Ever looked at your website and thought, “Is this even doing anything for my business?” If so, this episode is for you. I’m sharing the 10 sections every homepage needs to grab attention, show value, and get visitors to take action. We’ll talk about the small changes that make a big difference, like a clear call-to-action, simple messaging, and a design that makes you look legit. If you’re ready to make your site more than just a digital business card, let’s dive in!

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P.S.  When you are ready, here are a few ways I can help…

• Get Your FREE Marketing Domination Checklist: https://www.seangarner.co/ 

• FREE Marketing Assessment | Discover what's wrong with your marketing & get a FREE customized plan to fix it: https://www.seangarner.co/marketingreport 

• Schedule A Call to Build, Fill and Optimize Your Sales Funnel For More Leads: https://www.seangarner.co/ 

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Subscribe and Listen to the Podcast HERE:📱 

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Sean Garner

Sean Garner is a marketing consultant and Certified StoryBrand guide dedicated to helping small business owners grow and dominate their industries. He created the Marketing Domination podcast to teach people how to combine storytelling with strategic marketing to help businesses connect with customers and stand out online.

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Let’s Connect!   

Website: https://www.seangarner.co/ 

LinkedIn: https://www.linkedin.com/in/seanagarner/ 

Instagram: https://www.instagram.com/seangarner/ 

FaceBook: https://www.facebook.com/sean.garner.927/ 

Twitter: https://x.com/coachseang 

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EPISODE 24 TRANSCRIPTION

Website Homepage Essentials

[00:00] Sean Garner: So if you have a website for your small business and it doesn't seem to be working or converting for you, or you're getting ready to revamp, update, or even build your small business website for the first time, you are not going to want to miss this episode. We are going to give you the 10 parts your website homepage must have to ensure it follows proven storytelling principles so you get more leads, more customers, and your website actually starts making you money.

If you want to make the most out of this episode, go to our website, SeanGarner.co, or click the link right down here below to get the "Click the Client" website template that we're going to be walking through today. If you go to SeanGarner.co, scroll to the bottom of the page, and you'll see it right there: the website wireframe template. Or you can go directly to SeanGarner.co/websitewireframe to get this.

Importance of Clear Copy

So like I said, on your website homepage, if you want it to work, you need to have these 10 sections on your website. And with these 10 different sections, we laid this template and wireframe out for you so you can understand the two aspects of each one of these sections.

Number one, and in my mind one of the most important, is the words. What words are you using on your website to draw customers in and show them how you help them win?

Avoiding Selfish Marketing

The two big mistakes I see with most small businesses and their websites ultimately come down to selfish marketing. First, they don't talk about the problem they actually solve. They just talk about the services they offer. Second, they don't talk about their customers—they talk about themselves and how great they are.

When customers are looking for a business to work with, they’re not necessarily seeking the service itself but the solution to their problem. Most businesses make the mistake of focusing on the service instead of the benefit that comes from solving the customer's problem.

So, really focusing on the words you're using and how they're laid out on the website is going to be very important to ensure it converts.

Visual Design Mistakes

The second thing is how the website is visually laid out and designed. Unfortunately, with a lot of small business owners, their websites look like they made them themselves. This often happens because they were trying to bootstrap when they first got started and didn’t have a big budget for a professional website. Or they thought, "I just need to get something out there to get started."

As the business grows, their digital presence hasn’t grown with it. Sometimes, they had a neighbor or nephew who knew how to make websites and offered to do it, but unfortunately, it still looks lower quality. It doesn’t represent what the business actually looks like today. As the business grows, just like with your physical brick-and-mortar location, your digital location—your website and other digital assets—should grow and reflect that as well.

For many of your customers, this is going to be their first impression of your business. They’ve gone to Google or were referred by someone, so they type in your website. How it presents itself is their first impression of you. It’s not about how long you’ve been in business or all the amazing reviews you have—they’re not going to know that right away. They’re not going to know your experience. They’ll only know what we allow them to see.

That’s why we want it to visually stand out from the competition. So, let’s dive into this guide and show you the 10 sections your website must have if you want it to convert.

Crafting a Strong Website Header

The first part of your website, which is the most important section, is called the header section. The header section includes everything you see before you scroll. For example, on our website, SeanGarner.co, this is the header—it’s everything you see before scrolling down.

