How to design a website homepage: structure and blocks

A website homepage is the start page at the root of your domain. Within seconds it explains what the company offers, for whom and how to get in touch, then leads the visitor to the right section.

What is a website homepage?

The homepage is the page that opens at the domain address without any extra path, such as mmix.ua. People reach it by searching for the company name, from a business card, brand ads or a Google Maps profile. Its job is to orient visitors and send them where they can solve their task: a service page, the catalogue, the enquiry form.

The homepage does not need to say everything. Details live on inner pages.

What should a homepage include?

The set of blocks depends on the type of site, but the core is almost always the same:

• Header: logo, menu, phone or messenger, language switcher.
• First screen: a headline that plainly says what you do and for whom, a subheading with your main advantage, and a call-to-action button.
• Services or categories: short cards linking to separate pages.
• Proof: case studies, client logos used with permission, reviews, verifiable facts.
• How we work: 4–6 steps from enquiry to result, with timelines.
• Answers to frequent questions.
• Enquiry form and contacts.
• Footer: navigation, company details, legal pages.

Which homepage structure works?

A proven block order for a service business:

1. First screen with the offer and a button.
2. Services with links to their pages.
3. Case studies or portfolio.
4. Work stages and timelines.
5. Reviews and company facts.
6. FAQ.
7. Enquiry form.

An online store uses a different order: search and categories at the top, then best sellers, promotions, delivery and payment terms. On a landing page, the homepage is the only page, built around a single offer.

How do you design the first screen?

Everyone sees the first screen. Write the headline in the client's words: "Business websites in 10 business days" is clearer than "Innovative digital solutions". Use one main button and a messenger as the second. The photo or illustration should show the product, the team or the result. Abstract stock images add no trust.

What mistakes stop a homepage from bringing enquiries?

• A slider with 5 banners: almost nobody sees the second one.
• Vague phrases such as "quality, fast, reliable".
• No hint of what drives the price and no timelines.
• The enquiry button only at the very bottom.
• A heavy background video that makes the page slow on phones.
• All services described only on the homepage, without their own pages.

How does the homepage affect SEO?

The homepage usually gets the most external links, which makes it the strongest page on the site. It ranks for brand and the broadest queries, such as "marketing agency Kyiv". Each service needs its own page; otherwise the homepage tries to rank for everything at once. Link from the homepage to key services to pass authority to them. The homepage title should carry the company name and its main activity.

How do you check that the homepage works?

In GA4, see how many homepage visitors go further and how many reach the form. In Search Console, see which queries show the homepage. Microsoft Clarity provides heatmaps and session recordings, so you see where people stop and what they skip. Change one block at a time and compare the results.

If your homepage is outdated, we rebuild it as part of a website redesign while keeping URLs and rankings. For a new company, the homepage structure is planned during website development; for a single service, a landing page works, and we build one in up to 3 business days.

Frequently asked questions

What is a website homepage?

It is the start page that opens at the domain address. It explains what the company offers and leads visitors to the right section.

Which blocks are essential on a homepage?

A first screen with an offer and a button, services or categories, proof (case studies, reviews), contacts with an enquiry form, and a footer with company details.

Does a homepage need a slider?

Usually not. Visitors rarely click through carousels, and they slow the page down. One strong first screen works better.

How much text should a homepage have?

Enough to explain the essentials and lead to the sections, usually 300–800 words. Details belong on service pages.

Should the homepage rank for every service?

No. The homepage targets brand and broad queries; each service ranks with its own page.

Sources

• Google Search Central: SEO Starter Guide
• Google Search Central: influencing your title links
• Microsoft Clarity