I know what you came here for: a simple website structure to guide your home page copy. Skip straight to that home page template here.
However, if you're new to website copy and structures, start by understanding the following need-to-knows.
Basic knowledge needed to structure a website:
What's the best way to organise a website’s navigation?
Your website navigation should be intuitive and minimalist. Limit the number of primary menu items to no more than 5–7, making sure they reflect your key services, products, and important content (like testimonials or a blog). With the structure you're using, each scroll should introduce a different section that can be mirrored in your navigation for easy access. Ensure each item is clearly labeled, guiding visitors to the content they expect.
How many pages should a website have?
A streamlined website can thrive with 4–7 essential pages: Home, Services, About, Testimonials, Blog, and Contact. For your home page, this layout allows you to highlight important sections without overwhelming the visitor. Other pages should branch off from the home page, covering deeper content without adding unnecessary complexity to the navigation.
What’s the difference between a homepage and a landing page?
A homepage provides an overview of your business, showcasing different sections like services, testimonials, and blogs, just like your template. A landing page, on the other hand, is focused on a single offer or goal—whether it's driving sales, generating leads, or promoting a launch. Use landing pages when you want to target specific campaigns or audiences with a clear, singular action.
How important is a mobile-friendly website structure?
Absolutely critical! Your home page structure needs to be responsive so that each scroll section is easy to navigate on mobile. Features like the hero section, CTAs, and testimonials should resize and reorganise for small screens, ensuring a seamless experience. Mobile-first design isn’t optional anymore—it’s a must for keeping users engaged and improving your SEO.
Where should I place my calls-to-action (CTAs)?
Place your CTAs at key conversion points. In this template, prime spots include after the top service section (2nd scroll), at the end of the “about you” section (3rd scroll), and after testimonials (5th scroll). Each CTA should be simple and direct, guiding visitors to book a consultation, view services, or read more. Repetition works, but make sure each CTA is natural and relevant to the content nearby.
Website home page structure
Revamping or creating your website for the first time? There's no magic formula, but there are several tried-and-tested templates you can follow to go from a blank page to a professional home page.
Here's what I recommend, as a copywriter who's written for Coca-Cola, IBM, and Moody's:
Home page
HERO 1 sentence, ideally less than 6 words. (This does NOT need to explain your whole offer, just be memorable.)
1st scroll
What does the audience need to know about you vs. your peers? (No need to state explicitly, this is a prompt.)
2nd scroll
Top service you offer OR timely product launch (Keep this updated depending on what you’re pushing NOW.) Don't forget the CTA!
3rd scroll
Warm sentences about you, and how you help.
4th scroll
Twist the knife, gently. (Create some urgency of working with you, by speaking to their struggles and as yet unfulfilled hopes.)
5th scroll
Show off testimonials, doing so in a carousel works best.
6th scroll
If you have multiple products or services, showcase them more briefly here than on your home page with short CTAs.
7th scroll
Add a blogs carousel or featured content.
At the end of your home page, you might add contact details within the footer, but ideally all your CTAs would take visitors directly to a contact form.
Copy matters; structure matters more
With the right structure, your website’s home page can guide visitors seamlessly from first impression to a clear call-to-action. The same applies to your structure as your home page copy: the key is simplicity. Each scroll should give visitors what they need to feel confident about your services or product without overloading them.
Follow the template above to give your site the kind of flow that keeps people interested and—most importantly—motivated to engage. And if you don't want to do all of this yourself, reach out to an expert who loves to perfect websites for marketing purposes.
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