Homepage structure that gets calls

1) The real goal of a homepage

Your homepage has one job: move a visitor from “not sure” to “I should contact them.” The fastest way to do that is a clean funnel: who you help → what you do → why trust you → how to start.

Most sites fail because the visitor has to “figure it out.” If they’re confused, they bounce.

2) Above-the-fold that converts

Above the fold should answer these in under 5 seconds:

• What do you do? (“HVAC repair + installs” / “Glass & shower doors”)
• Where do you do it? (“Seattle · Bellevue · Tacoma”)
• What should I do next? (“Call” or “Request a quote”)

3) Proof that doesn’t feel fake

Proof isn’t just testimonials. Proof is anything that reduces risk:

• Before/after photos, simple case studies, or recent projects
• Reviews (even a small selection) + a link to the source
• Badges that matter (licensed, bonded, insured—only if true)
• Clear expectations: response times, estimate process, service area

4) Services snapshot (not a wall of text)

Don’t try to explain everything on the homepage. Give a clean “menu” and route people into the right next page. A good services snapshot is:

• 3–6 services max on the homepage
• Each one gets 1–2 lines explaining who it’s for
• Each one links to a dedicated service page (best for SEO + conversions)

5) FAQs that remove friction

FAQs should answer what stops someone from contacting you:

• Pricing expectations (“How estimates work”, “What affects cost”)
• Service area + scheduling (“Do you serve X?”, “How soon can you come out?”)
• Trust/risk (“Do you warranty your work?”, “Are you licensed/insured?”)
• Process (“What happens after I submit the form?”)

6) Quick homepage checklist

• Clear headline: service + location
• One primary CTA repeated across the page
• Proof section (photos/reviews/projects)
• Service snapshot that links deeper
• FAQ that removes friction
• Fast on mobile (no heavy sliders, compressed images)