What should a service business homepage say?
A service business homepage should say, in the first screen, what you do, where you do it and for whom, and ask for one next step, such as a short inquiry form or a call. Below that it needs real proof, the main services each linked to their own page, and an easy way to get in touch. Anything that does not help a visitor decide whether to contact you can go.
Why the first screen matters
Jakob Nielsen of Nielsen Norman Group wrote that users often leave web pages in 10 to 20 seconds, but that pages with a clear value proposition can hold attention for much longer. A homepage has seconds to tell a visitor they are in the right place.
The first screen
- What you do, in the words customers use, not industry terms.
- Where you work: the town, the region, or "online, anywhere".
- Who it is for, if that narrows it: homeowners, small businesses, new parents.
- One button for the one action you want, with the same wording everywhere on the site.
Below the first screen
- Your main services, each with a sentence and a link to its own page.
- Proof that is real: named reviews you have permission to use, photos of actual work, how long you have been in business. Never stock photos presented as your work.
- How it works: two to four steps from first contact to the job done.
- How to reach you, and how fast you reply.
What to cut
Sliders, long welcome messages, a mission statement nobody asked for, three competing buttons, and anything that makes the page slow on a phone. If a section does not help someone decide to get in touch, it is in the way.
Sources
Related answers
Websites, upgraded or built
Most businesses do not need a new website. They need the one they have to load fast, say clearly what they do and ask the visitor to take one step.