Even though word of mouth can bring in some of the best clients, a website is an essential marketing tool. And if you own a business that serves a local area, it’s important to understand the role your hompage has in bringing in new customers and clients.
Most of us search online before deciding where to shop, eat, or book services. And what’s the first page many people will see when they go to your website?
The Homepage!
If you’ve ever sold a home, the real estate agent probably mentioned “curb appeal” and that starts with the front of your house. Your homepage is similar. It serves as the front door to your business, and the first impression many potential customers will have of your entire business.
If the homepage is confusing, sloppy or outdated visitors are likely to think your entire business is that way. On the other hand, a well-crafted homepage can make them want to stick around, find out more, and ultimately do business with you. So, just like a home’s curb appeal or a physical storefront, it should invite them in and make them want to stay.
In this post, I’ll go over:
- why your website’s homepage is so important for small local businesses
- the role it plays in building trust and driving sales
- how you can optimize it to attract search engines (including AI) and people to bring in more clients
At the end, you’ll also find an invitation to a free Homepage Masterclass that dives even deeper into how to make your homepage work better for your business.
First Impressions Matter
When people search for local businesses, our journey often starts with Google and your homepage is often one of the first pages we see. And studies show that visitors judge a website within fifty milliseconds. So that means your homepage needs to make a great impression right away! That goes for every other page on your website too, but I’ll focus on the homepage in this post.
For small businesses, this means your homepage needs to:
- Load quickly (slow sites frustrate users)
- Be visually appealing (modern, clean design)
- Instantly say what you do and where
Establishing Local Trust and Credibility
Your homepage needs to let visitors know you are a legitimate and trustworthy business in their area. This is especially important for small businesses, because consumers want to support local, but only if they feel confident in the quality of your products or services.
Key homepage elements that build trust include:
- Clear business name and location: Customers want to know immediately that you serve their community.
- Contact information: Phone number, email, and address should be easy to find.
- Customer testimonials or reviews: Social proof is powerful, and featuring local customer stories reassures new visitors.
- Photos that represent what you offer: Your own images will be more personal and instill more trust than stock photos.
Trust is a deciding factor when customers compare local options. The type of content you add to your homepage can help instill that trust.
Tell people what makes you different
Every small business has something that sets it apart, whether it’s your great customer service, your experience and expertise, or a unique backstory. Your homepage is the perfect place to highlight some of this, and you can go into more detail throughout the website or on your about page.
What to include:
• A clear statement of what makes you different
• Testimonials or endorsements from customers
• A featured product or service that represents your brand
Remember, your homepage should not only tell people what you do and where, it should tell them why they should choose you over competitors.
Driving Local Traffic with SEO
Search Engine Optimization (SEO) is how small businesses show up when when people search for services.
For example, when someone types “dog trainer near me” or “plumber in [your city],” Google prioritizes businesses with optimized websites.
Your homepage plays a huge role in local SEO. To make it effective:
- Use your city or neighborhood name in your homepage copy and title tags
- Include keywords that reflect what you offer (e.g., “dog walker in Cleveland”)
- Make sure your homepage images have descriptive alt text
- Add your business address so Google knows your location
Traditional SEO is Important to AI Searches
Even now, when we all want to show up in AI searches, good, old-fashioned SEO is still important. Websites that rank due to their SEO are more likely to show up in AI searches. According to a study on AI and SEO by SEMRush…
Ranking in standard search results could help you earn citations in ChatGPT and other AI systems. So, traditional SEO could remain just as important even as traditional organic traffic declines.
Strong CTAs Guide People Toward Action
A great homepage does more than attract visitors, it guides them toward becoming paying customers. This is where calls-to-action (CTAs) come in. Whether you want customers to call, book an appointment, or download a free guide, your homepage should make that next step obvious.
Examples of effective CTAs for local businesses:
- “Call Now to Book Your Pet Sitter”
- “Schedule a Free Meet & Greet”
- “Visit Our Store in Downtown Austin”
- “Get Your Free Estimate”
Without a clear CTA, visitors may click from page to page but never take the action you want them to take. People came to your website looking for whatever it is you provide. It’s your job to make it easy for them to find what they need, and that can be done with clear CTAs.
Make Sure It’s Mobile-Friendly
More than half of all web traffic comes from mobile devices, and for local searches, that number is even higher. Imagine someone walking down the street looking for a nearby coffee shop, pulling out their phone, and finding your website. If the text is too small to read or buttons are too tiny to click, it’s not mobile-friendly and you’re going to lose business. And I have to mention text color simply because this is one of my pet peeves! Light gray text on a white background may look cool on a desktop computer, but if you’re looking at a tiny phone screen on a sunny day, it’s nearly impossible to read. And even on desktops people with vision impairments will have trouble with it.
A responsive, mobile-friendly homepage ensures:
- Quick load times on mobile
- Easy-to-read fonts
- Clickable phone numbers and directions
- Simple navigation menus
A website that works easily on mobile can mean the difference between gaining a customer and sending people to your competitor.
Your Homepage is Your Online World Headquarters
Your homepage is not just a digital billboard, it’s the foundation of your online marketing. Think of it as your online world headquarters, where all your efforts lead.
- Social media posts should link back to your homepage
- Google Business Profile should connect to your homepage
- Paid ads often direct traffic to your homepage
- Flyers or local ads with your web address may send people to your homepage
Common Homepage Mistakes to Avoid
Even small tweaks can make a big difference. Avoid these common mistakes:
- Too much text with no clear message
- Hard-to-find contact info
- No clear call-to-action
- Slow load times
- Outdated design
By avoiding these pitfalls, you’ll ensure your homepage works hard for your business 24/7.
For small local businesses, your homepage is one of the most valuable tools you have. It builds trust, attracts local customers, showcases what makes you unique, and turns visitors into buyers. Investing time into creating and optimizing your homepage pays off in more visibility, stronger credibility, and more sales.
If you’d like to learn how to make your homepage a true business asset, get my FREE Homepage Masterclass. You’ll discover practical strategies to improve your homepage and attract more local customers.
