Writing your own homepage can feel harder than doing the actual job. You know your work inside out, but putting it into words for a stranger is a different skill.
The good news is that a homepage for a local business does not need to be clever. It needs to answer a few simple questions, quickly, for someone who is busy and probably on a phone. Here is a formula that works for almost any trade, salon or local service.
1. Say what you do and where, in one line
The first line people read should tell them they are in the right place. That means two things: what you do, and where you do it.
This line is your headline. It is the biggest text on the page and it sits right at the top. Visitors decide very quickly whether to stay, so do not waste it on a slogan.
Headline examples for a plumber
These are invented examples, just to show the difference.
Weak:
- Welcome to our website
- Quality you can trust
- Your water, our passion
Better:
- Plumber in West Bridgford for leaks, boilers and bathrooms
- Local plumbing and heating repairs across Nottingham
- Emergency plumber in Beeston with same-day call-outs (only if that is true)
Headline examples for a hair salon
Weak:
- Where beauty begins
- Hair. Style. You.
- Welcome to the salon
Better:
- Friendly hair salon in Long Eaton for cuts, colour and balayage
- Hairdressers in Arnold, open late on Thursdays
- Family-run salon in Hucknall, walk-ins welcome most mornings
The weak versions could belong to anyone, anywhere. The better ones tell a local customer straight away that this is a business near them that does what they need.
2. Say who it is for
Next, a short line or two about who you help. This helps the right people feel at home and gently puts off the wrong ones.
For example, a plumber might say they work with homeowners and landlords. A cleaner might focus on busy families, or on offices. A landscaper might say they do everything from tidy-ups to full garden makeovers. Be specific where you can.
3. Show proof
Anyone can say they are reliable. Reviews from real customers prove it. Put two or three short reviews near the top of the homepage, with the customer's first name and area if they are happy to share it.
Other good proof includes photos of your own work, trade memberships or qualifications you actually hold, and a link to your Google reviews. Use your own photos wherever you can. Stock photos of smiling models are easy to spot and do little for trust.
4. Explain what happens next
People are more likely to get in touch if they know what to expect. A short, numbered list works well. For example:
- Call or send a message with a few details
- We arrange a time to visit or give you a price
- We do the job and tidy up after ourselves
This takes away the worry about being pestered or tied into something. It also makes you look organised.
5. Make it easy to get in touch
Your phone number should be at the top of the page, and on a phone it should start a call with one tap. Add one clear button, such as "Get a free quote" or "Book an appointment", and repeat it further down the page.
Stick to one main action. If there are five different buttons all asking for different things, people hesitate. One clear choice is easier.
Write like you talk
The best homepage copy sounds like you explaining your business to a customer at the door. Short sentences. Plain words. No jargon.
A few tips:
- Read it out loud. If it sounds stiff, rewrite it the way you would say it.
- Use "you" more than "we". Talk about the customer's problem, not your company history.
- Cut words like "solutions", "bespoke" and "passionate" unless they really mean something.
- Keep paragraphs short, two or three sentences at most, so they are easy to read on a phone.
- Be honest. Do not promise same-day visits or round-the-clock cover unless you really offer them.
Putting it together
A simple homepage, from top to bottom, might look like this:
- Headline: what you do and where
- A line about who you help
- Phone number and one clear button
- Two or three reviews
- Your main services, with a sentence each
- What happens when someone gets in touch
- The button again, and your number
That is it. You do not need pages of text. You need the right few things, in the right order.
If you want to see this format in action, our example sites show it for a plumber, electrician, landscaper, builder, cleaner and hair salon. They are fictional businesses, written to show how the pieces fit together.
Need a hand with the words?
When We are Graft builds a site, it is made from your own logo, photos and reviews, so it sounds like you rather than a template. You see your design before you pay, and if you do not like it, you pay nothing. Ask for your free design and we will reply within one working day.