As the first point of contact with many of your potential customers, your business website has a tall order to fill. It must:

  • Act as the public face of your company to the world

  • Clearly communicate who you are, what you do, and the location(s) you serve

  • Deliver clear paths to what site users are looking for

Business website best practices start with the homepage. Whether your design is flashy or ultra-simple, including these five elements will help boost conversions.

1. Company Logo in the Header

Instantly establish your brand by putting your logo in the header. On desktop, standard practice is the upper left corner. On mobile, you have more flexibility. It can be placed in the upper left, but often is centered along the top.

2. Phone Number in the Header

Site users should never have to hunt for your contact information. It can make the difference between a lead or sale for you, or your prospect moving on to your competitor’s site.

Display your phone number in the header. On desktop, standard practice is the upper right corner. On mobile, that space is often occupied by the “hamburger” menu icon. You can place the phone number at the very top of the header, or just below.

On mobile, make sure the number is click-to-call enabled, and that it’s large enough to easily press.

3. Clear, Clean Navigation

Keep your main menu simple and streamlined, focused around the key information your prospects and customers want. For a basic small business site, this includes your services/products, an about page, contact page, blog, and a page for testimonials/reviews/case studies/portfolio. List the most-used content first.

While you may want to include detailed pages about your company history, board of directors, etc—and you certainly can—understand that these aren’t what your average visitor is looking for. This is especially true on mobile if they’re trying to find information quickly. Simplify things by keeping non-essential pages out of the main navigation. Instead, include them in the footer navigation at the bottom of the page.

4. Catchy, Benefit-Oriented Headline(s)

A good headline draws attention, differentiates you from the competition, and gives people an idea of what you offer. In crafting a headline or headlines for your homepage, focus on what’s important to your prospects. What benefits do you offer them? What pain points do they have that you can resolve?

5. An Overview of Your Services

People visiting your site want to know what you have to offer. Make it easy by showing your main services on the homepage, with links to pages that offer more in-depth information.

There are a variety of ways to do this, depending on how complex or straightforward your services are:

  • A bulleted list (this makes it easy for users to scan for what they’re looking for)

  • “Blocks” with a bit of text describing the service (good when some explanation is needed)

  • The name of the service with an icon or stylized graphic (modern and clean)

You can also include a brief overview about your company. Avoid the temptation, however, to include multiple long paragraphs of text on your homepage. Large text blocks (which appear even larger and require more scrolling on mobile) can actually stop the eye and prevent users from continuing to explore further. Instead, link to inner pages of your site that provide more information.