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How to Craft a Homepage that Converts

Your homepage is likely the first thing that people will see when they come to your website. It’s your first impression, so make it a good one!

We speak to Julie: designer, developer and head boss babe at Jules Design. Julie specializes in building brands and websites for health and wellness pros. Her signature design method, The Wellness Website Method, takes a holistic and thoughtful approach to design. Her unique process combines beautiful design, copy that converts and marketing strategy to create a website that’s truly made to sell.


Your homepage is a place to attract your ideal client and repel those who aren’t a good fit for your offering. By establishing who you serve, up front, you’ll remove any confusion and increase inquiries from those dreamy ideal clients. And that, my friend, is what we want from our websites! We want more of those dreamy ideal clients and fewer inquiries from those that aren’t a great fit.

Establish a Goal for Your Homepage

Ask yourself, what action do you want users to take on your site? Use the prime real estate at the top of your homepage to drive people to take this action.

Let’s say you’re a Health Coach who helps busy Moms get clear on how they can practically include wellness in their everyday lives. And, your number #1 website goal is to grow your email list with Moms who fit this demographic.

You’ll want to create an enticing opt-in incentive that’s made just for your ideal client.

Something like…

  1. 5 Smoothie Recipes for Busy Moms
  2. An At-Home 15-Minute Workout Video for Busy Moms
  3. A Checklist of Practical Self-Care Activities for Busy Moms

Did you notice how I specified who the opt-in was for? Doing this attracts the right people and repels those who aren’t a good fit. The goal is to get the right people on your list, not everyone.

Include a Photo of Yourself

Building trust as a health + wellness pro is imperative to running a successful personal brand. Including a photo of yourself on your homepage will help build that connection early on.

After all, it’s one of the first places a potential client is going to visit. If you’re not on the homepage it’s confusing and can even make you seem less trustworthy.

When I’m working with a client on their website design, I love putting photos of them right at the top of the homepage. As a wellness pro, you’re running a personal brand. So, your smiling face should ideally be the first visual someone sees on the page.

But as long as you have a picture towards the top of the page, you’ll build that connection quickly with your ideal client. And connection = more client conversions.

Add a Testimonial or Two

Testimonials are a fantastic way to build trust with your website visitors and showcase the value of your services. They provide proof to your ideal client, that you helped someone with the exact same pain points that they have, right now.

The testimonials on your homepage should be your strongest, So focus on the results your clients achieved here. They should show how your health + wellness offering took someone from point A (where they were) to point B (the final result you delivered).

Testimonials are important. But, because they don’t ask your ideal client to take an action, they aren’t the most important element that you’ll add to your homepage. For this reason, I like to place 1-3 testimonials towards the bottom of the homepage. This will build trust and show how powerful working with you can be.

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Keep Things Simple & Take Action

I get it; it can be tempting to put anything and everything on your homepage so that you don’t miss something important. This is especially true if you don’t have a plan in place. But this is actually a big mistake.

The reason being is that your homepage is a handshake. It’s your introduction to who you are and what you do. You want to invite users to learn more, not bombard them with anything and everything you’ve ever created.

Get back to the basics and focus on your goals. What are the top 3 goals for your website? Let’s say you want to grow your email list, promote your new nutrition course, and book consultation calls. Your #1 goal should be at the top and your secondary goals should be referenced in the next two sections on the page.

By guiding users around strategically you’re creating an experience for your ideal client. You determine how you want someone to use your website and where you want them to go next. This puts you in control.

Now you know exactly how to guide users to take the action you want them to on your homepage. It’s really about speaking to your ideal client, creating a plan, and building trust.

Find out more about Julie on her Instagram and website.

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