B2B homepage structure isn’t about following a template—it’s about guiding visitors through a logical journey from awareness to action. Here’s how to structure your homepage for conversion.

The Foundation: Information Hierarchy

Before diving into specific sections, understand this principle: visitors scan, they don’t read. Your job is to make scanning effective.

Visual hierarchy basics:

• Size matters (bigger = more important)
• Position matters (top and left get seen first)
• Color contrast matters (stand out = get noticed)
• Whitespace matters (breathing room improves comprehension)

Every element should have a clear place in the hierarchy. Nothing should compete with your primary message or CTA.

Section 1: Hero (Above the Fold)

Purpose: Answer “what is this?” in 3 seconds

Essential elements:

• Clear value proposition (headline + subheadline)
• Who it’s for (ICP indicator)
• Primary CTA
• One trust signal

Common mistakes:

• Clever headlines that obscure meaning
• Multiple competing CTAs
• Stock photography wasting space
• Burying key info below fold

Example structure:

[Headline: Specific outcome for specific ICP]
[Subheadline: How you deliver that outcome]
[Primary CTA button] [Secondary text link]
[Trust signal: "Trusted by 500+ enterprises including [logos]"]

Keep hero section focused. Resist the urge to cram everything in.

Section 2: Social Proof

Purpose: Build immediate credibility

What works:

• 5-8 recognizable customer logos
• Specific metric (“2,400+ companies trust us”)
• One standout customer with brief context

Placement: Immediately after hero, or integrated into hero section.

Common mistakes:

• Too many logos (looks desperate)
• Unknown companies (doesn’t build trust)
• No context (why should I care?)
• Outdated customers who’ve churned

Example:

"Trusted by leading B2B companies"
[Stripe] [Shopify] [Atlassian] [Slack] [Figma]

Section 3: Problem-Solution

Purpose: Confirm you understand their pain point

Structure:

1. Acknowledge the problem they face
2. Show the cost of not solving it
3. Present your solution
4. Demonstrate the outcome

Example framework:

"Still managing deployments manually?"
[Brief description of pain and consequences]

"Deploy code automatically in minutes, not hours"
[How your solution works, with visual]

"Join 1,200+ engineering teams who ship faster"
[CTA to try it]

Common mistakes:

• Jumping straight to solution without acknowledging problem
• Generic problems (“inefficiency”) vs. specific ones
• No concrete outcome promised

Section 4: Key Benefits (Not Features)

Purpose: Show what customers actually get

Structure: 3-4 benefit-focused sections, each with:

• Outcome-focused headline
• Brief explanation (2-3 sentences)
• Supporting visual (screenshot, diagram)
• Optional: customer example or metric

Benefit vs. Feature:

• Feature: “Real-time analytics dashboard”
• Benefit: “Spot problems before customers notice them”

Always lead with benefit, then explain the feature that delivers it.

Common mistakes:

• Long lists of features
• No visuals showing what you mean
• Generic benefits that could apply to anyone
• Technical jargon without context

Section 5: How It Works

Purpose: Reduce “this seems complicated” friction

Structure: 3-step process showing journey from start to value

Example:

1. Connect Your Data (2 minutes)
   [Brief explanation + visual]

2. Configure Your Workflows (10 minutes)
   [Brief explanation + visual]

3. Start Getting Insights (immediately)
   [Brief explanation + visual]

Key principle: Make it seem easy and fast. Quantify time whenever possible.

Common mistakes:

• Too many steps (overwhelming)
• Vague steps without time estimates
• No visuals demonstrating process
• Making it sound more complex than it is

Section 6: Detailed Social Proof

Purpose: Overcome remaining skepticism

What to include:

• 2-3 customer testimonials (with photos, names, titles)
• Brief case study highlights
• Specific metrics and outcomes
• Video testimonials if available

Effective testimonial format:

"[Specific outcome we achieved]"
[Full quote explaining context and result]
— Name, Title, Company
[Photo]

Common mistakes:

• Anonymous quotes
• Generic praise without specifics
• All testimonials from same type of customer
• No attribution or context

Section 7: Objection Handling

Purpose: Address concerns before they become blockers

Common B2B objections to address:

• Security and compliance
• Implementation complexity
• Integration requirements
• Support availability
• Pricing transparency

Structure:

"Enterprise-Grade Security"
SOC 2 Type II, GDPR, ISO 27001
[Learn more link]

"Seamless Integration"
Connects with 100+ tools including [key tools for your ICP]
[See integrations link]

"White-Glove Implementation"
Dedicated team, 30-day timeline, full training included
[Talk to our team link]

Pro tip: Address the objections specific to your ICP, not a generic list.

Section 8: Final CTA

Purpose: Give visitors who scrolled this far a clear next step

Structure:

• Reinforcing headline
• Brief summary of value
• Primary CTA (same as hero)
• Optional secondary path (resources, case studies)

Example:

"Ready to deploy 10x faster?"
Join 1,200+ engineering teams shipping code with confidence.
[Start Free Trial] [Talk to Our Team]

Common mistakes:

• Weak closing (“Contact us”)
• Different CTA than hero (creates confusion)
• No summary of value
• Making them scroll back up to convert

Section 9: Footer (Often Overlooked)

Purpose: Provide navigation and final trust signals

Essential footer elements:

• Product links (features, pricing, integrations)
• Company links (about, careers, blog)
• Resources (docs, help, case studies)
• Legal (privacy, terms, security)
• Contact information
• Social media links
• Trust badges (security certifications)

Common mistakes:

• Minimal footer (looks unprofessional)
• No actual contact information
• Outdated copyright date
• Missing legal pages

Optional Sections to Consider

Depending on your product and audience, you might add:

Comparison Section: If buyers are evaluating alternatives, show how you differ

Technical Specifications: For developer tools, show what’s under the hood

Resource Library: For complex products, offer guides and documentation

FAQ: If you have repeated questions, address them proactively

Team/Company Info: If credibility comes from who you are, show it

Don’t add these sections just because—only if they serve your specific ICP’s needs.

Mobile-Specific Considerations

Your mobile homepage should follow the same logical flow, but optimize for:

• Shorter text blocks
• Simpler navigation
• Larger touch targets for CTAs
• Reduced visual complexity
• Faster load times

Test your structured flow on mobile. Don’t just assume responsive design handles it.

The Flow Test

Your structure should pass this test:

A visitor should be able to scroll through your homepage and naturally answer:

1. What is this? (hero)
2. Can I trust it? (social proof)
3. Do I need it? (problem-solution)
4. What will I get? (benefits)
5. How does it work? (process)
6. Does it actually work? (testimonials)
7. What about [objection]? (objection handling)
8. What do I do next? (final CTA)

If any answer is unclear at its corresponding section, your structure has a gap.

Common Structure Mistakes to Avoid

Don’t:

• Put company story before customer value
• Bury your CTA
• Create walls of undifferentiated text
• Use generic section templates that don’t match your value prop
• Forget about mobile flow
• Add sections just because competitors have them

Do:

• Lead with customer value
• Make CTAs prominent and repeated
• Use clear hierarchy and visual breaks
• Structure around your specific value proposition
• Test on mobile devices
• Include only sections that serve your conversion goal

Measure and Iterate

Structure isn’t set-it-and-forget-it. Use analytics to understand:

• Where do visitors spend time?
• Where do they drop off?
• Which sections get engagement?
• Do mobile users behave differently?

Adjust your structure based on actual user behavior, not assumptions.

Want expert analysis of your homepage structure and specific recommendations? Get a comprehensive audit that evaluates your information architecture and conversion flow. Learn more at hmpgr.com.