13 Important Elements Every Website Homepage Must Have

In the last 6 months, I’ve analysed more than 100 websites of local businesses from multiple niches including F&B, healthcare, finance, e-commerce, and more. What I found was surprising: most websites are missing some very basic, yet very powerful elements on their homepage.

Your website homepage is the digital front door of your business - the first place where visitors decide whether to explore further or leave. If someone visits and can’t quickly figure out who you are, what you do, and why they should choose you, chances are they’ll leave and never come back.

When I do website audits, there are certain things I always check for:

• Does it grab visitors’ attention immediately and make them want to stay?

• Does it clearly communicate who you are and what your business offers?

• Does it guide visitors toward taking action, like making a purchase, booking a service, or contacting you - without feeling pushy?

• Does it show why you are different from competitors and highlight your strengths?

These are the “must-haves” that make a homepage effective. In this article, I’m going to share the 13 most important elements every homepage should include. If your website is missing even a few of these, you could be losing potential customers every day.

#1 A Catchy Page Title and a Sub-heading

The first thing a visitor sees when they land on your homepage is your headline. A clear, catchy page title immediately sets the tone and communicates what your business is about. The sub-heading should go a step further by clarifying the value you provide.

For example, if you run a bakery, instead of “Welcome to ABC Bakery,” a stronger heading would be: “Freshly Baked Goodness, Delivered Daily.”

And your sub-heading might read: “Handcrafted breads, cakes, and pastries made with local ingredients for every occasion.”

This not only captures attention but also makes it clear who you serve and what you offer.

Another example is shared below where NU Media Edge helped a Licensed Insolvency Trustee in Calgary with the website redesign and development:

Before:

After:

#2 Add Multiple CTAs Across Your Website Homepage

A Call-to-Action (CTA) is any button, link, or prompt that tells a visitor what to do next. Think of it as a friendly guide gently pointing the way - whether it’s to buy a product, book a service, sign up for a newsletter, or download a guide. Without clear CTAs, your visitors might enjoy browsing your site, but they won’t take the steps that turn them into customers.

One common mistake I see is websites that have just one CTA at the top of the page. The problem with this approach is that not every visitor is ready to act immediately. Some people need time to scroll, explore your services, read about your team, or see proof that your business can deliver what they’re looking for. If there’s only one CTA at the top, many visitors may leave without engaging.

That’s why I always recommend spreading multiple CTAs across the homepage. Each CTA should appear at a logical point where a visitor might be ready to take action:

• After the hero section or main headline, to catch people who are ready right away.

• Following your USP (Unique Selling Proposition), for visitors who now understand why your business is different.

• After testimonials or social proof, when trust has been built.

• Near featured products or services, for visitors interested in specific offerings.

• At the bottom of the page, for those who scroll through everything before deciding.

The key is to make your CTAs clear, actionable, and visually distinct. Use action-oriented words like “Get Started,” “Book Your Free Consultation,” or “Shop Now.” Make sure the buttons stand out from the rest of the content, so visitors know exactly where to click.

A well-placed CTA doesn’t just encourage action, it guides the visitor naturally through your homepage, helping them take steps that are good for both them and your business. In my experience, websites with strategically placed CTAs see much higher engagement and conversions than those with just one or two buttons tucked away.

#3 A Message or a Note from the Business Owner

People connect with people, not faceless brands. That’s why a personal message or note from the business owner can make a huge difference on a homepage. It’s more than just a “welcome” message, it’s an opportunity to share your story, values, and passion with visitors, helping them feel a human connection with your business.

👉 If you’re interested in learning more about how to build emotional connections through storytelling in business, click on the link provided here.

When I review websites, I often notice that businesses with a personal note feel more approachable and trustworthy. Even a short paragraph can make visitors pause, read, and connect emotionally with the brand.

Here’s why this section matters:

• Builds trust: Visitors feel reassured when they see there’s a real person behind the business who genuinely cares about their needs.

