Our COVID-19 Response:   Our commitment to our customers

Imagine, you spontaneously get to know a potential customer who asks you about your product or service. You now have a maximum of one and a half minutes to get this person enthusiastic about your product before the attention clearly decreases or even disinterest arises.

The situation is similar on your website, especially on your home page. This must answer the visitor’s most important questions in a structured, understandable way in order to pick them up and win them over as interested parties. Although web design service providers can help you achieve your goals, it is better to use the following tips to optimally structure your start page according to your company requirements and your target groups. As a result, you will generate more new customer inquiries in the long term.

Structure of the homepage

For visitors who come to your website for the first time and are interested in your services, similar questions come up again and again, such as:

  1. What problem is this being solved for me? What use will I have?
  2. What does this accomplish? What is the product or service?
  3. What are the properties, advantages and USPs of the product?
  4. How much does it cost me?
  5. What are the next steps? What should I do?

Visiting the website is comparable to walking through a pedestrian zone. Above the shop window you can see the logo of the shop and, if applicable, the product categories. In the shop window you will see different shoes and offers that encourage you to go to the store. There you first get an overview of where, for example, men’s shoes are and specifically where size 42 sports shoes are in the respective area. After you have informed yourself and tried on shoes, you are now interested in the price of your desired shoe at the latest.

Now imagine that an attractive customer would tell you that the shoe looks extremely good on you and that she has been enthusiastically shopping here for many years.

Aren’t you planning for “buy now”?

The seller will accompany you straight to the checkout, where you can pay without waiting and then leave the shop satisfied. Similarly, you can imagine visiting a website on a sales-promoting home page. The visitor immediately recognizes from the logo and the header area “what kind of shop this is”. Like the shop window, the title area shows top products and offers that encourage the visitor to scroll down further. There he sees categories such as women’s, men’s and children’s shoes to choose from and, even more specifically, sports shoes and sneakers for men below, perhaps even grouped according to size. Trust-building seals and customer opinions flank the entire website experience and clear instructions ultimately guide the visitor directly to the payment function or to request an offer, depending on the objective of the website. You will surely notice that every company and thus every home page or whole website is individual and should be designed accordingly. The following structure of a homepage gives you a meaningful, sales-promoting structure, which you ideally adapt individually for your company.

How do I structure the homepage of my website?

The elements positioning, product overview, advantages of the product, trust signals and calls for action should be present on a start page.

Adapt the structure and characteristics of the individual page areas to your company and your buyer personas. Each page area listed below can provide further detailed information by linking to a corresponding subpage.

1. Positioning

Main Heading (H1):

Search Engines don’t pick up your website for visitors with a “Welcome to Company XY”. As a potential customer, you can assume that. When planning your home page, you should rather be aware of the problem your product (or service) solves for the visitor and what benefits it offers. Ideally, you should answer this directly in the main heading. For the potential customer, it is not about your product or your company, but primarily about himself and his needs. Put this at the center. Emphasize the benefits that you and your product offer and become a problem solver for your website visitors.

Second or Sub-Heading (H2):

The sub-heading should make it clear what you will achieve the benefits listed in the main heading. This is usually your standout product or service. Adjectives often describe the outstanding features of your product such as tailor-made men’s suits, which in turn have product-related advantages such as being elegantly dressed and the resulting benefits, e.g., impressing people.

You will probably already notice that there are different correct combination options and that working out product features, advantages and benefits is a challenging task. Which “address combination” makes sense for your e-buyer persona? Here, it is often advisable to consult a specialized agency that has an outside view of your product and your company. In any case, be aware of your positioning and see positioning as a never-ending process, as the market is also constantly evolving.

Depending on your specific formulations, it can also make sense to display information not in the main heading, but in the sub-heading and vice versa. So just try out sensible rotations.

Related Article: Designing A Website That Best Conveys to The Audience

But how do you get visitors to take action?

Call to Actions

You should now move the interested party to an action, for example using a button, and instruct them clearly. These so-called Call to Actions (CTAs) motivate the interested parties and lead them to a specific goal on your side. To do this, you should have determined beforehand what the primary and secondary goals of your website are. The primary goal could, for example, be a direct purchase or a request for a quote, a secondary goal could be visits to the sales rooms. Another primary or secondary goal could be generating leads, i.e. contact details of potential customers who download free content such as e-books. As a result, these contacts can be won as customers. Depending on the goal, the CTAs could be defined as follows: “Request an offer”, “Visit our exhibition” or “Download the e-book now”.

2. Product overview

In the following, you should present your product and your product features in such a way that the needs of your prospective customers are addressed. The features or properties are searched for by your website visitors and should therefore be clearly visible.

For instance, imagine you are looking for a photographer to capture new photographs for your company. Now, go to a photographer’s website and see only wedding pictures on the start page. You are probably thinking by now that this photographer is not the right one for your needs. However, if you had received impressions from different categories and one of them had been “Business”, you might have felt better picked up and clicked further. Therefore, try to give an overview of the different characteristics of your offer and to group your products according to the needs of your customers.

3. Advantages of the product

Go into the benefits of your product. What makes your product particularly good? Convince your prospects to buy. You may also currently have an action that you can use to attract website visitors. Also think about what makes the product or you as a company better than the competition – in other words, what your Unique Selling Points (USPs) are.

What are your outstanding, unique features?

Make it as easy as possible for your website visitors to decide in favor of you as the provider.

4. Prices (optional)

In some cases, it can be useful to place the prices on your website. Once you have convinced the prospect of your product, that is one of the last questions they would like to have clarified. This information can be particularly useful if you have an inexpensive product or are currently on a special offer. However, if you sell a high-class, expensive product, the price can only make sense on a corresponding subpage or the advertisement can be completely omitted. The home page then primarily serves to convince people to buy your product. If the price has to be determined individually, it makes sense to direct the website visitor to a non-binding offer form.

5. Confidence signals

You probably know that from yourself: Before you order a product online, take a look at other customer opinions in order to better assess whether the provider is trustworthy and the product will keep the promised quality. Your prospects don’t proceed any differently. Let your satisfied customers talk about you in the form of reviews, case studies or testimonials so that potential customers can understand successes and build trust in you. Another way to create trust is to display the number of sales, downloads, comments or e-mail subscriptions, as well as social media statistics. It also makes sense to run a blog to show expertise. However, this should not be linked on the home page, as you want to gradually draw the attention of your website visitor to your primary and secondary goal.

6. Call to Action

CTA:  At the end of your homepage, work again with Call to Actions. Ideally, you have convinced the interested party in the progression of the start page and should therefore ask them to take action again at the end. Pursue your primary goal and put these buttons in the foreground. In addition, you can also offer your visitor a second option that pursues your secondary goal. This increases your chances of picking up the interested party as appropriate.

Contact:  If your goal is to be contacted directly, you should prominently display your various contact details at this point. Make it as easy as possible for your prospect to contact you now. Show, for example, your telephone number, e-mail and company address and combine these with a contact person picture and the associated name to create a personal reference. You will be contacted even more often.


The start page gives your prospects a first, decisive impression of your product or service and develops the visitors into prospects. Position yourself in a targeted manner and, above all, make it clear which website visitor’s problem you are solving with your product and what benefits and added value they will experience. Present your product according to the needs of your prospective customers and address the advantages of the product.

Use trust signals to create closeness and guide visitors to your defined goals using CTAs. In this way, you gradually develop anonymous visitors into interested parties ready to buy and enthusiastic new customers. It’s best to start implementing your sales-promoting home page today and proceed in a structured and targeted manner – with our free step-by-step instructions and checklist.



Let’s get started

Give direction to your branding endeavors.