How to write a homepage that gets enquiries

What a homepage has to do

A visitor arrives with three silent questions: can you help with my problem, can I trust you, and how do I get in touch? A homepage that gets enquiries answers all three quickly and in that order. Everything else, including your company history and mission statement, is secondary.

This guide gives you a structure that works for most service businesses: trades, consultants, practices, studios and local shops. Write it in a plain document first, then put it into your website.

The structure, from top to bottom

1. Headline: what you do, for whom, where

The first line should be a plain statement, not a slogan. Compare:

• Weak: "Excellence in every detail."
• Strong: "Electrician in Ghent for homes and small businesses."
• Strong: "Bookkeeping for freelancers and small firms across the Netherlands."

A short line underneath can add the main benefit or detail: "Same week appointments, fixed prices quoted before we start." Only say this if it is true.

2. One clear call to action

Put one button directly under the headline. Choose the action you most want and that a customer is most ready to take: "Request a quote", "Book a free call", "Call now". One primary button works better than three competing ones. A phone number beside it helps people who prefer calling.

3. Services, briefly

List three to six services, each with a short heading and one or two sentences. Use the words customers use, not internal jargon. Link each to a more detailed page if you have one.

4. Proof

Trust is the main reason people hesitate. Show evidence rather than adjectives:

• Real photos of your work, premises or team.
• Genuine reviews with a first name and town, with permission.
• Qualifications, registrations, insurance or trade memberships.
• How long you have traded and roughly where you work.

If you have few reviews yet, our guide on getting more customer reviews helps you build them.

5. How it works

Three short steps reduce uncertainty: "1. Send us a few details. 2. We call you back within one working day to arrange a visit. 3. You get a fixed written quote." Only promise response times you can keep.

6. Answers to the common worries

Think about the questions people ask on the phone before booking. Price range, area covered, availability, guarantees, parking, payment methods. Answer the three most common ones on the homepage, briefly.

7. The enquiry form or contact block

End with a short form or clear contact details. Ask only what you need to respond well: name, email or phone, and a box for the request. Every extra field costs enquiries. See contact forms that get filled in for detail.

Wording that helps, and wording that hurts

Instead of	Write
We offer a wide range of solutions	We repair, service and install gas boilers
Customer satisfaction is our priority	We quote a fixed price before we start
Contact us for more information	Send us a photo and we will reply with a price range
Experienced professionals	Trading in Lisbon since 2015
Competitive prices	Most kitchen fittings fall between two price bands; ask for a quote

The pattern: replace general claims with specific facts. Specifics are believable; adjectives are not. Write in the second person ("you") more than the first ("we"), because the visitor cares about their problem first.

Examples for different businesses

The same structure adapts easily. A few illustrative headline and button pairs:

• Hairdresser: "Cuts, colour and balayage in central Valencia" with a "Book online" button.
• Accountant: "Annual accounts and tax returns for sole traders in Dublin" with "Book a free 15 minute call".
• Gardener: "Garden maintenance and planting around Leuven" with "Send photos for a quote".
• Physiotherapist: "Sports injury and back pain treatment in Graz" with "Check availability".

Notice that each one names the service, the place and a concrete next step. None of them uses a slogan.

Common homepage mistakes

• Sliders and carousels. Rotating banners push your message out of view and few people wait for the next slide. Use one strong image and one message.
• Burying the contact route. If people have to scroll to the footer to find a phone number, many will not.
• Too many calls to action. "Call, email, book, download, follow us" splits attention. Pick one main action.
• Talking about yourself first. A long welcome paragraph about your passion delays the answer to "can you help me?".
• Ignoring mobile. Many of your visitors are on a phone. Check that the headline, button and phone number are visible without scrolling on a small screen.
• Stock photos of handshakes. Generic images signal a generic business. A slightly imperfect real photo is better.

A ten point homepage checklist

1. The headline says what you do, for whom and where.
2. There is one obvious primary button above the fold.
3. The phone number is tappable on mobile.
4. Services are listed in customer language.
5. At least one form of real proof is visible.
6. The next steps after enquiring are explained.
7. The most common questions are answered.
8. The form asks for no more than it needs.
9. Every claim on the page is true and specific.
10. Someone outside the business has read it and understood it in seconds.

After the enquiry arrives

A homepage only does half the job. The other half is how quickly and how well you reply. Fast, personal replies convert far more enquiries than slow, generic ones. Make sure form submissions reach someone who checks them daily, and keep a record of each enquiry so nothing slips through. Our guide on turning website enquiries into customers covers this step.

If you would like a homepage already laid out in this structure, The Website Builders generates one from six questions, and every enquiry from your form is saved as a client record in BonusFlow so you can follow it up.

Frequently asked