• Adds authenticity: Sharing your story - why you started the business, your mission, or what inspires you - makes your brand memorable.

• Creates relatability: A message in your own voice allows visitors to connect with your values, challenges, or vision.

• Humanizes the brand: It shows that your business isn’t just a company - it’s a person or team dedicated to serving customers.

For example, a business owner might write something like:

"Hi, I’m Alex. I started this cafe because I wanted to create a space where people could enjoy great coffee and feel at home. Every cup we serve is made with care, using beans sourced from local farmers."

Notice how this example does three important things: it introduces the owner, shares the motivation behind the business, and subtly highlights the quality of the product. That combination builds trust and leaves a positive impression on visitors.

When adding a personal note, keep it authentic and concise. A few sentences are usually enough. You can even include a small photo of yourself or your team to make the connection even stronger.

In short, a message from the business owner doesn’t just fill space - it helps visitors feel welcome, understood, and confident in choosing your business.

#4 Your Unique Selling Proposition (USP)

Your homepage must clearly answer: “Why should I choose you over your competitors?” This is where your USP comes in.

It could be your pricing, your speed of delivery, your specialization, or even your approach to customer service. But whatever it is, it needs to be highlighted clearly. If visitors can’t figure out your USP in the first 30 seconds, they’ll likely move on.

#5 Social Proof

When it comes to building trust online, nothing works better than social proof. People naturally look to others before making decisions, especially when they’re unsure about a product or service. Social proof is basically a way of showing that other people have used your business and had a positive experience.

In my experience reviewing websites, the businesses that use social proof effectively almost always see higher engagement and trust from their visitors. It’s not just about showing off, it’s about reassuring potential customers that they’re making the right choice.

Types of Social Proof You Can Use on Your Website Homepage

• Customer Reviews and Testimonials

• Social Media Mentions: Highlight posts, stories, or mentions from Instagram, Facebook, or Twitter. This shows that real people are engaging with your brand online.

• Case Studies or Success Stories: Share a mini-story showing how your product or service helped a customer solve a problem or achieve a goal.

• Numbers and Achievements: Metrics like “500+ happy clients served,” “Over 10,000 products sold,” or “Rated #1 in local customer satisfaction” can act as powerful social proof.

The key to using social proof effectively is placement and authenticity. Put testimonials and reviews where visitors can see them without scrolling too far, and always use real, verifiable feedback. Fake or generic quotes can actually harm your credibility.

#6 A List of Services or Featured Products

Your homepage should act like a menu. Visitors should be able to quickly see what you offer. If you’re a service-based business, a short list of your key services works well. For e-commerce, a featured products section with bestsellers or new arrivals is a must.

This helps people instantly know what they can get from you without having to dig through multiple pages.

#7 Supporting Images and Videos

High-quality visuals make your homepage come alive. Photos of your team, products, or your office add authenticity. Videos are even more powerful - they can explain complex services, showcase customer testimonials, or give a quick tour of your business.

Low-quality or generic stock photos, on the other hand, can actually hurt your credibility. I always advise clients to invest in at least a few professional photos.

#8 Internal Links

When I review websites, I often notice homepages that look great visually but leave visitors unsure where to go next. That’s where internal links come in. They help people explore your site naturally, discover services, read blog posts, or contact you, all without confusion.

Best Practices for Adding Internal Links on the Website Homepage

• Use descriptive anchor text: Instead of “click here,” use text that clearly explains what the link leads to, like “View our services” or “Read customer success stories.”

• Don’t overdo it: Too many links can be overwhelming. Focus on guiding visitors to the most important pages.

• Place links strategically: Add links where they make sense naturally, i.e. after a section describing a service, in blog content, or under testimonials.

• Keep it organized: Think of your homepage as a hub. Make sure visitors can reach your main sections within a few clicks.

In short, internal links help visitors navigate smoothly, keep them engaged, and make your website more visible to search engines. A homepage with thoughtful internal linking is not just user-friendly, it’s also a smart way to guide visitors toward taking action.

