Lead-generating website
How to structure your website homepage
The words and layout you need to create a homepage that generates leads and accelerates sales.
1. The header:
Start with what your customer wants
What it is:
The very first thing visitors see—the navigation menu, brand message, and primary call to action (CTA).
Why it matters:
- People don’t care who you are—they care how you can help them.
- If your headline isn’t clear, visitors bounce within seconds.
What works:
- Lead with your customer’s desired outcome.
- Keep the navigation simple (e.g., Solutions | Resources | About | Contact).
- Highlight the main CTA (e.g., “Book a Demo” or “Start Free Trial”).
What doesn’t work:
- A vague, company-focused tagline (“We Are the Future of Digital Transformation”).
- Overloaded menus with too many links.
- A hidden or weak CTA (e.g., “Learn More”—what does that even mean?).
Example:
- Say: “Scale Faster with AI-Powered CRM & Automation”
- Instead of: “Welcome to XYZ Corp - Digital Solutions”
2. Impact stack:
Show the transformation
What it is:
The hero section that clearly states what customers will gain.
Why it matters:
- Before someone invests time in exploring your site, they need to see the benefits immediately.
What works:
- Strong, benefit-driven headline.
- Short supporting text (1–2 lines).
- Credibility markers – client logos, testimonials, or statistics.
- CTA button – visible, contrasting color, clear next step.
What doesn’t work:
- A generic statement (“Leading provider of SaaS solutions”).
- Too much text—no one reads a paragraph here.
- No CTA—leaving visitors unsure of what to do next.
Example:
- Say: “Automate Your Sales & Close Deals 30% Faster”
- Instead of: “A Leading Solution for Enterprises”
- Say: “Used by 1,000+ SaaS teams to eliminate manual work & scale effortlessly.”
- Instead of: “Our software has multiple features to improve productivity”
3. The stakes:
What happens if they do nothing?
What it is:
This section highlights the problem—what’s at stake if visitors don’t take action.
Why it matters:
- People don’t change unless they feel the cost of staying the same.
What works:
- Make the problem real (lost revenue, inefficiency, frustration).
- Use statistics or industry trends to back it up.
- Create urgency – why should they act now?
What doesn’t work:
- Assuming visitors already feel urgency.
- Being vague (“Every business faces challenges.”).
- Over-the-top fear tactics that feel manipulative.
Example:
- Say: “Manual data entry is costing your team 10+ hours per week—that’s lost revenue and delayed deals.”
- Instead of: “Inefficiency hurts your business.”
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4. Value proposition
What makes you different?
What it is:
The solution introduction—where you get to talk about what you offer and how it helps.
Why it matters:
- At this point, visitors know the problem—now they need a clear reason to choose you over alternatives.
What works:
- Keep it simple and focused (avoid dumping every feature here).
- Use a bullet list or simple section format for easy scanning.
- Customer-centric messaging (it’s about their success, not just your product).
What doesn’t work:
- Feature overload (“We have 50+ integrations and 200+ customizable fields!”).
- No differentiation from competitors (Why should I choose you?).
- Technical jargon that doesn’t connect emotionally.
Example:
- Say: “Cut down manual tasks by 30% with AI-powered automation—so your team can focus on closing deals.”
- Instead of: “We offer AI-powered workflow automation.”
5. The guide
Show authority & build trust
What it is:
A section that reassures visitors: “We know what we’re doing, and others trust us.”
Why it matters:
- No one wants to be the first to try something new—this is where you prove credibility.
What works:
- Customer testimonials – real success stories build trust fast.
- Client logos – especially if you’ve worked with recognizable brands.
- Industry recognition or case studies – data-backed success stories.
What doesn’t work:
- Talking only about your company (“We’ve been in business since 2005!”).
- Fake-looking or overly generic testimonials (“Best software ever!”).
- No proof—just claims without validation.
Example:
- Say: “Join 500+ B2B teams using our platform to increase pipeline efficiency by 40%.”
- Instead of: “We are an award-winning B2B software provider.”
6. The plan
Make next steps clear & simple
What it is:
A 3-step plan that eliminates uncertainty about what happens next.
Why it matters:
- Buyers hesitate when they don’t know what to expect—this removes friction.
What works:
- Three clear steps – Make it easy to understand how to get started.
- Use icons or visuals – Keep it simple and scannable.
- Position it as low risk – “Get a Free Strategy Call” is less intimidating than “Talk to Sales.”
What doesn’t work:
- No process explanation (leaving visitors confused).
- Overcomplicating steps (“Our onboarding process includes 10 phases over 6 months.”).
- No CTA after explaining the steps.
Example:
- Schedule a Free Strategy Call – We’ll discuss your goals.
- Get a Custom Roadmap – A step-by-step plan tailored to your business.
- Launch & Scale – Implement and see measurable results.
- Instead of: “Sign up and we’ll help you.”
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7. The lead magnet:
Capture high-intent leads
What it is:
An alternative CTA for visitors who aren’t ready to buy but still interested.
Why it matters:
- Not everyone is ready to book a demo—a lead magnet keeps them in your pipeline.
What works:
- Valuable free content – Reports, templates, webinars, checklists.
- Low-friction opt-in – Name + email (long forms reduce sign-ups).
- Positioned as helpful, not salesy – Education over promotion.
What doesn’t work:
- No process explanation (leaving visitors confused).
- Overcomplicating steps (“Our onboarding process includes 10 phases over 6 months.”).
- No CTA after explaining the steps.
Example:
- Say: “Download the 5-Step Playbook for Scaling B2B Sales.”
- Instead of: “Subscribe for updates.”
Final thought:
Keep it simple, focused & story-driven
Time to audit your homepage—does it follow this structure?
- Clarity wins. If visitors don’t “get it” in 5 seconds, they leave.
- Guide, don’t overwhelm. A homepage is a starting point, not a feature dump.
- Be consistent. Your CTA should be everywhere, reinforcing one clear next step.
Assess if your website is captivating audience you want to reach.
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