How to Create the PERFECT Homepage (Step-by-Step)

These notes are based on the YouTube video by Wes McDowell

Creating the Perfect Homepage

The perfect homepage structure is crucial for converting visitors into clients. A well-structured homepage should guide visitors through an emotional journey, from stranger to buyer, in about 90 seconds or less of scrolling, as presented by Wes McDowell in his framework. This can be achieved by following a specific 10-section psychological sequence that Wes reports using successfully across hundreds of service-business websites.

The Hero Section

The hero section, also known as the above-the-fold section, is the most critical part of the homepage. It has several key elements:

Eyebrow copy: A brief phrase that calls out the ideal client
Headline: A promise that addresses the client’s desire or problem
Subheadline: An explanation of how the promise is delivered
Call to action (CTA) button: A specific action that the visitor should take next
Social proof: Customer photos, testimonials, or reviews that establish trust

Problem Agitation Section

This section brings up the main problem that the ideal client is currently facing. It’s essential to:

Know the problem that you solve
Agitate the problem by highlighting its symptoms
Use bullet points or short paragraphs to present the problem

Solution Section

This section introduces the solution, which is the service or product being offered. It’s crucial to:

Establish empathy by showing that you understand the client’s pain
Introduce yourself as the mentor figure who can help the client
Add a photo of yourself to build face-to-face trust

Benefits Section

This section highlights the benefits that the client can expect from the service or product. It’s essential to:

Distinguish between benefits and features
Use examples to illustrate the benefits, such as HelloFresh’s website
Include visuals to help illustrate each benefit

Testimonials Section

This section includes social proof in the form of customer testimonials. It’s crucial to:

Use specific and detailed testimonials
Include photos of the customers
Use a five-star graphic to visually indicate a positive review

Simple Three-Step Section

This section shows the visitor how easy it is to get started and achieve the desired outcome. It’s essential to:

Use a very simple process (Wes recommends three clear steps) to show how easy it is to get started
Make each step simple and easy to understand
Use images or text to illustrate each step

Flex Section

This section is where you can flex your unique advantages and differentiate yourself from the competition. There are two options:

List of key reasons: Create a short list of key reasons you’re different, based on what your ideal clients actually care about. This can be presented as a checklist or comparison-style section.
Comparison chart: Compare your service or product with others, highlighting where you perform better on factors your audience cares about, and do so truthfully.

Features Section

This section lists the plain old features of the service or product. It’s essential to:

Think of it as the tech specs for a TV
List roughly 10-20 concrete features in a simple, scannable format (bullets or icons), depending on your offer

Frequently Asked Questions Section

This section proactively answers common questions and handles objections. It’s crucial to:

Think of it as a virtual sales process
Address each question or objection with a clear answer or rebuttal

Call to Action Section

This section asks the visitor if they’re ready to get started and includes a repeated CTA button.

Summary

Creating the perfect homepage requires a deep understanding of the client’s emotional journey and a structured approach to guiding them through it. By following the 10-section psychological sequence and including essential elements such as social proof, benefits, and features, you can increase the chances of converting visitors into clients. Remember to keep the tone conversational, use visuals to illustrate key points, and make the content easy to scan and understand. Wes McDowell’s framework has been used successfully across hundreds of service-business websites, and by applying these principles, you can create a highly effective homepage for your business.

AI Homepage Evaluation Prompt

Use this comprehensive prompt with any AI system (ChatGPT, Claude, etc.) to evaluate your homepage against the 10-section perfect homepage framework:

# Homepage Evaluation Request

Please evaluate my homepage based on the 10-section framework for creating the perfect homepage. Provide a score (1-10) for each section along with specific, actionable feedback.

**My Homepage**: [Insert URL or paste content here]

---

## Section Evaluations

### 1. Hero Section (Score: _/10)
**Evaluate:**
- Is there clear eyebrow copy that calls out the ideal client?
- Does the headline make a compelling promise addressing the client's desire/problem?
- Does the subheadline explain HOW the promise is delivered?
- Is there a prominent, clear CTA button?
- Is social proof (testimonials/reviews/client photos) visible?
- Can visitors understand what you do in 5 seconds or less?

**Specific Feedback:**
- What's working well in the hero section?
- What specific improvements would increase clarity?
- Suggested headline/subheadline alternatives:

---

### 2. Problem Agitation Section (Score: _/10)
**Evaluate:**
- Is the main problem the client faces clearly identified?
- Are the symptoms/pain points effectively agitated?
- Does the copy show empathy and understanding?
- Is the problem presented in bullet points or scannable format?
- Does it resonate emotionally with the target audience?

