Your homepage has about three seconds to tell a first-time visitor what you sell and why they should care.
A simple homepage that answers a few clear questions converts better than a complex one with everything.
What the homepage has to do
In order of priority:
- Tell the visitor what you sell.
- Show one or two products or offers prominently.
- Make it obvious how to start shopping.
- Build minimum trust (real photos, real text).
- Link to policies, About, and contact.
If you can do those five things, you have a working homepage.
The headline matters most
The headline is the first thing visitors read. Make it specific.
Weak: "Welcome to our store."
Better: "Hand-poured soy candles, made in small batches in Wisconsin."
A specific headline answers the silent question every visitor asks: "What is this?"
Show your products
Below the headline, show 3 to 8 featured products or a category grid. Each product card should display:
- Photo.
- Name.
- Price.
Customers who land on a homepage with no visible products often bounce. They cannot tell what you sell.
Build minimum trust
Include 2 to 3 trust signals:
- A real photo (you, your workshop, your products being made).
- A short About blurb.
- A customer review if you have one.
- A press or partner mention if relevant.
Stock photos of strangers in suits do the opposite.
Make checkout reachable in two clicks
From the homepage:
- Click a product → product page.
- Click add-to-cart → cart → checkout.
If a visitor has to click through 3 or 4 menus to find what to buy, the funnel leaks.
Keep navigation simple
A first store does not need a 12-item top nav. A typical first nav is:
- Shop (or categories).
- About.
- Contact.
Optional: FAQ, Blog, Reviews, Reorder, Account.
Footer essentials
Include in the footer:
- Policy page links (shipping, returns, privacy, terms).
- Contact email.
- Social links if you actively post.
- Copyright and business name.
Common homepage mistakes
- Hero image with no clear headline.
- Auto-playing video.
- Pop-ups before the visitor has seen anything.
- Slow-loading large images.
- Hidden product paths.
- "Coming soon" banners on a live store.
Bottom line
A homepage's job is to answer "what is this and what should I do?" in one screen. A specific headline, a few products, simple navigation, and minimum trust signals are enough. The rest can come after launch.