The homepage.

This is the homepage I have built a hundred times, and the order isn’t a matter of taste, because it’s the order a stranger’s questions actually arrive in, and if you answer them in that order then nobody has to scroll back up: what is this → is it for me → can I trust it → what does it cost → what now.

1 · Headline, the outcome

Not your name and not “welcome” and not clever, because the test is whether somebody could repeat what you do after five seconds. Your name already has the logo slot, so the headline gets to do the actual work of explaining you.

2 · Subline, the how

3 · The one button

One primary action, above the fold, named after what literally happens next, and then the same button again at the bottom, so it’s two buttons doing one job and nothing else competing with them.

4 · Three things, what you actually offer

Three of them and not five, and each one gets a name and a single sentence of outcome, so if you only sell one thing then make this three ways that one thing helps instead.

5 · Proof, one honest block

If you don’t have testimonials yet then numbers will do the same job, and if you don’t have numbers either then show the work itself, because something real always beats a blank space, and you never fake this one and you never skip it either.

6 · About, miniature

7 · The price, or the path to it

Somewhere on this page money gets mentioned, because a page that hides pricing brings in emails from people who can’t afford you and silence from the people who can, and that’s the opposite of what you wanted.

Write the seven blocks in this order: 4, 7, 1, 2, 5, 6, 3, so offers first because they’re the concrete part, and the headline near the end because it’s really a summary of everything above it, and the button last because by then it names itself. Writing the headline first is the thing that keeps a draft open for months, and it isn’t a discipline problem, it’s just the hardest block wearing the first slot.

• The carousel, because almost nobody clicks through to slide two, and everything you put on slide two is effectively unpublished.
• Anything that starts with “welcome to”, because the space is worth more when it’s telling somebody what you do, and the headline can do that in one line.
• The paragraph about your passion, because the proof block says the same thing with evidence attached, and people believe the evidence.
• Any section you added because a competitor has it, since their page is answering their customers and yours has to answer yours.