9 Tips for Building a Strong Homepage

New visitors should understand what you offer and why they should stay within 2–3 seconds.

You don't get a second chance to make a first impression. This makes a website's homepage critically important.

Internally, we have defined a process for how a homepage should be structured to function optimally and resonate with the target audience.

We are sharing this exact process with you:

1. Main Title: What is it about?

The main title answers the question: What is this about?

• Concise, appealing, crystal clear

• Not a company name – but a value proposition

• Examples:

  • “The CRM platform: easy to set up, simple to use” (Monday),

  • “Turn Emails into Revenue” (Mailchimp),

  • “Effective against pain” (Perskindol)

👉 Tip for wording: What does it specifically offer? For whom?

2. Confirmation: “I'm in the right place”

The introductory text signals to your target audience that they are in the right place. This short text (about two sentences) answers the questions:

• Who is it for?

• What problem does it solve?

• What makes your offer unique?

Examples:

• “For small and medium-sized businesses looking for reliable hosting with personal support.”

3. Clear Call-to-Action (CTA)

What should visitors do?

• Only offer one main action

• Make the button text visible and action-oriented (e.g., “Try for free,” “Get started now,” “Book a demo”)

• Optional: a small addition below the button to build trust (e.g., “No credit card needed”)

4. Visual Clarity

Use an image or a screenshot that shows the product/offer:

• Shows how it looks or works

• As close as possible to real-world use

• No generic stock images

5. Key Selling Points & Trust Signals

What convinces undecided visitors?

• Customer testimonials or partner logos

• Number of users or customers

• Certifications, awards, reviews

• Example: “Already over 2,000 customers.”

6. USP & Benefits

What sets you apart from the competition?

• In short bullet points: 3–5 concrete benefits

• Focus on impact rather than technical features

• Examples:

  • “100% hosted in Switzerland”

  • “CO2-neutral & GDPR compliant”

  • “Set up in 5 minutes”

7. Explanation: How does it work?

If the product or service needs explanation:

• Show 3 simple steps

• Consider using animated GIFs or an explainer video

• A clear process means a lower barrier to entry

8. About Us

Show the people or the story behind the product or service:

• Brief introduction, e.g., “Since 2018, we have been helping Swiss SMEs...”

• Optional with a photo or team snapshot

• A personal touch builds trust

9. Less is More

Deliberately avoid:

• Navigation bars with many links

• Distracting external content

• Irrelevant information

👉 Goal: A clear, focused path to the desired action

Bonus Tips: Optimization & Trust

• Ensure the page loads as quickly as possible (especially on mobile devices!).

• Reduce form fields to the essentials - less is more.

• GDPR & data protection information easily accessible (Swiss nFADP vs. EU GDPR)

• Helpful: Live chat or a callback service as an additional trust-building feature