What to put on your homepage: a section-by-section structure that works
The homepage structure that works for most small businesses, section by section, with what each part must do, what to leave out and how it changes by business type.
Read →Glossary
What is Landing page?
Also called: service page, lander, squeeze page.
Strictly speaking, any page someone arrives on first is a landing page. In marketing, the term usually means a page built for one purpose: for example, ‘Boiler servicing in Exeter’, focused entirely on getting that visitor to book.
Good landing pages match what the visitor searched or clicked. Someone who clicked an advert for emergency drain unblocking should land on a page about exactly that, not a homepage listing twenty services.
They tend to be focused: a clear headline, why you, proof such as reviews and accreditations, prices or what to expect, and an obvious way to get in touch.
Why it matters for your business
Sending paid ad clicks to your homepage wastes money, because people have to hunt for what they came for. A matching landing page for each main service usually turns more of the same visitors into enquiries, whether they came from ads or from Google.
Example. A locksmith runs Google Ads for ‘locked out Plymouth’. The ad leads to a page headed ‘Locked out in Plymouth? We can usually be with you within the hour’ with a big Call button.
Related terms
Conversion rate · Call to action (CTA) · PPC (Google Ads) · Search intent
How to write an about us page that makes people want to hire you
What an about us page is really for, what to put in it, a structure you can copy and examples for sole traders, family firms, clinics, shops and larger companies.
Read →What a restaurant or café website needs (and what to leave out)
The pages, features and rules that matter for a UK restaurant or café website: menus as text, allergens, booking, hours, and what it should cost.
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