In a typical layout, your logo should be in the top left-hand corner for brand recognition. The main call to action should be in the top right-hand corner and repeated somewhere toward the center or the bottom left-hand corner, depending on the design.

This section is the first thing your visitors see and should quickly answer three questions: What do you do? How do you make my life better? What do I need to do to get it?

People don’t read every word on a website—they scan it. That’s why your website copy shouldn’t be big paragraphs. Instead, it should be short, punchy bullet points that grab attention and explain key details quickly. When scanning, users often follow a Z pattern. They’ll look at the logo in the top left, move to the call to action in the top right, and then scan diagonally across the page.

Your logo in the top left should provide instant brand recognition. For instance, if you’re "Half Moon Plumbing," your logo should clearly reflect that this is a plumbing business.

The next key element is your call to action, which needs to be clear and direct. A common mistake is using vague calls to action like “Learn More” or “Contact Us.” Nobody wants to do those things. Instead, be specific and direct. For instance, if you want them to call, use “Call Now” and include the phone number as a clickable link. If you want them to book an appointment, say “Schedule a Call” or “Book Your Appointment.” Avoid passive language because it shows a lack of confidence, and customers will likely choose a business that clearly directs them on what to do.

Your headline also needs to stand out and focus on what the customer wants. For example, “Dominate Your Industry” might work for a business like ours. The subheadline should clearly explain what you do, like “We are a StoryBrand marketing agency for local business owners.”

For visuals, I recommend using a video in the background, especially for local businesses, as it adds personality and highlights the service area. If you don’t have a video, include a high-quality, happy photo. This could be of your customers or, if you’re building a personal brand, a professional hero shot of yourself.

This header section is the most important part of your website because it earns the scroll. If this section isn’t enticing, visitors will leave your site, leading to a high bounce rate. They’ll return to Google and find someone else who clearly explains what they do, how they’ll make the customer’s life better, and how to get started. Many businesses assume their website does this, but most fail to be clear and direct in answering these three key questions.

Creating a Value Stack to Highlight Customer Benefits

The next section on the website is called the value stack. The value stack should highlight the three main benefits or successes your customers will experience when they work with you.

There are a couple of approaches you can take here. One option is to list your three main services, and we’ve done that a few times. However, what works best is focusing on the three benefits your customers will experience if they choose to work with you.

For example, let’s say your business is about sales funnels. You could highlight your process: “We build, fill, and optimize sales funnels.” Alternatively, for a health-focused website, the value stack might say: “Boost your immune system, enhance mental clarity, and recover quicker.”

For a plumbing business like Half Moon Plumbing, the value stack might include: “Find permanent solutions, get clear upfront pricing, and restore peace of mind.” These aren’t just features—they’re tangible benefits the customer will gain.

It’s critical to always tie every feature you highlight on your website to a benefit. Instead of focusing solely on what the feature does, explain how it will positively impact the customer. This approach connects with the customer on a deeper level, showing them what they actually get from choosing your service.

The Stakes Section

The next section of the website is the stakes section. Often, people misunderstand this as just a negative or “Debbie Downer” part of the site, but that’s not the case. The purpose of this section is to remind your customer of the problem they are facing.

We’re not using fear tactics or trying to scare anyone. Instead, this section shows that we understand the challenge they are dealing with. Remember, our goal isn’t just to sell services or features through our website and marketing. It’s about clearly communicating the problems we solve and the benefits the customer will experience after the problem is resolved.

In the stakes section, this is typically done in a concise and visually simple way. A common layout is to have a centered paragraph with a headline and one to three sentences. The text reminds your customer of the difficulty they’re facing, showing empathy for their situation. It’s about making them think, “Yes, this really is frustrating to deal with.”

Visually, this section should follow a clear flow. For example, text on the left and an image or video on the right. If using a video, the text is often centered. This layout makes sense because, in Western culture, we naturally read left to right.

The stakes section isn’t meant to be a large block of text. Instead, it should be short, punchy, and to the point. It reinforces your understanding of the customer’s pain points while setting the stage for the solutions you offer.

