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