#9 Resources (Blogs, Guides, or Tools)

If you publish blogs, guides, or other resources, highlight the most important ones on your homepage. This positions your brand as an authority and gives visitors a reason to stick around longer.

For example, a healthcare clinic could share guides like “10 Tips for a Healthy Lifestyle”. This builds trust and also increases the chances of ranking for informational search queries.

#10 Ongoing Offers and Promotions

If you have special discounts, promotions, or limited-time offers, feature them on the homepage. These create urgency and drive action.

For example: “Fall Sale – 20% Off All Orders Until October 15th.”

Don’t hide your offers on an inner page; make them visible on the homepage so visitors don’t miss out.

#11 Success Indicators

Numbers speak volumes. Success indicators like “500+ Projects Completed,” “Serving Customers Since 1998,” or “Rated #1 in Local Care Services” reassure visitors that you’re trustworthy and experienced.

Even small businesses can highlight achievements - awards, certifications, or media mentions count as success indicators.

#12 Contact Us

Your website homepage should make it easy for visitors to reach out, and that’s where a dedicated “Contact Us” section comes in. This is different from the footer, which usually has basic contact info. A well-designed homepage contact section invites visitors to take action, ask questions, or get in touch without hunting for details.

Why a Contact Section Matters:

Even if someone loves your products or services, they may have questions or need reassurance before taking the next step. A visible contact section at the end of your homepage gives visitors a clear path to connect, making your business approachable and trustworthy.

#13 Search Bar (Especially for E-commerce Websites)

For content-heavy or e-commerce websites, a search bar is non-negotiable. Visitors who use the search function often have high intent, they know exactly what they’re looking for.

A well-placed search bar at the top of your homepage improves usability and saves people time.

For example, look at how we helped a railway commodity supply company add a search bar functionality on their website:

Contact NU Media Edge Today for a Website Design and Development

A strong website homepage isn’t just about looking good - it’s about guiding visitors, building trust, and encouraging action. By including these 13 elements, you can make sure your website leaves a great first impression and helps your business grow.

If you’re feeling unsure about whether your homepage hits all these points, or if you want to take your website to the next level, NU Media Edge can help. Our team specializes in creating websites that are not only visually appealing but also optimized for user experience, conversions, and search engines.

Whether you need a homepage redesign, or a full website revamp, we work closely with businesses to ensure every element - from headlines to CTAs, testimonials to contact forms - is thoughtfully designed to engage visitors and drive results.

Ready to make your website work harder for your business? Check out NU Media Edge’s services and see how we can help your website attract, engage, and convert more visitors.

Book a Free Strategy Call

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FAQs related to Website Homepage

1. How can I measure if my homepage elements are working effectively?

You can track effectiveness through metrics like bounce rate, session duration, click-through rates on CTAs, and conversion rates. Tools like Google Analytics can show which sections visitors interact with the most, helping you see what’s engaging them and what might need improvement.

2. Are videos and images really necessary on a homepage, or can text alone work?

While text is important, visual content captures attention faster and helps convey your message more effectively. For example, a short video explaining a service or showing a product in action can increase understanding and trust. Even simple, high-quality images of your team or workspace make your brand feel approachable.

3. Should my homepage include links to blogs and resources even if I’m a product-based business?

In most cases, yes! Linking to helpful guides, FAQs, or blog posts positions your business as an authority in your niche. For example, an e-commerce site selling kitchen gadgets could link to a guide like “5 Easy Recipes Using Our Tools”, which not only adds value but can also boost SEO and keep visitors engaged longer.

If you’re interested in knowing how your website performance can be improved, contact us today for personalized recommendations.

4. Can small businesses benefit from adding social proof, or is it only for larger brands?

Absolutely. Even small businesses can showcase early customer reviews, testimonials, or local recognition. Highlighting real experiences, no matter the scale, builds credibility. For example, a local cafe can feature photos of happy customers, Instagram mentions, or “featured in” badges from community blogs to strengthen trust.