For most websites, the homepage represents your brand’s first interaction with your audience on your website.
As the catch-all landing page where people will be sent by default, your homepage needs to cater to a breadth of user needs and intent.
Consider your homepage as your shop window. It showcases your most valuable content, positions your brand so that it stands apart from the competition, and leads the user to take an initial action to enter the site and see more.
Your homepage sets the tone for your brand identity and communicates the brand messaging, company values, and personality of your business.
From your homepage, you have the first opportunity to establish positive brand recognition and clearly define the company’s value proposition to new and repeat users.
A homepage has many practical functions, too, such as:
Making an impactful first impression.
Driving user journeys into conversion funnels.
Helping people discover content assets, products, and services sooner.
Showcasing new incentives to buy and leading people to click.
Reinforcing trust, expertise, and authority.
Catching all topic areas that do not currently have dedicated destinations on the website.
Resonating with your audience through your brand positioning.
Here are 25 of the best examples of homepages. I’ve looked to include a wide variation of homepage examples, so you can see practically where you can refine your own homepage for increased performance.
1. So Cosy
This homepage example combines setting the perfect tone through distilled messaging, imagery, and color scheme.
Everything is simplified so the user can relax, discover, and enjoy the website.
Often, so many conflicting messages are crammed into a home page that the brand and purpose of the site become lost in the noise.
This example is the perfect reminder that, in many cases, simplicity pays off for the user and for search.
Screenshot from socosy.co.uk, November 2024
2. Toby Carvery
Homepages should reflect changes in your audience’s interest areas, industry trends, and broader seasonality.
This enables tailored messaging and ongoing servicing of intent to the full. This requirement becomes even greater in certain industries such as food, travel, and hospitality.
Your homepage sets the scene, showing what resonates with your key audience types, and should be proactively updated based on changing data sets.
All of this is reflected in this homepage example.
Screenshot from tobycarvery.co.uk, November 2024
3. Safetec
Certain industries, from financial services to safety supply companies, have a stigma and preconception attached to them as needing to be positioned in extremely formal ways. It can become an easy trap to fall into, assuming people expect a certain tone and positioning.
In this homepage example, the tone is relaxed, friendly, and welcoming.
Tonality includes statements like “it’s ok” when accepting cookies, and “we are here” to encourage chatbot interaction.
This subtle messaging, combined with audience-aware images and related content positioning, is a fantastic way to see how your homepage can set the tone and reinforce brand positioning from the outset.
Screenshot from safetecdirect.co.uk, November 2024
4. Post Office
In some cases, the homepage can be the fastest way for people to achieve their search goals.
In this example, the homepage facilitates the four core functions that the users of the website look to complete most frequently without the need to go through additional pages/clicks.
Widgets on the homepage service immediate action completion in a fast, fun, and intuitive way.
While the task of paying a bill, sending a parcel, or tracking postage may not seem a fun task, this website presents a light tone and an easy way to complete your intended actions as quickly as possible, so you can get back to your other activities.
Screenshot from postoffice.co.uk, November 2024
5. TED
The TED homepage embodies the company’s mission of sharing information, ideas, and interests in an easy-to-digest, accessible fashion.
Content is themed into playlists, the latest, creative ideas, and other taxonomies such as “small world.”
The website taxonomy supports fast access to information topics and facilitates an easy and intuitive approach to information architecture at scale.
Screenshot from ted.com, November 2024
6. Pandora
When it comes to associating the brand with the audience, Pandora does a fantastic job.
There is instant clarity, alignment of messaging, and impact of images that enable fast user engagement and establish trust and brand awareness.
Screenshot from uk.pandora.net/en/, November 2024
7. Davy Wine
An important aspect of homepage success comes down to the use of evidence (data) to drive decision-making.
The ordering of information displayed for the home page, content segmentation, and CTAs are arguably more important than any other page on your website.
For ecommerce sites, this necessity is becoming increasingly important.
This homepage example showcases the application in data to drive optimized user journeys from the moment they land on the homepage.
Screenshot from davywine.co.uk, November 2024
8. Under Armour
This entry into the top 25 homepage examples warrants its place, based upon well-planned information architecture and scannable content, which gives users an enjoyable experience.
Function and “fit for purpose” are understated homepage virtues that this site brings to the fore.
There is also the seasonal aspect of tapping into changing needs, wants, and pain points effectively.
The “Spotlight” segment also works well for presenting new/fresh information to returning users to expand the type of purchases being made.
Screenshot from underarmour.co.uk/en-gb/, November 2024
9. BMW
Many car sales and dealership websites have similar approaches to homepages.
The dominant key model image is supported by quick filtering options to drive users to convert.
The stand-out item from this BMW homepage example, however, is the simplicity of messaging combined with minimal conflicting CTAs for the user.
There is no excessive sales content, and the homepage enables natural next steps rather than the excessive pushing of deals and related commercial CTAs often seen in this space.
Screenshot from bmw.co.uk, November 2024
10. UCFB
This website also appeared in the best examples of FAQ pages.
The key feature of this homepage offering is that by pre-scroll, the user has full access to everything they need without taking any further action.
They can see trust signals, get in contact, explore the main sections of the website, and receive a myriad of positive reinforcement specific to their lifestyle choices.
Screenshot from ucfb.ac.uk, November 2024
11. Productive
Software companies need to compete in extremely crowded places where the research time and tolerance of the target market are often very limited.
This places increased emphasis on clarity in messaging, CTAs, and value proposition – all of which are present in this example of a best practice homepage.
Screenshot from productive.io, November 2024
12. Skype
One of the greatest challenges for homepages is to resonate with a varied audience effectively.
Skype handles this dilemma extremely well through a dominant audience message, supplemented by very clear and distinct alternative audience content assets.
Varying this based on trends and related data ensures every core persona receives initial verification to remain actively engaged on the website.
Screenshot from skype.com, November 2024
13. Uber
It takes a strong brand and confidence in user trust to present a homepage that is dominated by action-taking over value proposition.
Uber pre-scroll is 100% action-orientated, enabling the quickest route to booking prior to any conflicting messaging or related distractions.
The assumption is that if you land on the Uber site, the only thing that matters is getting you from “A to B” and servicing that intent to book above all else – and it works.