Your homepage has five seconds to say you are in the right place and point people to the next step. Use these moves to make it warmer, clearer, and more persuasive.
1) Lead with a plain-English promise
State who you help and what outcome you create: Websites and hosting for small UK teams. Follow with a subheading that removes fear: Fast build, plain-English support, no agency fuss.
2) Use a human visual
Show real people, your workspace, or your product in context. Avoid generic stock. One strong image beats a sliding carousel.
3) One primary action
Pick one CTABook a call, Get a quote, or Start a project. Put it in the hero and repeat it lower down. Secondary links can live in the nav or body copy.
4) Trim the navigation
Keep 46 links max. If you have extras, group them under Resources. Clear nav reduces bounce and makes the CTA easier to find.
5) Reassure fast
Add quick proof near the hero: uptime, response time, years running, client logos, or a short testimonial. Visitors should see evidence without scrolling far.
6) Write for skimmers
Use short paragraphs, bold lead-ins, and bullet points. Body text should be at least 16px with ~1.6 line-height and line lengths around 6080 characters.
7) Let it breathe
Use generous padding between sections. A calm layout makes the page feel premium and keeps attention on the main action.
8) Keep it light and fast
Compress hero images, set width/height to prevent layout shift, and lazy-load images below the fold. Faster first paint feels friendlier.
Common pitfalls to avoid
- Vague headline like Innovative solutions. Be specific about the service and audience.
- Multiple competing buttons. Choose one primary action.
- Heavy sliders or autoplay video in the hero that slow the page.
- Over-formal tone. Warm, direct language converts better.
Quick audit checklist
- Hero answers who/what/for whom in one sentence
- Single primary CTA above the fold and repeated once
- Real imagery plus 23 trust signals near the top
- Nav trimmed; body text 16px or larger; readable line length
- Hero image compressed; below-the-fold images lazy-loaded