The seven sections
The homepage shape
- 01Hero: the problem sentence, the offer in one line, three short outcome benefits, a clear primary call to action.
- 02Trust band: three to five logos, a review count or rating, or a one-line reassurance line.
- 03How it works: the three to five steps the customer experiences, in plain language, with timings.
- 04Offer detail: a short description of the main offer or two or three packages, with prices visible if possible.
- 05Proof: one strong testimonial or case study with a real name, or a panel of three short ones.
- 06Objection handling: a short "frequently asked questions" section that answers the three most common worries.
- 07Closing call to action: the next step, repeated, with a one-line reassurance underneath.
That's the shape. Seven sections. Each one earns its place. Anything beyond this set is decoration and competes for attention with the things that matter.
Section one: the hero
The hero is the part the customer sees first. It has four jobs and they all live above the fold. Name the problem. Name the offer. Stack the three outcomes. Make the next step obvious.
No big team photo. No background video. No carousel that auto-advances. Those decorate the page at the cost of clarity. A simple hero with strong copy and one good photo of the work outperforms an elaborate hero almost every time.
Section two: the trust band
A thin strip directly under the hero. Logos of recognisable clients, a review count from Google or Trustpilot, a years-in-business line. Whatever you have that's quickly recognisable as trust. Three to five items maximum.
If you don't have logos or a review count yet, this section can be a single line: 'Helping landlords across [town] keep their properties running since 2018.' Less impressive than logos but still better than nothing.
Section three: how it works
Three to five steps the customer goes through, in plain words. 'Get in touch. We'll book a free fifteen-minute call. We send a written quote within twenty-four hours. Work starts within two weeks. You get a written summary at the end.' Numbers and timings make this concrete.
Most small businesses skip this section entirely. The customer is left guessing what happens after they fill in the form. That uncertainty kills conversions. A clear process is reassuring even before the customer commits.
Section four: offer detail
If you have one main offer, describe it in a paragraph or two. If you have packages, lay them out side by side - usually three options, with the middle one slightly emphasised. Show prices if you can. Hidden prices push customers to assume the worst.
This section is where the actual sale starts. The hero attracted attention. The how-it-works built confidence. The offer detail is what they're choosing between.
Section five: proof
The strongest testimonial or case study you have. One is enough if it's a strong one - a paragraph in the customer's own words, with their full name and situation, ideally with a photo. Three is fine if each addresses a different objection. More than that and the eye glazes.
Section six: objection handling
A short frequently asked questions section addressing the three most common worries. Each question should be the actual question a customer asks, not a polished marketing version of it. 'How much does it cost?' beats 'What is the investment level?'.
Three to five questions is plenty. The point is to handle the objections that stop people from contacting you, not to be comprehensive.
Section seven: closing call to action
The same call to action as the hero, repeated at the bottom. Plus a one-line reassurance underneath: 'No obligation - we'll send a written quote and let you decide in your own time.' Most customers who reach the bottom of the page are ready to act. Don't make them scroll back up to find the button.
- Leading with the team or company history instead of the customer.
- An auto-advancing carousel hero that nobody reads.
- Stock photos that look like every other website.
- Buried prices on a separate "contact us for pricing" page.
- A single contact form at the bottom and no other call to action.
- Decorative sections ("Our Values", "Our Mission") that compete for attention.
What to do this week
Open a blank document. Write the seven sections in the order above, with two or three lines for each. Don't open your existing site. Don't try to be clever. Just write the seven sections. By Friday you'll have a draft homepage that's better than ninety per cent of small business sites in your category.
Make the offer clear. The seven-section shape is how clarity becomes structure. The next chapter takes the same thinking and applies it to ads, emails and short-form copy.
