Short answer: A homepage should tell a first-time visitor, in one sentence, what you do. It should also give a clear start for the few tasks people come for, such as calling or asking for a quote. Put both in the first screen: in NN/g’s eyetracking study of web pages, 57% of viewing time went to content above the fold.
Why the homepage matters
NN/g calls the homepage a company’s face to the world and the most important page on most websites. It usually gets more page views than any other page.
Not everyone lands there. People arrive from search engines and from links deep inside a site. Still, NN/g found that one of the first things they do on a new site is go to the homepage.
What people see first
NN/g’s eyetracking study of web pages found that content above the fold, the part visible before scrolling, got 57% of viewing time. The second screenful got about 17%, and the remaining 26% was spread further down.
Of the time spent on the first screen, more than 65% went to its top half. The closer something sits to the top of the page, the more attention it gets.
What to put on your homepage
NN/g’s classic top ten homepage guidelines start with a one-sentence tagline that says what the site or company does. Next comes a clear start for the main one to four tasks visitors come for.
| Part | What it does | Guidance |
|---|---|---|
| Tagline | Says in one sentence what you do | NN/g: start the page with it, especially if you’re new or less than famous |
| Top tasks | Gives a clear start to what visitors came to do | NN/g: the main one to four tasks |
| Real content | Shows your services, work or reviews | NN/g: show examples instead of describing them |
| About link | Leads to who you are | NN/g: group company information in one distinct area |
| Photos | Show the people and work behind the business | NN/g: real people connected to the topic, not models |
| Site name | Helps Google choose the name it shows for your site | Google: WebSite structured data on the home page, and the same name across the page |
From NN/g’s homepage guidelines and Google’s site name documentation, read November 4, 2026.
NN/g also warns that people often skip elaborate graphics because they look like ads. Keep the menu and main actions plain and easy to spot.
How to plan your homepage
- Write one sentence that says what you do and for whom.
- List the one to four tasks visitors come for, such as calling, booking or asking for a quote.
- Put that sentence and the main action near the top of the first screen.
- Below them, show real examples: your services, recent work or reviews.
- Link to an About page for your story instead of filling the homepage with it.
- Use photos of your real team and work, not stock models.
- Use the same business name in the page title, the page and its WebSite structured data.
Our about us page guide covers what goes on that page, and our website header guide covers the logo, menu and button at the very top.
What our own homepage shows first
On November 4, 2026, we opened our home page on a 390 pixel phone as a first-time visitor, leaving the cookie notice aside. The first screen shows four things.
A top line names us and says what we are: “Feedback Studios · Bilingual growth studio.” Our brand line follows, then two short sentences on what we do, and a single button: “Send us a message.”
On a 1440 pixel laptop, the menu and a second button, “Write to us,” join them. Our name matches where Google looks: the page title ends in “Feedback Studios,” and so do og:site_name and the WebSite structured data.
Before you call your homepage done
- One sentence near the top says what you do.
- The main action is in the first screen on a phone.
- Each of the main tasks has a clear starting point.
- Real examples of your work appear on the page.
- Photos show real people, not models.
- The title, og:site_name and WebSite structured data use one name.
RememberMost attention goes to the top of the first screen. Say what you do there, and give visitors one clear first step.
If you want a homepage built around what your customers come to do, our web design service can build it with you.
Quick answers about website homepages
What should be on a website homepage?
A one-sentence tagline that says what you do, and clear starting points for the one to four tasks people come for. Add real examples of your work, a link to your About page and photos of real people. Put the tagline and the main action in the first screen.
What does above the fold mean on a website?
It is the part of a page people see before they scroll. In NN/g’s eyetracking study, content above the fold got 57% of viewing time, and the first two screenfuls together got 74%.
How long should a homepage be?
There is no set length. In NN/g’s eyetracking study of web pages, 74% of viewing time went to the first two screenfuls, and the remaining 26% was spread in small amounts further down. Put what matters most near the top.
Does a small business homepage need a search box?
NN/g calls search an important part of any big website, and says people scan the homepage for a box where they can type. A site with only a few pages can usually rely on a clear menu instead.
How does Google choose the site name it shows for my homepage?
Automatically, from your home page’s content and references to it on the web. Google says WebSite structured data on the home page is the most important way to state your preference, and the name should match the rest of the page.
Sources
Read on November 4, 2026. NN/g: Top 10 Guidelines for Homepage Usability and Scrolling and Attention. Google Search Central: Provide a site name to Google Search. Our own case: our home page on a phone and a laptop, read on November 4, 2026.