The Homepage Blueprint that prints $30K/month

what separates a $30,000 a month service business homepage from one that barely gets even one contact form submission after rebuilding homepages for everyone from therapists to locksmiths I kept seeing the same pattern it wasn't about fancy design or better branding it was about putting 10 specific elements in a very specific order think of it like a combination lock when you get the sequence right everything just clicks and right now I'm just handing you the combination so let's take a look at the homepage blueprint that gets everything right and we're going to start right at the

top so the first thing you need is this top section we call this the hero section it's just at the top of any website you see on the homepage and this is a very important section it has a lot of heavy lifting to do we need to communicate some really key things here because if you don't say the right things here no one's ever going to scroll down any further so we need to impart a few things here first of all what do you do secondly why does that matter and thirdly how do they get

it so what I like to do is use the headline right here to talk about the specific result that you get for your clients what are they going to ultimately end up getting when they work with you that's the promise that you want to put right up here but you're not done yet because just because you've given them that that result that outcome they still need to know where exactly do you fit into the picture right in other words what do you do to get them that result so I like to use the sub headline

right here to give the context so if the headline talks about how you will change every facet of their life for the better the sub headline needs to talk about how you do that are you a life coach are you a doctor are you a therapist because even if you get this part right if this is still lacking then people aren't going to know what you do they're going to tune out and they're not going to go any further so it's really important to have all of that next you need to address how they can

get started with you right now and that is what are called action buttons for now what you don't want to do is call this something like contact us because that's weak it doesn't really uh say exactly what's coming next that's why you want something more like the way I have it here you know schedule your consultation it actually says what's coming next people need that kind of handholding before they're going to feel comfortable doing anything so that's the basics of a hero section but there are a few more things we can add that's going to

help amp it up and get people even more interested so the first thing is this bit right here it's what we call social proof so anything you can do right up at the top of the the website above the fold that can uh talk about results you've gotten for people or just five star emojis testimonials anything like that goes a long way so you know each of these would ideally be a picture of a customer and then this says you know over 500 happy client and counting that could also be a little mini quote from

somebody there's a lot of different ways you can do it but it does really help to have some kind of social proof right up there the other thing you can do that kind of will take this a bit above and beyond is by adding these guys right here basically three little check marks of actual outcomes or results that people can expect when they work with you these are not features they're not really even benefits they're like the actual outcomes so if you can add those right up at the top here you're going to be golden

and of course you've got this big photo right up here now what you probably don't want to do here is just have some kind of a a skyline photo or a picture of you or of your team what you want instead are real happy customer photos and when I say real I don't mean they have to actually be pictures of your customers they need to be representations of your customers so you know if you're a financial planner you wouldn't want to have a picture of yourself here you know wearing your your little tie what you'd

want to do instead is actually have a photo of someone meant to be your client who is just sitting there maybe they're sipping coffee on their nice porch and they're just feeling very Serene they don't have a financial care in the world so you're using your visual to help reinforce the story that your headline and subheadline are telling okay so that was a lot for the hero section there's more to come though so let's go down to the next section which is the problem section so this is where you lay out just like it sounds

the problem they're currently facing so when it comes to a really well done homepage it needs to tell a bit of a story kind of that hero's journey where you the business owner are not the hero your client is the hero so it needs to talk about what they're going through right now maybe what they've already tried that didn't work that kind of thing and you really want to paint the picture here I like to actually sometimes use bullets rather than just paragraphs of text and you can say something like does this sound familiar and

then you would put in you know problem one problem two problem three or like symptoms of the problem that they can recognize then and only then after we've properly painted that picture do we want to go down to the solution section so this is generally where you will make your first appearance as not the hero of the story but the mentor that helps guide your client to their ultimate success and their ultimate desire so here's where you're going to talk about you know what did you see in the marketplace that was broken that really needed

to be fixed you're going to talk about your understanding of their problem right you're going to talk about how you understand what they're going through then you want to bring up your own authority so you want to talk about why you're uniquely qualified to help them through it because if you just you know say you understand them but you're no more qualified than they are to help them through it it's going to fall in deaf ears and if you're all authority without the understanding part then they're really going to have a hard time connecting with

you so you really need both and you don't need a big section to do it like something like this is actually a good length for your solution section and then of course we've got an image right here this is where you know ideally you would come in for the first time we would want to see a photo of you or your team just so that we can see that you're an actual human being behind the business CU that's important to people no one just wants to hire a nameless faceless Corporation they want to work with

someone who they feel gets them and ultimately feels like a real person to them so that's why I like to actually bring in your own photo here not up here not in the hero section right here is the first time they would see you okay moving along to our services section now obviously if you don't have multiple Services you can just get rid of this but if you do this is where you would want to really list out what they are you don't need to put every single service to offer if you have like 20

you'd probably want to pick out the three to five that make up the bulk of your business I like the 80% rule so whatever Services make up 80% of your Revenue those are the ones that you want to concentrate here on so and then each one of these should ideally link out to the service page where they can learn more about that specific service and you can talk more about it in a way that's specific to that service okay moving along now we have a really important one this is the benefit section not to be

confused with features features are things benefits are basically like actions or results that come out of that thing I would like to tell the story of Steve Jobs with the iPod so back when you know MP3 players were first coming out everybody else before Apple was talking about them in a way of like 256 megabytes they' even talk about like the materials they were made out of and stuff like that but then Steve Jobs came around and thought to himself you know I don't think anyone really cares how many megabytes this is like maybe some

people will most people care about what this is actually going to do for them so what he came up with was he said this amazing little device holds a thousand songs and it goes right in my pocket that is a benefit the storage is the feature what you're able to do with it is the benefit so keep that in mind you just want to list all three out here and three is a good number by the way three are brain kind of work in threes and if you started adding too many here it would dilute

