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Your homepage is the most visited page on your site — but is it doing its job? Learn the 5 core principles of high-converting homepage design, plus the 6 elements every homepage must have to turn visitors into clients.
Your homepage is the digital front door to your business. It’s the first thing most people see — and often your only chance to grab their attention, show them they’re in the right place, and move them closer to becoming a client.
At NexaFlow, we’ve built high-performing homepages for consultants, photographers, gyms, and more — and we’ve seen what works (and what doesn’t). In this post, we’ll break down what to include on your homepage so it actually converts — using simple, clear language and real strategies that work.
Your homepage should always be easy to find. Add a clickable logo in the top-left corner of every page (that’s where most people expect it) and include a "Home" link in your nav menu. Keep the URL simple (like yourbrand.com) and avoid unnecessary redirects.
A homepage is also a safe place users return to when they get lost — so make sure it’s a consistent and stable experience.
You only get a few seconds to let visitors know they’re in the right place. That means your homepage headline (your H1) needs to clearly explain:
Forget vague taglines. Use real words that your audience understands and show them immediately what makes your business valuable.
Before: "Solutions that scale."
After: "Web Design for Consultants That Brings You More Inquiries in 30 Days."
Your homepage should guide users to explore further. That means showing small examples of what’s inside:
This helps users scan and find what they need without feeling overwhelmed.
Keep your most important content above the fold (visible before scrolling), then guide visitors downward with useful subheadings.
Every homepage should have clear calls-to-action (CTAs) that lead people to their next step. Examples:
CTAs should be easy to find — ideally in the navigation bar, hero section, and footer. Don’t just say “Click here” — use action-based, clear labels like “See How It Works” or “Book Your Strategy Call.”
Less is more. Visitors don’t want to scroll through animations, popups, or clutter. Here’s what to avoid:
Use white space, keep the layout consistent, and make everything mobile-friendly. Your homepage should feel easy, clean, and helpful — not like a maze.
A strong H1 headline that says what you do, for who, and why it matters. This is your biggest copy asset — don’t waste it on fluff.
Include your main keyword naturally in the headline and subheadings (e.g. “Web Design for Coaches” or “Gym Website Design”). This helps with Google rankings.
Show what makes you different. Is it your process? Your results? Your guarantee? Mention it above the fold or in a “Why Choose Us” block.
Use social proof: client logos, testimonials, reviews, case studies. People trust what others say about you more than what you say about yourself.
Stick to one style. Same colours, fonts, button shapes — everything should feel part of one brand.
Make it clear what they should do next. Don’t assume people will “figure it out.” CTAs guide their journey.
You need a clear headline, keyword-rich subtext, proof, a few service highlights, and CTAs. Keep it concise and helpful.
Only if your site is large (e.g. over 500+ pages/products). Most small-to-medium business sites don’t need one.
Enough to answer questions and move users forward. Prioritise above-the-fold content but don’t neglect scroll-depth — some visitors will want more.
Use your primary keyword in the H1, meta title, and hero copy. Avoid keyword stuffing and focus on relevance and clarity.
At NexaFlow, we specialise in building Webflow websites that aren’t just pretty — they perform. We follow all of these principles to design homepages that:
Our approach is data-driven and proven across multiple industries. From strategy to design to copy, we make sure your homepage becomes your best salesperson.
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