New visitors should understand within 2–3 seconds what you offer and why they should stay.
You never get a second chance to make a first impression. That's why a website's home page is so important.
We have defined an internal process for how a home page should be structured so that it functions optimally and resonates with the target audience.
This is exactly the process we share with you:
1. Main title: What is it about?
The main title answers the question: What is this about?
Short, attractive, crystal clear
Not a company name—but a value proposition
Examples:
"The CRM platform: simple to set up, easy to use" (Monday),
"Turn Emails into Revenue" (Mailchimp),
“Strong against pain” (Perskindol)
👉 Formulation tip: What are the specific benefits? For whom?
2. Confirmation: "This is the right place for me"
The introductory text signals to the target group that they are in the right place. This short text (approx. two sentences) answers the following questions:
Who is being addressed?
What problem is being solved?
What is special about your offer?
Examples:
"For SMEs looking for reliable hosting with personal support."
3. Clear call to action (CTA)
What should visitors do?
Offer only one main promotion
Make the button visible and use active wording (e.g., "Try for free," "Get started now," "Book a demo").
Optional: small addition below the button to build trust (e.g., "No credit card required")
4. Visual clarity
Use an image or screenshot that shows the product/offer:
Shows what it looks like or how it works
As close as possible to actual use
No generic stock images
5. Arguments & Proof of Trust
What convinces undecided visitors?
Customer testimonials or partner logos
Number of users or customers
Seals of approval, awards, ratings
Example: "Already over 2,000 customers."
6. USP & Advantages
What sets you apart from the competition?
In brief bullet points: 3–5 specific advantages
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 offer requires explanation:
3 simple steps show
Use animated GIFs or explanatory videos if necessary.
Clear process = lower barrier to entry
8. About you
Show the people or the story behind the offer:
Brief introduction, e.g., "Since 2018, we have been helping Swiss SMEs..."
Optional with photo or team snapshot
Humanity builds trust
9. Less is more
Consciously refrains from:
Navigation bars with many links
Distracting external content
Irrelevant information
👉 Goal: A clear, focused path to the desired action
Bonus tips: Optimization & trust
Ensure that the page loads as quickly as possible (especially on mobile devices!).
Reduce form fields to the bare essentials—less is more.
GDPR & data protection information easy to find (Swiss nDSG vs. EU GDPR)
Helpful: Live chat or callback offer as an additional confidence booster
