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The #1 Most Important Element to Your Home Page Design

Your company’s value proposition should be the front and center element to your homepage. Learn what one is and why it’s critical for your homepage.

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by Eric Sharp

If you had to choose just one element to your home page design, what would it be?

A “Welcome to our website” sentence? Social media icons? Pictures of your products? Description of your services?

How about a large, auto-rotating image slideshow? (Please don’t choose this.)

Of course, you would never put just one element on your home page — things would look quite bare, right? However, a home page is not a smorgasbord.

Home Page Design Most Important Element

If you wanted to put your energy towards getting a single element right, what would it be?

I'd recommend your company’s value proposition.

What is a value proposition?

A value proposition is a clear statement that explains what benefit you provide for who and how you do it uniquely well. It describes your target buyer, the problem you solve, and why you’re distinctly better than your competition.

NOT a value proposition:

Revenue-focused marketing automation & sales effectiveness solutions unleash collaboration throughout the revenue cycle.

I have no idea what that means. Do you?

A value proposition is for “people to read and understand. It’s not a slogan or catch phrase”, says Peep Laja of ConversionXL. (See his examples of useful value propositions)

More about designing a homepage

Why your value proposition needs to be on your home page

Your home page is an excellent placeholder for your value proposition for two main reasons:

Reason #1: Your homepage is the “birds eye view” of your company

If people come to your website through the home page first (which, is becoming less commonplace for websites), they’re seeking a high-level understanding of your company, product, or service. A well-written value proposition remedies that. It also affirms they’re in the right spot and helps encourage a deeper dive into your site.

Reason #2: Your homepage is your website’s “reset” button

When’s the last time you followed a link to a website, started scanning (because we all rarely read) and your conscious stops you with a:

OK, what is this website about and how can it help me?

Your homepage serves as a reset button when people enter your website through a different page (e.g. Blog post)

Regardless if you’ve arrived via a Blog post, FAQ page, or press release — that website’s “Home” link is your reset button. By clicking “Home”, you’re seeking to reorient quickly with the website and determine if it can further help you.

A value proposition — which needs to be front and center on your home page — answers both questions (“what is this about?” & “how can it help me?”)

Learn how to get your value prop into your website in under 2 minutes

The risks of not placing your value proposition on your home page

What happens if you prioritize that generic slideshow or carousel (which are bad for usability & SEO and conversion killers) over your value proposition?

Without a clear value proposition, your home page design will carry two major risks:

  1. your blandvertising (a wishy-washy marketing claim), frustrates and confuses people — and they leave your website

  2. your ideal customer/client concludes your company can’t help them — and they leave your website

The takeaway here? *Poof!* they’re gone if you don’t get this right. I believe many homepage’s suffer a high bounce rate because they’re void of a value proposition.

We'll Improve your Website in 48 Hours for just $499

Stick your website under a microscope and receive 10 actionable ways to make it better. Includes:

✔ 60 Minute Virtual Meeting
✔ Detailed PDF Document
✔ Recorded YouTube Video

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Worth every penny!

Ferit R. PinnerTest

Your Home Page’s Design is not a Smorgasbord

Don’t overthink this.

Designing your home page can bring a lot of paralysis through analysis, but it shouldn’t. Your value proposition should be your #1 focus when prioritizing information in your design.

Once you nail it, start mixing in these 7 other homepage ingredients.

We believe a conversion-focused website — paired with the proper traffic, content, automation, and end-to-end ROI measurement — equips B2B technology companies with a real asset to scale their business.


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