One Primary Job
Agreed before design, so later additions have something to be tested against.
Homepage Design Services
Homepage Design Services Where the Work Is Deciding What to Leave Off
Every homepage problem is an addition problem. Each block was added for a reason, none is indefensible, and the total says nothing. Homepage design services are mostly the discipline of deciding what the page is for and removing what does not serve it — which is an organisational conversation before it is a design one.
We Decide What the Page Is For
A homepage without a stated purpose accumulates one section per internal request.
First Screen Decided
What appears before scrolling, chosen rather than inherited.
Routes, Not Summaries
Clear paths onward beat a paragraph about everything.
Narrow First
Because the phone layout forces the priority decision.
Honest Proof Only
Real logos, real numbers, or nothing.
Homepage Design, Explained
What Is a Homepage For?
Four jobs, and it cannot do all four equally well.
Discuss Your Homepage →- 1
Orientation
What this is, who it is for. Ten seconds, no scrolling.
- 2
Routing
Getting people to the page they actually need.
- 3
Credibility
Enough to make continuing reasonable.
- 4
Action
For the minority already ready to act.
What Homepage Design Covers
The purpose decision, the first screen, and the routes onward.
For organisations with several audiences, see corporate website design.
How We Design Homepages
Agree the purpose, then design against it, then defend it.
Agree the Purpose
One primary job, written down.
Decide the First Screen
What earns the space above the fold.
Design Narrow First
Where the priority is forced.
Build the Routes
Onward paths to the pages that convert.
Measure and Hold
Onward routing, and a rule for future additions.
Subtraction
Why Homepages Only Grow
There is a process for adding a section and none for removing one.
How does the accretion happen?
A campaign needs a banner. A new service needs representation. An award is announced. A recruitment drive needs visibility. Each request is reasonable and each is granted.
None of them is ever revisited, because nobody owns removal and there is no trigger for it. The banner outlives the campaign by two years.
The countermeasure is a written purpose and a rule that additions must displace something. It sounds bureaucratic and it is the only thing that reliably works.
What belongs on the first screen?
What you do and who it is for, in language a stranger understands, plus one route onward. That is usually all that fits on a phone, which is the useful constraint.
What frequently occupies it instead is a slogan that could belong to any company in the sector, over a photograph that could illustrate any of them.
The test is whether a competitor could put their name on your first screen unchanged. If they could, it is not saying anything.
Questions,answered.
Homepage design services decide what the page is primarily for, what occupies the first screen, and what routes lead onward — including removing what no longer serves that purpose.
What you do, who it is for, and one route onward, in language a stranger understands. On a phone that is roughly all that fits, which is a useful constraint.
Because there is a process for adding a section and none for removing one. A written purpose, plus a rule that additions must displace something, is the only reliable countermeasure.
For the minority already ready to act, yes. Most visitors need routing to the page that answers their question, and a homepage optimised only for conversion routes badly.
Ask someone unfamiliar with the business what you do, after ten seconds. If the answer is vague, the first screen is not doing its job regardless of how it looks.
Still deciding if homepage design services is right for you?
Talk to UsThe Banner Outlived the Campaign
Homepages have a clear process for adding things. Someone asks, a case is made, a section is designed, it ships. It happens several times a year and it works well.
There is no equivalent process for taking anything away. Nobody owns removal, nothing triggers a review, and no individual section is obviously the one that should go.
So the campaign banner from two years ago is still there, below the award from three years ago, above the service line that was discontinued — and each of them was, at the time, a perfectly good decision.
Free Homepage Review
Find Out What Your Homepage Is Saying
Send us your homepage. We will tell you what a stranger understands in ten seconds and what is on the page without earning its place.
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