Business websites
What should a business homepage say first?
Tell a new visitor what you offer, who it is for and what to do next. A clever slogan should not make that harder to understand.
Test the first section without explaining it
Show the opening to someone unfamiliar with the business and ask what they think you do. If the answer is vague, replace abstract claims with a concrete description. Then choose a next step that fits the visitor: see the products, review a service or request a quote. Use real evidence where it helps. Do not crowd the top with several competing buttons simply because each department wants equal space.
Clarify the opening
Write a sentence naming the service or product and the relevant audience. Support it with an accurate image or example. Avoid claiming to be the leading agency or displaying impressive numbers unless you can substantiate them.
Build useful routes
Link to distinct services, products or examples using labels people understand. A prospect comparing suppliers may need scope and process; a returning customer may need contact or support. Prioritise the main journeys without hiding secondary ones.
Review on a small screen
Check whether the explanation and primary action remain understandable on mobile. Remove competing pop-ups and redundant introductions. Ask someone unfamiliar with the business to describe your offer after reading the first section, then improve what they misunderstood.
Write the first screen in plain language
Say what the business provides, who it serves and what a visitor can do next. Support that with relevant evidence further down the page. Test the copy with someone unfamiliar with the brand; a memorable slogan can help, but it should not be the only explanation of the service.
Official references
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