the impact of them so three is good I would do no less than three no more and then you also want some kind of a visual to represent each one of them just as a visual shorthand so it can be icons like we have here it could be photos so then you just want to title each benefit and then here you want to give a short description of it it should touch on the feature that makes that benefit possible and then it should go even one step further and really say like what's the deeper meaning

of that so if benefit one here were you know carry a thousand songs in your pocket the description might say something like one gigabyte of storage gives you the freedom to listen to whatever song you want to that's the real meaning so never miss an opportunity to bring both the benefit the feature and the deeper meaning into this section it's going to hit a lot better okay so next we have what we call the process section so depending on what you do even if you think it's very straightforward people still have questions about you know

how is this all going to work the best thing you can do is make it extremely easy for them to understand the process that it takes to not only get the ball rolling with you to work with you but what happens after that and then how does it all end up and the way this works best is if you have one two three steps no more because here's the thing what you offer might take you 20 steps right but you don't want to list all the steps you take here having a simple three-step process makes

it feel like you have everything under control and they don't have to worry about all the little nitty-gritty details so is Step One is always going to be very much in line with your call to action so if that's scheduling a consultation that's what you want to label this as if it's booking a call you would repeat that there then in the description you're going to talk about you know exactly what they need to do and what the benefit of that step also is then in step two this is where everything pretty much gets condensed

down this is like where all your steps become the simple step for them so it's something along the lines of this is where we do all the work we talk with you we figure out the plan we Implement that plan so then step three it's kind of a cheat it's not so much a step as what's that end story result that people can expect where they just get to enjoy the benefits moving along so now we have the testimonial section so remember we had a little bit of social proof up in the hero section but

now you need to expand on it you need to actually show some stories of people who you've helped because no one wants to go first right everyone wants to think that you've helped other people before that's what's going to give them the reassurance that you can do for them what you've done for others so the way I have this here you know feel free to Riff on it but I like to have some kind of a a video testimonial here if possible cuz here's the thing video is very hard to fake right if someone is

actually talking about their experience with you their emotions come through and unless they're like a Merl stre caliber actress it's really hard to fake that so that's why I think a video testimonial is really key it just um builds a lot of trust and if you have that you would still want to include some of the written words like pull out the best pull quote from that video so that if they're not going to watch the video they at least get the gist of it right here you always want to include a fstar graphic with

any testimonial just so it visually looks like a fstar review testimonial what have you it's a little bit of a visual shorthand so that's if you have a video or even if this is just a photo that's fine too you would want one you know kind of featured case study or testimonial then you can hit them up with three smaller ones so this kind of length is great because it's really going to hit hard and just be Punchy and what you ideally want to do is like take the heading and whatever this review is about

let's say you save them two hours a week The Heading then should say save two hours a week right so if they don't read all of this they'll still at least read the headline and they'll get the gist so that's why you want to include that and then here we have a photo we want to always include a photo of the testimonial subject whenever you can because if people can see that someone believes in their review enough to put their face behind it publicly rather than just anonymously it tends to psychologically hit home a lot

harder so if you can possibly get those photos use them next we have the features section so remember uh we talked about the benefits before benefits are always better than features they they convey more right of a result of an outcome but at the end of the day benefits are emotionally driven which is good 9 95% of people make their buying decisions based on emotion but the thing is once they get that emotional Buy in a lot of them still need to do like their homework to check out the boxes to make sure that their

emotions aren't wrong in other words I have this feeling but now I need to do my homework to figure out and make sure this is a logical decision that I want to live with so that's why the feature section is important it kind of checks off the right box in their brain at the right time which is at the end when they're getting close to making that decision so now they just want to be able to you know check the all these things off in their brain so you could do it this way and just

include you know the features you offer right 24-hour support a dedicated Point person anything like that but you can go a step further by comparing your features with your competitors so if you have a better uh lineup of things that you offer that your competitors don't or you would do a better version of it it makes a whole lot of sense to say you get all these things with us check check check but with them you don't and then you've got all these X's here kind of just visually denoting that you know what they get

with you versus them and by the way it's okay if some of these things have check marks you know what I mean like you you don't have to say everything is terrible about your competition sometimes it'll look even better if it feels a little bit more kind of even sided but at the end of the day you want your business to come out ahead so you do if you're going to do this you need to have more check marks in your column than they do in theirs okay next up we have FAQs so by the

time they're this far down the page they're probably pretty invested they're pretty bought in but they might have some lingering doubts and just general questions that make them wonder if they're a good fit so what I like to do here is I think you know six questions is about right on the money in terms of amount of them you can have a dedicated AQ page somewhere else with with more but I think six is good on the homepage and you know what I would do I would make you know some of these maybe every other

one be less of a question and more of an objection that you're handling so if you know that people are hesitant to hire you because of your pricing maybe you're a higher price point than your competition one of these questions could be you know why can't I go with someone cheaper for this kind of work and then you would just explain you know well you could go with someone cheaper but here's what you're likely to not get and here's what you will get with us so you're basically taking that objection and you're rephrasing it as

a question and then you're using your best argument or rebuttal as the answer so I like to do that right here I think it's a smart almost closer on your homepage but we have one more section on the homepage and that is your call to action so basically it's a Hilary at the very end you're saying hey you've read all this stuff now how about it like let's get down to business so you're just going to ask him a question are you ready to get started this probably should have a question mark on it and

then you're just going to hit them up again with your called action button same as you had up in the hero but even knowing this there's still a lot that can trip you up along the way and that's why I just updated my super popular masterclass training how to build a client generating website that sells your services for you it's got you covered showing you what other Pages your site needs which ones actually push clients away and how to get it all built without a single line of code in just about an afternoon so click

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