Most visitors decide fast whether to stay on a page. Nielsen Norman Group found the first 10 seconds of a visit are critical, and that a page has to show its value in that time to hold attention for longer. On a small business website, the homepage is usually where that decision happens.
So what should be on a small business homepage? Not everything you do. Just the things a customer needs to choose you and get in touch. This list covers 10 essentials, grouped into the jobs they do.
Open your own homepage on your phone as you read. Tick off what you have, and note what's missing. The last section explains what all 10 have in common.
Your homepage's first screen: what you do and what to do next
The top of the page gets the most attention. In a 2018 eyetracking study, Nielsen Norman Group found people spent about 57% of their viewing time above the fold, and 74% in the first two screenfuls. Put the essentials there.
1. A headline that says what you do and where
Say it plainly. "Emergency plumber in Parramatta" beats "Quality you can trust". A visitor should know your service and your area without scrolling. Nielsen Norman Group recommends a clear tagline that explains what the business does, because vague slogans make people work to understand you.
2. One clear call to action
Pick the one thing you most want visitors to do, such as call, book or request a quote, and make it the most obvious button on the screen. Use words that describe the action, like "Book a consultation", not "Learn more". Repeat it further down the page so it's always close by.
Make it easy to get in touch
3. A phone number people can tap
Put your number at the top of every page, and make it a click-to-call link so a phone dials it with one tap. Many local customers would rather call than fill in a form, especially when the job is urgent. A number shown as an image, or one that can't be tapped, is a missed call.
4. Contact options and opening hours
Give people more than one way to reach you: phone, a short enquiry form, email, and online booking if you take bookings. Show your opening hours, and keep holiday hours up to date. If people visit you, include your address and a map link. If enquiries still aren't arriving, our guide to why a website gets visitors but no enquiries walks through the usual causes.
Show what you offer and where
5. Your main services
List your main services in plain words, each with a line on what's included and a link to its own page. Use the words customers search for. "Gutter cleaning" is clearer than "roof care solutions". Separate service pages also give Google more to match against specific searches.
6. Your location and service area
Name your suburb and the areas you cover. Google says distance is one of the main factors in local results, alongside relevance and prominence, and that businesses with complete and accurate information are more likely to show up. Make sure the address, phone and hours on your homepage match your Google Business Profile. Our guide to why your website isn't showing up on Google covers the rest.
Give people a reason to trust you
7. Reviews from real customers
Show a few genuine reviews near the top, with the customer's first name and suburb where they've agreed to it, and link to your Google reviews. Google notes that positive reviews and helpful replies help a business stand out. Only use real reviews. Never write your own or edit what a customer said.
8. Trust details: ABN, licences and memberships
Show the details that prove you're a real, qualified business. Your ABN in the footer is a simple trust signal. For trades, a licence number matters even more. In NSW, Fair Trading says building trade advertisements, including online ones, must show the licensee's name, licence number and business phone number. Add any industry memberships or insurance you hold, and check the rules for your trade and state.
Look real and load fast
9. Photos of your actual business
Use your own photos: your team, your premises, your work. Nielsen Norman Group's eyetracking research found people ignore generic stock photos of people, but look closely at photos of real staff. A photo of you on site says more than any stock image of a smiling stranger.
10. A fast experience on mobile
Make the homepage quick and easy to use on a phone. Google's 2016 research found 53% of mobile site visits were abandoned when a page took longer than 3 seconds to load. Google's current guidance counts a page as good when its main content appears within 2.5 seconds. Test yours free at pagespeed.web.dev, and check the text is readable and the buttons are easy to tap.
What the 10 essentials have in common
Every item on this list answers a question a customer has before they get in touch.
- Am I in the right place? The headline, services and service area answer this.
- Can I trust them? Reviews, real photos and trust details answer this.
- How do I get in touch? The call to action, phone number and contact options answer this.
- Is this easy? A fast, mobile-friendly page answers this before the visitor even thinks to ask.
The same clear, accurate details also help Google and AI assistants understand what you do and where. Our guide to getting found by Google and AI assistants explains how. If you're weighing up a new site, see how much a website costs in Australia, or read our FAQ.
Key takeaways
- (01)
Say what you do and where in the headline, and give visitors one clear next step.
- (02)
Make your phone number tappable and show your hours and other ways to get in touch.
- (03)
Build trust with genuine reviews, real photos, your ABN and any licence numbers.
- (04)
Keep the page fast on a phone, since slow pages lose visitors before they see you.
Frequently asked questions
How long should a small business homepage be?
Long enough to answer the main questions, and no longer. Put what you do, your call to action and your phone number in the first screen, then services, reviews, service area and contact details below. Link to separate pages for the detail.
Should I put prices on my homepage?
If your prices are simple, showing them or a "from" price can save both sides time. If every job is quoted, say so and make the quote request easy. Either way, keep any prices you show up to date.
Do I need my ABN on my website?
Showing your ABN, usually in the footer, is a simple way to show you're a registered business. Some trades have extra rules: in NSW, building trade ads, including websites, must show a licence number. Check the rules for your trade and state.
What's the most common homepage mistake?
A vague headline. Slogans like "Excellence in every job" don't tell a visitor what you do or where. Replace it with your service and your area, and add a clear button to call or book.
More answers on price, hosting and timing in our FAQ.