What to Include on a Small Business Homepage (Section by Section)
A homepage has a small job. In a few seconds, a visitor should know what the business does, where it works, and how to reach it. Many local business homepages fall short not because they are ugly but because one of those three things is missing or buried.
The usual culprits on a weak homepage are an unclear top section, a phone number that is hard to find, or too many things competing for attention.
This guide goes through a homepage from top to bottom, tells you what to include in each section, and gives you a short test to run before you publish.
The three questions every visitor has
Someone landing on a local business site is usually in a hurry. They are asking:
- What is this? What does the business do?
- Is it near me, and is it right for me? Where does it work and who is it for?
- What do I do next? How do I call, book or ask for a quote?
If the top of the page answers all three, you have done the hard part. Everything else supports those answers.
Section 1: The top of the page
This is the part people see without scrolling. Include:
- The business name or logo. Clear, not tiny.
- A headline that says what they do and where. For example, "Roof repair and replacement in Springfield." Plain words beat clever slogans.
- One line of support. Who you help or how it works, in a short sentence.
- A phone number that can be tapped on a phone. Make it large.
- One main button. "Call now," "Request a quote" or "Book a visit," whichever fits the business.
Avoid a rotating picture slider, a long welcome message, or a video that starts by itself. They slow the page and push the key facts down.
Section 2: What they offer
Right below the top, list the main services in simple blocks. Three to six is plenty. Each block gets a short name, one sentence and, if it helps, a link to a fuller page.
Write the way the customers talk. A homeowner searches for "leaking roof," not "residential envelope solutions." If the business serves several kinds of customers, such as homes and small offices, say so in the block.
Section 3: Proof
Visitors want a reason to trust a business they do not know. Use only real proof:
- Reviews. Two or three short quotes from real customers, with permission and the first name. Do not write them yourself or change the words.
- Years in business, if the owner confirms them.
- Licenses, insurance or certifications, if they apply and are current.
- Real photos of the work or the team. Clear photos of real jobs beat stock images.
If the business has no reviews or proof yet, leave this section out rather than invent anything. A missing section is better than a false one.
Section 4: How it works
A short, three step outline lowers worry. It can be as simple as: "Call or send a message. We visit and give you a clear quote. We do the work and clean up." Keep each step to one line.
This section is especially useful for jobs where customers feel unsure, like repairs, legal help or home work. It tells them what happens next and that there is a process.
Section 5: Where they work
Local customers want to know the business covers their town. State the main town and the nearby areas in a sentence or a short list. If there is a shop or office people visit, include the address, a map link and opening hours.
Make sure the name, address and phone number are written the same way here as on the business's Google listing. If you are tidying that listing too, see Google Business Profile optimization for clients.
Section 6: A short "about" note
People like to know who they are dealing with. Two or three sentences are enough: who the owner is, how long they have worked in the area, and one detail that makes the business human. Add a photo of a real person if the owner is comfortable with it.
Do not copy long mission statements. Keep it direct and true.
Section 7: A second call to action
By the time visitors reach the bottom, they have read enough to decide. Repeat the main action: the same button, the same phone number, the same wording. Add a short contact form with only the fields you truly need, such as name, phone, and what you need. Every extra field loses some people.
Section 8: The footer
The footer holds the details visitors look for last:
- Business name, address, phone and email.
- Hours.
- Links to main pages.
- Social links, if the business uses them.
- A privacy line or policy if the site collects information.
Keep it tidy and consistent with the rest of the page.
What to leave off the homepage
A good homepage is as much about what you remove:
- Long histories of the company.
- A paragraph for every service.
- Several competing buttons.
- Sliders, pop-ups and sounds.
- Stock photos of people shaking hands.
- Prices, unless the owner wants them listed and keeps them current.
- Claims you cannot support, such as "best in town."
If you are tempted to add something, ask whether it helps a visitor answer one of the three questions. If not, it can go on another page.
Mobile first
Check the homepage on a phone before anything else. Many visitors will see it there. Look for these:
- The headline and phone number are visible without zooming.
- The button is easy to tap.
- Text is large enough to read in sunlight.
- Pages load fast on a mobile connection.
- Nothing slides off the side of the screen.
Photos should be resized so they do not slow the page. If you need a broader check of an existing site, the website audit checklist for small business covers the common problems in minutes.
Gather the content before you build
A homepage is only as good as what goes into it. Before you design, collect the business name, services, photos, reviews, hours and service area from the owner. The client website content checklist gives you a list to send them and shows how to make replying easy.
A five minute test before publishing
Hand the page to someone who does not know the business and give them ten seconds. Then cover the screen and ask:
- What does this business do?
- Where does it work?
- How would you contact them?
If they cannot answer all three, fix the top section. Next, ask them to find the phone number and the main service list. If either takes more than a few seconds, make it more visible.
Example: a simple homepage plan for a roofer
To make this concrete, here is a plan for a made-up roofing business:
- Top: "Roof repair and replacement in Springfield," phone number, "Request a quote" button.
- Services: repairs, replacements, gutters, inspections.
- Proof: two short customer quotes with first names, license number, three photos of real jobs.
- How it works: call, free visit, clear quote, work and clean up.
- Where: Springfield and nearby towns, office address and hours.
- About: the owner, years in the area, a photo.
- Second call to action: short form and phone number.
- Footer: contact details and main links.
Swap the details for any trade and the structure still works.
Where SiteRevive fits
SiteRevive finds local U.S. businesses with old or missing websites, checks each site, and takes the owner's email from the business's own website. You pick a trade and a U.S. state. With Run with your AI, you paste one prompt into your AI. It builds a one-page preview site for each business and drafts or sends a short first note from your own inbox. You can choose "drafts only," read each message and send it yourself.
The one-page preview follows the same idea as this guide: clear top section, services, a way to get in touch. You still decide what to send, how to follow up and what to charge. SiteRevive plans start at $97 a month, plus your own AI plan. There is a 7-day money-back guarantee, no questions asked. It does not promise replies or sales. SiteRevive's servers never send email; your own AI sends from your own account, or saves drafts. Visit the SiteRevive home page or try the free website check.
Frequently asked questions
What is the most important thing on a small business homepage?
A clear statement of what the business does and where, next to a phone number or button that tells visitors how to get in touch.
How long should a small business homepage be?
Long enough to answer the three questions and show proof, usually a handful of short sections. Most visitors will not read a long page, so keep each section brief.
Should I put prices on the homepage?
Only if the owner wants them and will keep them accurate. Otherwise, explain what is included and invite visitors to ask for a quote.
Do I need a photo of the owner?
It is not required, but a real photo helps people feel they know who they are calling. Only use one if the owner agrees.
What if the business has no reviews?
Leave the reviews section out. Never invent testimonials. You can add real ones later as customers leave them.
Can SiteRevive write my homepage?
With Run with your AI, your own AI builds a one-page preview for each business so you have something to show. You review and edit it, and you decide what the final site needs.