In short: the first screen of your home page, what people see without scrolling, must say within seconds what you do and where, give a concrete reason to choose you, offer one clear action, and show a real photo. The rest (your story, the full list of services, the gallery) can wait further down.
Most visitors to a small business website arrive from a search, on a phone. They are not there to discover a brand: they check whether you do what they are looking for, what it costs, and whether someone will answer. The first screen must answer the first question and open the other two. Here is how to write it, with examples.
What is the first screen?
It is the part of the page visible when it opens, before any scrolling, also called "above the fold". On a phone, it fits a headline, one or two sentences, one or two buttons and, often, a photo. It is the only part of your website every visitor sees: those who are not convinced leave without going further.
What goes on the first screen?
| Element | Avoid | Write instead |
|---|---|---|
| The headline | "Excellence at your service" | "Plumbing and drain cleaning in East Austin" |
| The line under it | "Passionate professionals" | "Quote given before we start, same-day service" |
| The main button | "Contact us" | "Text us" or "Get a quote" |
| What happens next | Nothing | "Reply with a time slot the same day" |
| The photo | A stock image | Your storefront, your dining room, your work |
1. The trade and the place, in one sentence
The headline says what you do and where. It is also what Google reads first to understand your page: your trade and your city or neighborhood belong there. A simple test: if the competitor across the street could put the same sentence on their website, it does nothing for you.
2. A concrete reason to choose you
Right under the headline, one sentence that sets you apart: a true detail, one that can be checked. "Breakfast served until 10:30", "we come to you anywhere in Brooklyn", "walk-in visits on Saturday mornings". A precise fact beats an adjective.
3. One main action
One main button that says what you get by tapping it: "Text us", "Get a quote", "Book a table", "Call the office". A second, quieter button can lead to your services. Beyond that, visitors hesitate.
4. What happens after the tap
Next to the button, a line that reassures: "you get a reply with a time slot", "free quote, no commitment". "Contact us" says nothing about what happens next; a clear promise removes the last hesitation.
5. A real photo
A photo of your storefront, your dining room, your team at work or your projects. A stock image illustrates the trade; it does not prove you exist. If you do not have one yet, a well-written first screen without a photo beats an image that looks like everyone else's.
What does a good first screen look like for each trade?
| Trade | Headline | Reason to choose | Button |
|---|---|---|---|
| Restaurant | Southern comfort food in Midtown Atlanta | Lunch menu served in 20 minutes | Book a table |
| Plumber | Plumbing and drain cleaning in East Austin | Quote given before we start | Get a quote |
| Medical practice | Family medicine in Lincoln Park | Walk-in visits on Saturday | Call the office |
| Beauty salon | Braids and natural hair care in Brooklyn | Sulfate-free products | Book an appointment |
Each row names the trade, the place, a checkable fact and an action. That precision is what keeps visitors on the page. The questions BeeVitrine asks each of these trades are on their pages: restaurant, home services, medical practice, beauty salon. For a restaurant or bakery, the whole page is covered in How to build a website for a restaurant or bakery.
What can wait further down?
- the story of the business;
- the full list of services;
- the reviews in detail;
- the photo gallery;
- the team.
All of it matters, but visitors only read it if the first screen convinced them to stay.
What should you keep off the top of the page?
- "Welcome to our website": it takes the best spot on the page and tells visitors nothing.
- A carousel cycling through three slogans: no one waits for the second one.
- A video that starts on its own: it slows the page down on a mobile connection. Google recommends the largest element on the page appear within 2.5 seconds (Core Web Vitals thresholds).
- A ten-item menu: it pushes the headline off the screen on a phone.
- A pop-up that opens before anyone has read the page.
How do you check your first screen in one minute?
Open your website on your phone, without scrolling, and answer:
- 1Can people tell your trade and your city or neighborhood?
- 2Is there a concrete reason to choose you?
- 3Do they know what to tap to reach you, and what happens next?
- 4Does the photo show your business, or anyone's?
- 5Is the headline visible right away?
One "no", and that is where to start.
For this first screen to be found, follow Local SEO: how a small business shows up on Google.
How does BeeVitrine write this first screen?
BeeVitrine writes the first screen from your trade, your location and what sets you apart, which you give in the form. A headline that names neither your trade nor one of your services is sent back for rewriting, and the main button leads to WhatsApp, a call or the form, depending on what you chose. See websites it built or browse the industries.
Frequently asked questions
What should go at the top of a small business home page?
Your trade and location in the headline, a concrete reason to choose you right under it, one main button that says what people get, a line on what happens after the tap, and a real photo of your business.
Should I put a video at the top of my home page?
Rarely. A video that starts on its own slows the page down on phones and delays the headline. A light photo at the top works better, with the video further down, played by visitors if they want.
How many buttons should the first screen have?
One main button, and at most a second, quieter one. The main one states the most useful action for your trade: text us, get a quote, book or call.
Does the home page headline matter for Google?
Yes. The visible headline and the page title help Google understand what you do and where. Naming your trade and your city or neighborhood is more useful there than a generic slogan.