Hook Better Clients with a Better Website Homepage

The 11 steps your conscious travel brand needs to turn lookers into bookers.

Your homepage has one job… Capture attention fast and guide readers to the next step. And by fast, I mean under 5 seconds.

It’s where readers decide if they’re in the right place and if your offer is worth their time — are you catering to their WIIFM (What’s in it for me)?

A strong homepage supports your conversion goals. It guides readers toward the areas of your website that they need to be on.

Before we jump in, let me say that writing never starts until the research is done.

That means looking at your competitors, digging into your testimonials and talking directly to past clients. Because the strongest words don’t come from you. They come from them.

Read on about the 11 critical elements to hook better clients.

Element 1 for better website homepage writing :

The hero section is the top part of your page.

Grab attention with a strong headline. Highlight the biggest, most unique benefit you provide or the main desire you cater to.

Add a clear subhead that removes any doubt about what you do and who it’s for.

Then, a call to action. Your CTA should tell the reader where to go next.

If you serve 2 audiences, like B2C travelers and B2B partners, use CTAs to segment them early and guide them to the most relevant path.

Let’s look at it from a more practical angle so you can really picture it: 

You’re walking past a shopfront on a cobblestoned street in Lisbon. One window displays handwoven blankets, a handwritten sign says “Crafted in the Alentejo, fair wages guaranteed,” and the scent of eucalyptus wafts through the open door. The other window? A printed flyer taped to the glass that reads: “We sell things.”

Which one pulls you in?

Your homepage is that shopfront. And just like that first 5 seconds on the street, it decides who comes in and who keeps walking.

Should we try that again? Look at this:

Imagine walking into a small, family-run guesthouse after a longtrip. The host doesn’t bombard you with a list of amenities or a rehearsed spiel about their "unforgettable experiences." Instead, he looks you in the eye and says, "You must be tired. Let’s get you settled."

That’s the energy your hero section should channel!

So many travel brands waste this prime real estate with generic statements like:

"Discover the Real Colombia"

But what does that even mean? Real for whom? The backpacker on a shoestring budget? The luxury seeker who wants a private riad? The cultural traveler looking for deep immersion?

Now consider this alternative from a destination management company:

Headline: Feel like You Are the Only Traveler in Colombia 

Subhead: Private tailor-made luxury travel revealing the country’s treasures. 

Calls to action: [FIND YOUR DREAM EXPERIENCES]  &  [ B2B PARTNERSHIP]  

They make a big promise (which came from voice-of-customer), state the destination and highlight a key benefit. Plus, segment the audience, so both groups know they’re in the right place.

So much better, right?

Element 2:

Right below your hero section, add a logo bar — a horizontal row of logos that shows proof that you’re established and credible. 

This lets the site visitor know that others trust you and that they can, too.

Element 3:

Your opening text.

This is your first opportunity to connect emotionally with the reader.

Start by addressing what’s happening in their lives that brought them here. What pain, desire or decision are they facing? The more you reflect their mindset, the more likely they feel understood and keep reading.

Speak directly to your potential customer. Too many websites open with “we” statements or mission blurbs.

That’s a missed opportunity — because your reader is the hero.

Your value proposition intro explains the overall benefit your customer gets from working with you. It combines what you offer, who it’s for and why it’s valuable. 

It answers: “Does your brand get me?”

Try something like this:  “You’ve been dreaming of this trip for years. Now it’s time to do it right, with someone who knows what to skip, and what not to miss.”

Pro tip: Start with “you” or a strong verb. Make it client-centric.

Element 4:

Have a mini About Me/Us section.

Differentiate your brand from alternative brands. Your readers have options. They will compare you to a competitor or think about doing it themselves. 

Your differentiator must be clear: Why should someone choose you over the competition?

This isn’t the place for a corporate history lesson ("Founded in 2005..."). Instead, paint a picture of the access you provide:

"While others follow guidebooks, we hold the golden keys to places that don’t appear on maps. Like, meet with a fifth-generation tea master in Kyoto."

See what’s happening here? You’re sharing your insider status.

Element 5:

Introduce your core offers.