The Value Proposition Section

The next section that we have is called your value proposition. So once this right here is where we hit them with the value of exactly what we offer. So this isn't just necessarily always listing the features that we do.

We can do that, but we want to again show the every, if we do list our features, we want to connect every feature with a benefit. So this is where we want to showcase like our product offering the services maybe that we, we provide. And we always want to tie every feature with a benefit. So for example, it's not just, you know, web for us, it's not just website design. is stand out online with a digital footprint that represents the quality of your business. Like that's the benefit that you're getting from having.

a website. So we always want to list the feature, the benefit with every feature that we showcase. And we want to show customers what we do. 

The Guide Section

The next section is the guide section. This is the first part of your marketing where you actually talk about yourself as the guide to your customers. Too many websites spend 90 percent of the time talking about themselves, awards they’ve won, how long they’ve been in business, and all of this stuff, and they talk about their customers very little.

We still want to talk about ourselves on our website so our customers know who we are, but we want to do it in a way that positions the customer first. We accomplish this by not making ourselves the hero but instead positioning ourselves as the guide. We do this with two key elements: empathy and authority.

Empathy is showing that you understand what it’s like to deal with the customer’s problem. For example, “We know how frustrating it can be to handle X, Y, Z” or “We believe it’s wrong that you’re still struggling with X, Y, Z.” This makes your business relatable and shows you genuinely care about helping them.

Authority is proving that you’ve successfully solved these types of problems before. This is where you include testimonials, awards, or specific achievements. Highlighting results you’ve delivered for others builds trust and confidence. A great way to establish authority is through video testimonials. A direct, specific result from a past client is much more impactful than vague praise. For example, instead of “Dave is a really nice person,” you want, “Dave helped me lose 12 pounds in 12 weeks.” Or, “Jeff completed my appraisal and delivered it in 24 hours.”

Always aim for testimonials that showcase specific results and outcomes. This combination of empathy and authority positions you as a relatable, capable guide who can help your customers achieve their desired outcomes.

Pricing and Packages

The next section is your package and pricing. On this section, as you can see in the guide layout, a good format might include a block of text with a couple of testimonials. Adding headshots to these testimonials always helps with the layout. Avoid generic quotes or screenshots from cell phones. While some people think those look more authentic, I don’t believe they look professional. I prefer using high-quality headshots.

Ask your customers if you can use their headshots from their social media profiles. If you work in B2B, you could also use company logos in this section. Visually, you can lay it out with a strong headline that shows you understand what your customers are dealing with, followed by one or two sentences describing how you’ve handled similar situations in the past, and then client testimonials.

Next comes your pricing and packages section. A great layout is to organize these in columns, listing the package name and everything included in it. Whenever you’re listing your packages, always tie the benefits to the features. For example, list the features in bullet points but explain how each feature benefits the customer.

There are two approaches to this. Some businesses prefer not to list prices on their websites to avoid price shoppers who may not see the value without a conversation. If that’s your strategy, you can still include this section to show your service offerings or packages without revealing prices.

For example, on our site, we list the services we provide under our value proposition, then outline our packages, showing how we bundle these services. You don’t necessarily need to include prices. There are pros and cons. Listing prices can slow down lead flow unless you’re the discount option or the lowest-priced provider in your area. If you’re mid-range or upper-tier, I don’t recommend listing prices as it may discourage potential customers before they understand your value.

However, if you’re getting a lot of unqualified leads—people expecting much lower prices—listing starting prices can help set expectations. For instance, you can write “Prices starting at” followed by your lowest-tier price. This way, you give clarity without potentially turning away those who may otherwise see the value in your higher-tier options.

Creating a Clear, Three-Step Customer Plan

The next section is, in my mind, one of the most important sections on your website. I would rank this as number three. Number one is the header, number two is the guide, where people see social proof that you've actually delivered results, and number three is the plan section. I love a good plan section.

The plan section outlines three steps that customers or potential customers need to take to solve their problem and work with you. Typically, for us, it's something like schedule a call, get your custom plan, and achieve results. Even though this sounds simple, it soothes the customer’s mind to know the process of working with you.

For example, if it’s a home service company, a customer might wonder, “Do I fill out this form? Then what happens? Will someone call me, or do I need to call them back later?” We need to be very clear. It could look like this: schedule your assessment, we come out to bid, and now your problem is solved.

