The most effective small business website layouts often follow a simple formula. The formula described in this article will increase your chances of gaining qualified leads through your business’s website.
I’ve studied hundreds of small business websites and discovered the most effective layout for keeping visitors engaged and encouraging them to buy your product or service. The goal of this layout is to build trust in the user while they are browsing your webpage, with each section serving to strategically build that trust.
Here is the structure that works best, starting from the top of the page:
Navigation
The site navigation is typically placed along the top of the page and is important in helping direct users to the main pages of your site. Include only the most important links in the top level of your navigation, and use dropdown menus for additional pages. In the top right corner, place a call-to-action button, such as a Contact Us or Get a Quote button. This gives users a clear action to take in a highly visible spot.
Hero Section
This is the first thing people see when landing on your website, so it’s important to make a good first impression. The hero section usually consists of a hero image, headline, subheadline, a call-to-action button, and optionally, social proof.
- Headline: Describes what you do and who you do it for. For example, “Professional cleaning services in Central Ohio” or “Patios and Walkways.” Keep it clear and unambiguous. If the user is confused, they’ll likely leave.
- Subheadline: Explains in more detail and reinforces the headline. For example, “We’ve built over 300 new patios since 2015.” Both headline and subheadline affirm to the visitor that they’re in the right place.
- CTA Button: Place a strong call to action directly after the subheadline. This can be for a free trial, quote, call, pricing page, or free download.
- Social Proof (Optional): Display the number of clients you’ve worked with or three short testimonials to build trust.
- Hero Image: Show your finished product, a client enjoying the service, or a “before and after” style shot. This helps visitors picture the improvement in their own life. It’s critical to use a professional, high-resolution image here.
Sometimes it’s effective to include a form in the hero section, such as a “Request a Quote” form. Since it’s one of the first things a user sees, it can be a powerful way to capture their contact information right away.
You might also show what life could look like after the visitor has purchased your service—for example, a picture of a brand-new patio with furniture set up on it.
Optionally, you can also add awards or certifications along the bottom of the hero section to further increase trust.
About Your Company
This is where you briefly talk about yourself, your background, and your skills. You may also include ballpark pricing and explain how you provide your service. If your industry is visual, such as landscaping or remodeling, include a picture of your work here as well.
Services
List your main services, with a detailed explanation for each. Link to dedicated pages for more detail. This section is also a good place for another call-to-action button, such as Request a Quote.
Benefits of Service
Describe how your service benefits your prospective client and their family. The visitor should be able to picture how their life is improved after using your service, whether it’s more free time, peace of mind, or enjoying the outdoors. This works well alongside an emotional picture, such as a finished patio with furniture, where the visitor can imagine themselves experiencing those benefits.
Show Your Work
Include a picture gallery of your best projects. Seeing real examples builds trust and reassures visitors about the quality of your work.
Testimonials
Add social proof in the form of testimonials and product reviews. The goal is to show you’ve done this successfully for others before. At this stage, the visitor is often asking themselves: Should I hire them or not? Strong testimonials help reduce anxiety and provide reassurance that you are the right choice.
Call to Action
End your homepage with another strong call to action. It’s important to reiterate the call of action in case the visitor didn’t take action at the top of the page. After reading through your story, seeing your work, and reading testimonials, many visitors will be ready to reach out, so make it easy for them.
Footer
The footer should include the main links from your navigation, as well as your links to your social media accounts. You may also wish to include a search box and a form to subscribe to your newsletter.
Conclusion
The goal of this layout is to convert people who are simply browsing into people who contact you and request more information. Your best chance of making a sale is getting them on the phone and having a real conversation.
A well-designed website layout helps visitors find what they need quickly. When your website is structured properly, it creates a positive user experience that builds trust. This makes it far more likely that visitors will stay on your site, engage with your content, and ultimately contact you, which will directly impact how well your business performs.
If you’d like help putting this layout into practice for your own business, feel free to reach out. I’d be glad to work with you to design a website that not only looks great but also converts visitors into loyal customers.