Most B2B websites fail not because they lack sections, but because they lack a clear argument. A great website is a persuasion document, not a brochure.
The argument every homepage should make
Who you serve. What outcome you deliver. Why you are credible. What to do next. If any of these four elements is missing or unclear, the site is leaking pipeline.
Every section on the homepage should either strengthen or evidence one of these four. If a section does neither, delete it.
The order that converts
Hero: outcome and specificity. Not a slogan. A promise the ideal buyer immediately recognises as theirs.
Proof: logos, results, quotes. Placed within one scroll so skeptical buyers see credibility fast.
Framework: how you actually deliver. Buyers want to understand the shape of the work before they trust it.
Objection handling: the two or three reasons buyers hesitate, addressed head on. Silence on objections creates them.
CTA: one primary action, repeated. Multiple different CTAs create decision fatigue and reduce action.
Where The Market Metric fits
This is the operating philosophy behind our work. Explore our solutions, our growth framework, more website design insights or read about how we think.
Frequently asked questions
Should I use a chatbot on my homepage?+
Only if you have the operational capacity to respond in minutes. A chatbot that promises fast help and delivers slow help is worse than no chatbot.
How long should a homepage be?+
Long enough to complete the argument, short enough that a serious buyer can act. For most B2B businesses, five to seven sections is the sweet spot.
Book a strategy call with The Market Metric.
Forty five minutes. No pitch. We map the highest leverage moves for your business and share exactly how we would sequence them.