Build Week, Day 2: How to Write a Homepage That Sells in Five Seconds

BUILD WEEK · Day 2 of 5

Visitors decide quickly whether to stay. Your homepage has to answer three questions right away: what do you do, where, and what should I do next?

The five-block formula

1. Headline: what you do and for whom, in plain words. “Same-week roof repair for Myrtle Beach homeowners.”
2. One button: the single action you want, such as Call now, Book a time or Get a quote. Put it at the top and again at the bottom.
3. Proof: years in business, a license number if your trade has one, a few real customer quotes (with permission), and photos of real work.
4. Services: three to six short cards, each linking to its own page.
5. Contact and area served: phone, hours, service area and a map.

Writing tips

• Write the way you talk to customers on the phone.
• Use “you” more than “we.”
• Cut every sentence that would fit any business in any town.
• Use real photos. Stock photos of smiling strangers don’t build trust.

Today’s task

Write your headline five ways and pick the plainest one. Fill in the five blocks in your builder. Tomorrow: getting found on Google.

BUILD WEEK is a five-day guide from Fenway Web, a Boston Made company, to building a small-business website yourself. Previous: Day 1. Next: Day 3, local SEO 101.

🛠️ Build it on the Fenway Web website builder · More tutorials at info.fenwayweb.com · All storylines on the Boston Made Reader.