The Ultimate Checklist for a High-Converting Homepage
September 8, 2025
Your homepage is the front door of your business online—and just like in real life, people decide pretty quickly whether they want to come in or keep moving.
So, how’s yours working?
If your website isn’t converting the way you’d like—or if you’re just not totally sure it’s doing its job—it might be time for a refresh. At Murphy Marketing, we help businesses clarify their message and write copy that works. And today, we’re giving you the exact checklist we use to assess and optimize client homepages.
Let’s make sure your homepage isn’t just pretty, it’s profitable.
1. Clear, Customer-Focused Headline
Your headline is prime real estate. Within 5 seconds, visitors should understand:
- What you do
- Who it’s for
- Why it matters to them
Wrong: “Welcome to XYZ Solutions”
Right: “Grow Your Business Faster with Done-for-You Marketing Support”
If your headline makes people work to understand what you offer, you’re losing conversions before they even scroll.
2. A Short, Clear Subheadline
This is your chance to expand on the headline and offer a bit more context. Think of it as your elevator pitch, distilled.
Use this space to highlight your value prop, not your company bio. You’ve got time for that later—right now, the goal is to hook them and keep them reading.
3. Strong Call-to-Action (Above the Fold)
Every homepage needs a clear, compelling CTA—and it needs to be visible without scrolling.
Whether it’s “Book a Call,” “Get a Quote,” or “Start Your Free Trial,” make sure your CTA tells visitors what to do next—and that it aligns with where they are in the buying process.
4. Simple, Benefits-Focused Copy
Visitors don’t want a wall of text. They want to know:
- Can you solve their problem?
- Do you understand their needs?
- Why should they trust you?
Use short, skimmable sections focused on benefits—not just features. Talk about outcomes, not just services.
5. Social Proof That Builds Trust
People trust people. Include:
- Client logos
- Testimonials
- Stats or case studies
- Short success stories
This section helps reduce friction and builds credibility. Bonus points if your testimonials speak to the results your clients got—not just how “nice” you are.
6. Brief Overview of Services or Offers
This isn’t the place for full service pages—but give visitors a sense of how you can help them. Think of this as a teaser that invites people deeper into your site.
Pro tip: Use simple icons or visuals to make this section easy to scan.
7. A “What to Expect” or Process Section
Many visitors are wondering, “Okay, but how does this actually work?”
Include a simple 3-step process or overview to show what happens after they take action. This builds confidence and makes the next step feel less intimidating.
8. A Clear Visual Hierarchy
Good design supports your message, not the other way around. Make sure:
- Headings stand out
- Text isn’t overwhelming
- Buttons are easy to find
- There’s enough white space to breathe
You don’t need flashy animations—you need clarity and flow.
9. A Secondary CTA (for those not yet ready to buy)
Not everyone is ready to book a call or make a purchase today—and that’s okay. Give them another way to engage:
- Download a guide
- Join your email list
- Take a quiz
- Watch a short video
Capturing interest from “not quite ready” visitors helps build your pipeline for tomorrow, just don’t forget to gate it so you get their email in exchange for the content and can follow up with them.
10. Messaging That Sounds Like You
Your homepage should feel like an extension of your brand, not a generic template. The tone, voice, and phrasing should match your style and speak directly to your audience.
That’s where many DIY websites fall short—and where great copy makes all the difference.
Ready for a Homepage That Converts?
If your homepage isn’t checking all these boxes—or if you’re not sure what your message is really saying, I can help.
At Murphy Marketing, we specialize in building clear, conversion-focused messaging through our Brand Message Guides and copywriting services. We’ll help you say the right thing to the right people in a way that moves them to action.