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 homepage is so important.
We have established an internal process for how a home page should be structured so that it functions as effectively as possible and resonates with our target audience.
Here’s exactly how the process works:
1. Main Title: What's it about?
The main title answers the question: What’s 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)
👉 Writing tip: What are the specific benefits? For whom?
2. Confirmation: “I’m in the right place”
The introductory text lets the target audience know that they’re in the right place. This short text (about two sentences) answers the following questions:
- Who is this intended for?
- What problem does it solve?
- What makes your offering special?
Examples:
- “For small and medium-sized businesses looking for reliable hosting with personalized support.”
3. Clear Call to Action (CTA)
What should visitors do?
- Offer only one primary action
- Make the button text clear and actionable (e.g., “Try for Free,” “Get Started Now,” “Book a Demo”)
- Optional: a short note below the button to build trust (e.g., “No credit card required”)
4. Visual Clarity
Use an image or screenshot that shows the product or offer:
- Shows what it looks like or how it works
- As close as possible to real-world use
- No generic stock photos
5. Reasons to Choose You & Trust Signals
What convinces undecided visitors?
- Customer testimonials or partner logos
- Number of users or customers
- Seals of Approval, Awards, Ratings
- Example: “Already more than 2,000 customers.”
6. USP & Benefits
What sets you apart from the competition?
- In short bullet points: 3–5 specific benefits
- Focus on impact rather than technical features
- Examples:
- “100% hosted in Switzerland”
- “Carbon-neutral & GDPR-compliant”
- “Set up in 5 minutes”
7. Explanation: How does it work?
If the offer requires further explanation:
- Show 3 simple steps
- Use animated GIFs or an explanatory video, if appropriate
- A clear process = a 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 a photo or team snapshot
- Humanity Builds Trust
9. Less Is More
Make a conscious effort to avoid:
- Navigation bars with many links
- Distracting external content
- Irrelevant Information
👉 Goal: A clear, focused path to the desired action
Bonus Tips: Optimization & Trust
- Make sure the page loads as quickly as possible (especially on mobile devices!).
- Keep form fields to a minimum—less is more.
- Make GDPR and privacy information easy to find (Swiss nDSG vs. EU GDPR)
- Helpful: Live chat or a callback option to help build trust