When creating this three-step process, the first step should be your main direct call to action—what they need to do first to start solving their problem. The last step should show what success or the happily-ever-after outcome looks like after their problem is solved. Then, fill in the gap in the middle. For example, they’ll reach out, book their appointment, feel amazing. In between, you perform an assessment, create a custom plan, or fix the issue—whatever it is.

I also recommend using icons to visually showcase the steps. Our design team creates custom icons for clients, which makes the process visually engaging. List the steps clearly as step one, step two, and step three so customers know exactly what they need to do.

The next section is the explanatory paragraph. This section is for SEO purposes. On your website copy, you want to include keywords to ensure you’re showing up in search results. Most of the website will have bold, punchy, chopped-up headlines and bullet points that are easy to scan.

The explanatory paragraph is where you can include all the necessary text. If you have a lot of copy on your website, remember people won’t sit there and read big blocks of text. Instead, you can use design elements like a "read more" section or a pop-out FAQ format.

For example, visitors could click "read more," and it opens up additional text. This improves the user experience while still allowing you to include the copy for SEO purposes. Huge blocks of text are visually overwhelming, but a section like this ensures Google can read your copy.

This section follows a good storytelling framework while including the keywords that help your business show up on Google.

Adding a Lead Magnet and Footer for Additional Engagement

Now, these last sections here, you don’t have to include this one, but I very strongly recommend that you do. This is why most businesses aren’t getting enough leads from their website—it’s because they don’t have a lead magnet.

You need some type of place on your website for customers who aren’t ready to buy yet, where they can put their name, email, or phone number in exchange for something of value. It can be something as small as what this business here is doing—one of our clients is a med spa, and they just offer a discount. People can enter their name and email for that discount.

For us, we have tons of lead generators. We’ve got the marketing domination checklist, the free marketing report, the Google review scripts, and the website wireframe template that we’re going over. We offer tons of valuable things just in exchange for people’s emails or phone numbers, depending on your business. This way, we can follow up with them.

If the only option you give people on your website is to buy from you, you’re going to limit your sales because you’re eliminating the chance to follow up with prospective customers who aren’t ready to buy yet. I definitely recommend having a good lead magnet on your website. These are simple to create and don’t have to be fancy, especially when you’re starting out.

Your lead generator should do three things. Give them value, like a quick win. Have a clear, catchy title. Position you as an expert guide so people want to work with you.

After they download this, plug them into your email marketing tool or CRM so you can drip out emails to stay top-of-mind. This way, when they are ready to buy, they’ll think of you.

The last section is your footer, or what I call the “junk drawer.” If you look at the examples we’ve provided, you’ll see how this section works. I personally don’t like having a ton of menu links here. For example, on our website, we keep it simple with just three links at the top, and we do something similar here in the footer.

However, lots of businesses have many pages they want to direct people to. From an SEO perspective, we do want those links nested on the homepage because we don’t want Google to have to click more than two times to find those pages. So we put those links in the footer.

This section is where you can include resources, employment pages, or anything else you want accessible to customers but not something that drives them to purchase. No one is going to your website thinking, “I won’t hire them until I read their About page.” That’s not how people make decisions.

This is why we wireframe websites using this structure. We want to apply proven storytelling principles to collect leads and drive purchase decisions.

Your website, when set up properly, should act as a digital storefront sales associate. It shouldn’t just be an advertisement where people see pictures and read about how long you’ve been in business.

It should make you sales. And the only way it’s going to do that is if you follow this proven storytelling framework to convert your prospects into customers and eventually turn them into super-fan customers for life.

Go to our website at SeanGarner.co/website-wireframe, or scroll to the bottom of the page and click on the website wireframe template. Enter your name and email, and we’ll send this guide to you.

Use it to review your current website and see what sections are missing. Or, if you’re starting to design your new website, include these sections in your layout.

And if you don’t want to deal with it yourself and want us to create an amazing website that helps you stand out and dominate your industry, go to SeanGarner.co. Book a call with me so we can dive into your business, your goals, and your vision, and we’ll help you bring it to life.

Thanks for watching, and have an awesome day!