**Specific Feedback:**
- How well is the problem articulated?
- What pain points should be emphasized more?
- Improvements to make this section more compelling:

---

### 3. Solution Section (Score: _/10)
**Evaluate:**
- Is your service/product clearly introduced as THE solution?
- Do you position yourself as the mentor/guide?
- Is there a personal photo to build trust?
- Does it create a smooth transition from problem to solution?
- Is the value proposition clear?

**Specific Feedback:**
- How effectively is the solution presented?
- What would make the mentor positioning stronger?
- Specific improvements needed:

---

### 4. Benefits Section (Score: _/10)
**Evaluate:**
- Are benefits clearly distinguished from features?
- Does each benefit show how life improves for the client?
- Are there visuals/icons supporting each benefit?
- Are the benefits specific and tangible?
- Do they address the client's core desires?

**Specific Feedback:**
- Which benefits are most compelling?
- What benefits are missing?
- How to better illustrate the benefits:

---

### 5. Testimonials Section (Score: _/10)
**Evaluate:**
- Are testimonials specific and detailed?
- Do they include customer photos?
- Is there a mix of different client types/results?
- Are there visual indicators (5-star ratings)?
- Do testimonials address common objections?

**Specific Feedback:**
- Strength of current testimonials:
- What types of testimonials are missing?
- How to make testimonials more credible:

---

### 6. Simple Three-Step Section (Score: _/10)
**Evaluate:**
- Are there exactly 3 clear, simple steps?
- Does each step have a clear description?
- Are steps illustrated with images/icons?
- Does it show how EASY it is to get started?
- Is the outcome of following the steps clear?

**Specific Feedback:**
- How clear is the process?
- Simplification suggestions:
- Visual improvements needed:

---

### 7. Flex Section (Score: _/10)
**Evaluate:**
- Are unique advantages clearly stated?
- Do differentiators matter to the target audience?
- Is there a comparison chart or checklist format?
- Are claims truthful and substantiated?
- Does it effectively separate you from competitors?

**Specific Feedback:**
- What differentiators are most compelling?
- What's missing from competitive positioning?
- How to strengthen this section:

---

### 8. Features Section (Score: _/10)
**Evaluate:**
- Are 10-20 concrete features listed?
- Is the format scannable (bullets/icons)?
- Are features specific and clear?
- Do they complement the benefits section?
- Is technical information easy to understand?

**Specific Feedback:**
- Which features are most valuable?
- What features are missing?
- Format/presentation improvements:

---

### 9. FAQ Section (Score: _/10)
**Evaluate:**
- Are common questions proactively answered?
- Are objections effectively handled?
- Is the tone helpful and reassuring?
- Are answers concise but complete?
- Does it reduce friction in the buying process?

**Specific Feedback:**
- What questions are well-addressed?
- What questions/objections are missing?
- How to make answers more persuasive:

---

### 10. Final CTA Section (Score: _/10)
**Evaluate:**
- Is there a clear "ready to get started?" message?
- Is the CTA button repeated and prominent?
- Does it create urgency or excitement?
- Is the next step crystal clear?
- Does it reinforce the value proposition?

**Specific Feedback:**
- CTA effectiveness:
- Improvements to increase conversions:
- Alternative CTA suggestions:

---

## Overall Assessment

**Total Score: _/100**

**Homepage Flow & Journey:**
- Does the page guide visitors smoothly from stranger to buyer?
- Can the entire journey be completed in 90 seconds of scrolling?
- Are there any sections that break the emotional flow?

**Visual & Design Consistency:**
- Is the design professional and trustworthy?
- Are sections visually distinct but cohesive?
- Is content scannable and easy to digest?

**Top 3 Priority Improvements:**
1. [Most critical section to fix]
2. [Second priority improvement]
3. [Third priority improvement]

**Quick Wins (implement today):**
- List 3-5 small changes for immediate impact

**Strategic Improvements (longer-term):**
- List major changes requiring more resources

**Conversion Optimization Potential:**
- Current estimated homepage conversion rate: _%
- Potential with all improvements: _%
- Expected lift from implementing recommendations: _%

**Missing Sections:**
List any of the 10 sections that are completely missing and should be added.

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Please provide specific, actionable recommendations prioritized by impact on conversions and user experience.

# How to Create the PERFECT Homepage (Step-by-Step)