What to actually write on your homepage

A homepage doesn't need clever words. It needs to answer, fast, the questions every visitor is silently asking. Here's the short list — and the things you can safely cut.

Say what you do, in plain words

“Wood-fired bistro in Brussels.” “Bike sales and repairs in Ghent.” Not “artisanal experiences” — what you actually do, the way a customer would say it.

Say who it's for and where

Naming your town and your customer does two jobs at once: it reassures the visitor and it helps you show up in local search. Skip it and you blur into everyone else.

Make the action unmissable

Book a table, call, get directions — one clear button. If someone has decided, don't make them look for how.

Cut anything that doesn't help a customer decide. Mission statements rarely do.

When we write your site, this is the spine we start from — your words, sharpened, in the order a customer actually reads them.