A homepage for a service business that makes people get in touch

For consultants, agencies, tradespeople and other service businesses: what the first screen of your homepage needs so visitors understand what you do and contact you.

Updated October 1, 2026

A service business sells something people can't see before they buy: your expertise, your time, your way of working. That makes the homepage harder than for a shop with products. In the first seconds, visitors want to know three things: what exactly you do, whether you're any good at it, and how to get in touch.

The first screen of a service homepage

Say what you do, for whom

"Strategy, creativity and results" could be any agency. A visitor needs to recognise their problem:

  • "Roof repairs in Amsterdam and the surrounding area, usually within a week"
  • "Bookkeeping and tax returns for freelancers and small businesses"
  • "Websites for dentists and physiotherapists, ready in four weeks"

The more specific, the faster the right visitors recognise themselves. Read more in how to write a homepage headline people understand. These examples are for fictional businesses.

Show that you're good at it

You can't show a product, so show proof:

  • Reviews from clients, with a name and company
  • Recognisable clients or projects, if you're allowed to name them
  • Your face: a photo of you or your team makes a service business personal and real
  • Certifications or memberships that mean something in your field

Put the strongest of these on the first screen. See trust signals.

Make contact easy

  • One clear button, worded as what happens: "Plan a free call", "Request a quote", "Call us"
  • A phone number in sight if clients often call, especially for local services
  • Lower the threshold: "No obligation" or "Reply within one working day" next to the button

See call to action.

Common mistakes

  • A full-screen photo or video without a message. It looks nice and says nothing.
  • "We" everywhere. "We are a passionate team with 20 years of experience" is about you; visitors want to read about their problem.
  • Only a contact form deep in the menu. If getting in touch takes effort, many visitors won't.
  • A list of every service you offer. Start with the main one; the rest can come further down.

Find out what strangers think

You know exactly what you do, so your homepage always makes sense to you. Let people who don't know you judge it: on StayOrBounce, reviewers answer four questions about your first screen, and you can target a specific audience, for example entrepreneurs if you work for businesses.