, email, a short contact form, and the main action button one more time. Someone who scrolled to the bottom is interested. Don’t make them scroll back up.
What to leave out
- Long welcome paragraphs
- Auto-playing sliders that rotate before anyone can read them
- Every award since 1998
- Pop-ups the moment the page loads
See it in practice
Every site on our work page follows this order, adjusted for the business. If your current homepage is missing some of these, our free website check will point out which.
Common questions
How long should a homepage be?
Long enough to answer what you do, why trust you, and how to contact you. For most local businesses that’s six to nine short sections. Length matters less than whether the important parts are near the top.
Should my phone number be at the top of the page?
Yes, if phone calls are how you win customers. Put it in the header and make it tappable on phones.
Do I need a slider or video at the top?
No. A single strong photo or short looping video with a clear headline usually works better than a rotating slider, which most visitors ignore.