You’ve built trust and established your authority. It’s time to guide readers deeper into what you offer. The key is to position entry points to your curated offers/services. Cap it at 3.

Psychologists will tell you that too many options paralyze decision-making. The conscious traveler, already overwhelmed by ethical dilemmas and information overload, doesn’t want a dropdown menu of 27 tour packages, because they want you to be the curator.

Consider:

Gateway: A shorter, lower-commitment experience that lets them test your brand (4-Night Tuscan Wine Immersion)

Signature: Your flagship offering that you’re you’re known for (Patagonia: Private Estancias & Helicopter Trekking)

Crowd-Pleaser: The trip clients can’t stop raving about 

Element 6:

Showcase your social proof.

Start with testimonials. Real experiences from past clients are powerful because they offer social proof in the most relatable way.

It can also be data that reflects your experience and credibility. If you’ve coached hundreds of clients, say so.  Be specific, like: “1,423 clients loved working with us and 1,404 of them wrote a 5-star review.”

Element 7:

Capture leads with a compelling email opt-in.

Not every visitor on your homepage is ready to inquire, book or move forward.

And the best way to stay on their radar is by getting them on your mailing list. This is the time to fix it if you don’t yet have an email opt-in or lead magnet on your homepage.

A strong opt-in gives potential clients a low-commitment way to stay connected until they’re ready to take action.

Roughly 96% of people aren’t ready to buy on their first visit. That’s why your opt-in needs to offer real value.

Give them a reason to leave their email — like a downloadable guide relevant to your service.

Pro tip: Ask yourself, “Is there a reason for someone to join your list today?” 

If not, you’re likely losing future bookings you never knew you had.

Element 8:

Social Media – offers an even lower-commitment way to stay connected.

Some readers won’t even be ready to hand over their email address. That’s where your social media links come in.

By placing your social icons in a visible spot, you give these lower-intent visitors a way to follow along without pressure. It’s a no-commitment step that lets them see what you do.

Element 9:

The Footer.

A well-written footer includes a condensed menu, contact info, a repeat of your biggest brand promise, social links and a second email opt-in.

If someone scrolls all the way down, they’re interested. Don’t end with a dead end. Close that loop.

Have your © always show the current year. Don’t be stuck in 2017 — that makes me think you’re no longer in business.

Element 10:

Use calls to action (or calls to value) throughout.

Every homepage section needs clear next steps. Have multiple CTAs placed throughout the page to guide visitors through the funnel.

Use calls to action, like: View services and softer calls to value, like: Read this case study.

Pro tip: CTAs become stronger when the wording mirrors your section headline. 

Like that: 

Turn lookers into bookers with strategy-first websites and email messaging that attract your ideal traveler and boost your bookings.

[ BOOST MY BOOKINGS ] * CTA

Element 11:

Don’t Ignore SEO.

Your homepage and the other site pages need to be found by search engines before they can convert.

The right keywords, structured headings, meta tags and alt text help your site get found. Because when people search for your offer topic, search engines send them to your site.

Takeaways to Unpack:

Look at every section of your homepage — from the hero to the footer — and ask:

Does this section give the reader one convincing next step?If the answer is no, it’s not helping you convert.

→ Check the hero section (the top part), because the fact is that this is one of the most make-or-break elements of your page: 

✅ Make a strong, specific promise

✅ Speak directly to what your reader is looking for

✅ Spark curiosity

→ Remember:

✅ You are not the hero. Your reader is. But you are the guide. Your job is to help your reader get where they want to go.

✅ Speak to their hopes, questions or concerns

✅ Use language they’d actually use (not corporate fluff)

✅ Offer a clear reason to read on

Feeling overwhelmed?

Watch the podcast where Genny and I unpack the 11 homepage elements and how to hook better clients with better homepage copy.

Tour Pro Talks: Homepages that hook by Genevieve White & Susanne Michelus

Let’s wrap this up

Better clients start with a better homepage.

Want my eyes (and brain) on your homepage?

Take advantage of my 30-minute no-strings-attached consultation call. Casual, confidential and did I mention FREE? 

We’ll talk about your conversion copywriting needs and how I can help.

PUT YOUR EYES ON MY HOMEPAGE