Create a homepage that communicates value instantly, builds credibility, and directs different visitor types to the right next step without confusion.
Your homepage has seconds to answer three questions: What do you do? Who is it for? Why should I care? Most homepages fail at all three. They lead with vague mission statements, generic hero images, and unclear calls to action. B2B buyers need clarity, not creativity. They're evaluating multiple vendors, comparing solutions, and looking for signals that you understand their problem. This chapter shows you how to structure a homepage that speaks to different visitor types first-time visitors, returning prospects, and ready-to-buy leads and guides each toward the right next step without confusion.
Tell your story in a way that establishes expertise, demonstrates values, and shows why buyers should choose you over competitors in the market.
Most B2B websites confuse visitors instead of guiding them. Clear structure helps buyers self-educate, compare solutions, and decide to engage. Build pages that answer questions, establish credibility, and make taking the next step obvious.
See playbook
Webflow builds custom websites visually without code, offering designer control, CMS capabilities, and hosting for professional web projects.
Collaborative design for interfaces and assets excellent for landing pages, ads, and prototypes when marketing and design need alignment.
Hotjar captures user behaviour through heatmaps, session recordings, and feedback polls to understand how visitors use your website.
Microsoft Clarity provides free session recordings, heatmaps, and user behaviour analytics without traffic limits or time restrictions.
Unbounce creates landing pages with drag-and-drop building, A/B testing, and dynamic text replacement optimised for paid advertising conversion.
Instapage builds post-click landing pages with A/B testing, personalisation, and collaboration features for paid advertising campaigns.
Leadpages builds landing pages, pop-ups, and alert bars quickly with templates and basic A/B testing for lead generation campaigns.
Squarespace builds complete websites with beautiful templates, hosting, and e-commerce features for creators, small businesses, and portfolios.
Design the prominent first section of pages to communicate value immediately and guide visitors toward conversion without requiring them to scroll or search.
Place critical information and calls-to-action in the visible area before scrolling to capture attention immediately when visitors land on pages.
Articulate the specific outcome customers get from your solution to communicate why they should choose you over doing nothing or using alternatives.
Craft clear, compelling prompts that drive specific user actions across platforms, from clicking through to converting.
Display evidence that others trust and use your solution to overcome scepticism and reassure prospects they're making a safe choice by buying.
Display security badges, guarantees, and credentials to reduce purchase anxiety and prove legitimacy on pages where visitors make buying decisions.
