Your website's homepage is the virtual shop window for your online business. It's the first impression potential customers have of your brand, so it's crucial to make it count. As a Shopify website designer and ecommerce expert, I've noticed some common mistakes in homepage design that can hinder your small business success. In this blog post, I'll highlight these mistakes and provide actionable tips to help you avoid them. Let's get started...

1. Create a welcoming first impression

Imagine your homepage as a real-life shop window that stops people in their tracks and entices them to enter. To create a welcoming homepage, consider the following checklist:

  • Ensure there is a clear pathway leading visitors into your shop
  • Use a relevant and engaging main image banner that showcases your products and includes your positioning statement
  • Keep your words and images separate and clear, or use the Shopify text and button feature for overlay text (do not make images in Canva with text on and then upload them)
  • Make your logo prominent, clear, and not pixelated to establish trust
  • Minimise distractions and ensure all necessary features (pop-ups, chat box, etc.) are not overwhelming or covering key areas
  • Opt for a static lead banner instead of a moving slideshow to maintain a focused sales message
  • Use your brand colours and font consistently throughout your homepage to align with your business.

Elle’s top tip: Always design with mobile screens in mind and consider how people interact with smaller screens, such as using their thumbs instead of a mouse.

2. Make your homepage shoppable

Your homepage should feature your hero products and best sellers to entice visitors to make a purchase. Here's how you can make your homepage shoppable:

  •  Feature your hero products and best sellers prominently on your homepage
  • Include clear and strong calls to action throughout the page to encourage visitors to make a purchase
  • Guide customers through your website by making it easy for them to navigate to where they need to be
  • Use Featured Collections and Collection Lists to showcase key products and collections

Passenger clothing homepage example
On the Passenger Clothing homepage uses a featured collection of their bestsellers, making it easy to shop straight away

3. Start building trust right away

Building trust is crucial to convert visitors into customers. To establish trust on your homepage, consider the following strategies:
  • Add an 'As Featured In' press and brand logo section to give a sense of trust
  • Display real customer reviews that are clear, concise, and highlight positive experiences, if you need to cut longer reviews down that's fine
  • Position the trust-building elements high on your homepage to establish credibility, especially if you're a lesser-known brand

Beauty pie press logos

Beauty Pie's homepage use well-known prestigious press logos on their homepage to show they can be trusted

Disko Kids' homepage feature their 3000+ reviews from happy customers as well as featured testimonials to build even more trust

4. Use words with powerful messaging

Words play a powerful role in influencing purchase decisions. Use the following strategies to make the most of your homepage's copy:
  • Use words and text strategically to evoke feelings, portray your brand personality, and establish a connection with customers
  • Craft powerful messaging and unique product descriptions instead of relying on standard language provided by Shopify
  • Utilise headlines and subheadings to break up text and make it easy for customers to scan the page
  • Incorporate clear and strong calls to action throughout the page to encourage visitors to click the purchase button
  • Consider adding a positioning statement above or below your headline banner to communicate your brand's value and how you meet customer needs
  • Use icons to enhance visual appeal and complement your copy

Toastie kids homepageThe use of icons can really help you to stand out and show your values, like Toastie Kids have done here.

5. Make use of space, but don't make it overwhelming

Shopify homepages offer various sections to engage customers. Consider the following tips:

  • Take advantage of additional sections on your Shopify homepage, such as announcement bars and the footer
  • Regularly update the announcement bar to highlight new promotions or important details
  • Share your brand story on the homepage to add a human element and connect with customers
  • Highlight the unique aspects of your brand's origin, key moments, and the transformation it brings
  • Focus on how your products or brand can benefit customers' lives
  • Balance high-quality content and calls to action to engage visitors without overwhelming them

Loft & Daughter homepage

Loft & Daughter's homepage features a variety of sections that alternate between selling and telling customers the story behind their powerful brand


Remember, creating an engaging homepage is crucial for making a strong first impression and making sales. By following this checklist, you'll be on your way to building a captivating and converting online shop that speaks to your target audience and helps them decide to buy.

June 25, 2024 — Elle Williamson

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Why learn from me?

Hi, I’m Elle. I specialise in all things ecommerce for small businesses selling and growing online. I created The Ecommerce Assistant to help busy brand owners make more sales on their online shop by teaching them how to use Shopify + Klaviyo.