The homepage headline, and the three seconds you get

Somebody lands on your website and gives it about three seconds to answer three questions. What is this, is it near me, and what do I do next. If the top of the page does not answer all three, they leave and you never know they were there.

Most contractor homepages open with the business name over a slider, or a line like "Creating Beautiful Outdoor Spaces". That could be a landscaper, a pool company, or a patio installer in any state in the country.

The formula

Outcome, thing, place.

"Koi Ponds and Waterfalls Built to Last, Across your service area" "Natural Swimming Ponds for your town Backyards" "Pond Cleaning, Repair, and Maintenance in your town, your state"

Then one line under it that says what makes you different, in plain words, in a way a competitor could not copy and paste.

Then one obvious call to action, and your phone number as a tap to call link.

What belongs above the fold

The headline. The supporting line. The phone number. One button. One strong photo of your own work. The towns you serve, or at least the region.

What does not

A slider with five rotating headlines, which is five different H1 tags competing and a slower page. A welcome paragraph. Your mission statement. Stock photography of a pond you did not build. A badge wall before anyone knows what you do.

Test it

Show the top of your homepage to somebody who does not know your business, for three seconds, then take it away. Ask them what the company does and where. If they cannot say both, the headline is not working yet.