Best Homepage Design: What We Found When We Measured 18 Praised Homepages

Key takeaways

• Headlines are short. Of the 15 homepages with a visible H1, the longest was 9 words and the median was 6.
• Almost all offer one clear action at once. 15 of 18 showed a filled or outlined action button in the first screen, and each label starts with a verb, such as "Book a demo" or "Check rates".
• Length varies widely. Pages ran from 2.6 to 14.9 screens, with a median of 9.3. So there is no correct homepage length, whatever a guide tells you.
• Word counts vary too. From 277 to 2,252 words, with a median of about 860. "Keep it simple" does not have to mean "say little".
• Slogans belong to the famous. "Go anywhere" works for Uber because you already know what Uber does. A business nobody has heard of needs to name what it sells.
• Praise is not proof. We do not know how many sales these pages bring in, and neither do the lists. Copy the patterns that serve your visitor, not the look.

The short answer

The best homepage design tells a stranger what you do in under ten words, gives them one obvious next step in the first screen, then earns the scroll with proof and detail. That is the common ground across the pages we measured. Almost everything else, including length, word count and visual style, differs widely. So look for what matches your own business and pay less attention to what is fashionable.

How we chose and measured

Best-of pages rarely explain how they chose or give any figures. Eleken's list of 35 examples (updated 1 May 2026) judges on things like value proposition and social proof, and cites no research. Wix's list of 15 global brands and 5 small businesses (updated 20 October) says its selection is the author's judgement, and it reports no metrics. Both are useful for ideas, and we are not criticising them for being what they are. Awwwards, Dribbble and Webflow's gallery, which also rank for this search, are galleries.

So we ran a small test of our own:

• Sample: the first ten homepages named on Wix's list and the first ten on Eleken's, 20 in all. We did not choose them for any result.
• Excluded: Fiverr, which returned a thin page of 166 words with no headline or button when we loaded it, and Pythagora, whose address now redirects to a different brand name. That left 18.
• How: we opened each page in Chrome at 1920 by 845 pixels on 2 November 2026 and ran one script on it. It read the visible H1, any filled or outlined button in the first screen, the page height in screens, and the words on the page.
• Cleaning: we removed consent banner buttons such as "Accept" and "Reject all" by hand.

The limits

Be careful with this data. It is a small sample, and it mixes consumer brands with software companies. We loaded pages from outside the US, so some may differ by country. Word counts include menus and footers. A button styled as an image or gradient may have been missed. Airbnb uses an inner scrolling area, so we could not read its page length. These are snapshots of one day.

The data

The medians are our own arithmetic. For H1 words, we used the 15 pages with a visible H1. For screens, we used the 17 pages we could read. For words, we used all 18.

What they share

A headline of nine words or fewer

Not one measured headline ran past nine words. Four had three words or fewer. Short does not automatically mean clear, though, and the sample shows this well. Look at the two kinds:

• Names the thing: "Billing for AI products, from usage to invoice" (Lago). "Forget everything you know about insurance" (Lemonade). "What an ATS should be" (Ashby, for buyers who know the term).
• Slogan: "Go anywhere" (Uber). "Retention, Rebuilt" (Postscript). "Build Better. Launch Faster." (FlutterFlow).

If people already know your name, a slogan can be enough. If they arrived from a search and have never heard of you, name what you do. Our hero section guide has patterns and a test for this.

One action, stated as a verb

15 of 18 pages had a clear button in the first screen. Here is what those buttons ask for:

Notice how closely the action follows the sale. Software people can try gets a "try" button. Expensive software with a sales team gets "book a demo". A hotel gets "check rates". So your first question is not what colour the button should be. It is what a visitor could reasonably do next. Our call to action examples cover the wording by business type.

The three exceptions tell you something too. Airbnb's first screen is its search, so the page itself is the action. A ballet company leads with a show, and its tickets may sit in links our script did not read. FlutterFlow's button may simply be styled in a way our script missed. A lack of a button is not automatically a flaw if the visitor still knows what to do.

A reason to keep scrolling

Sixteen of the 17 pages we could read ran past five screens. Only Starbucks was shorter, at 2.6, perhaps because so many of its visitors simply want to order. Long pages are normal in this sample, as long as each part earns its place. Wix and Eleken both name social proof as a common element, though we did not measure it in this test.

Where they differ

Length. The longest page is nearly six times the shortest. In this sample, B2B software pages tend to be longest: Lago, FlutterFlow, AssemblyAI and Nash all reach 14 screens or more. They have complicated products to explain and buyers who read closely. Consumer pages with an obvious next step are often shorter.

Words. Lago uses 498 words across 14.9 screens, leaning on visuals. Four Seasons uses 1,962 across 5.6. A count on its own tells you very little, so stop trying to hit a word target.

Style. We did not score looks, because that would be our taste and not a measure. Scroll Awwwards and Dribbble and you will see every style win praise. That should reassure you: visual trends do not decide whether a homepage does its job.

What to copy, and what to leave

Copy these:

1. A headline under ten words that a stranger can understand.
2. One main action, with a verb, in the first screen.
3. Proof straight after the first screen.
4. Enough detail lower down for the careful reader.
5. The same action again at the end of the page.

Leave these:

1. Bare slogans, unless you are already well known.
2. Long animated scroll stories. They suit a product launch with a large budget. They do little for a local firm, and they can be heavy on a phone. See our mobile website design fixes.
3. Copying a giant's page structure. Starbucks can get by on 2.6 screens because everyone knows what it sells.
4. Copying the button without the funnel. "Book a demo" assumes you have someone ready to take the call.

If you sell by enquiry

Most businesses reading this are not Slack. They are studios, clinics, trades and consultancies, where the sale begins with a conversation. Our guide to homepage design ideas that get enquiries is written for that case, with eight patterns and a five-minute check. Use this post to set your expectations, and that one to plan your page. For a landing page that has a single goal, see our landing page structure guide instead.

Test your own homepage in five minutes

Run the same checks we ran, by eye:

If your page fails the first two, you can fix those in an afternoon, and without a redesign. If it fails more broadly, read our signs your website needs a redesign.

How we help at Amariq

We design homepages around what a visitor needs to do next, and we start from your sale and not from a trend. If yours looks fine but brings in few enquiries, we can review it against the checks above and rebuild what needs it, on Webflow, WordPress, Shopify or Framer. See web design and UI/UX and conversion-focused redesign.

Frequently asked questions

What makes a good homepage design?

A stranger can tell within seconds what you do and what to do next. In our sample, that came from a headline of nine words or fewer and, on 15 of 18 pages, a clear action button in the first screen.

How long should a homepage be?

There is no set length. The pages we measured ran from 2.6 to 14.9 screens, with a median of 9.3. Include what your buyer needs in order to decide, and stop there.

How many words should a homepage have?

There is no target either. We counted 277 to 2,252 words, with a median of about 860, including menus and footers. Complex products usually need more than simple ones.

What should go on a homepage?

Start with a clear headline, one main action, proof such as reviews or logos, what you offer, how it works, and the same action again at the close. Order them by what your visitor asks first.

Where can I find the best homepage design examples?

Awwwards, Dribbble and Webflow's gallery are good for visual ideas. Eleken and Wix explain their picks. Treat all of them as ideas, as none of them shows sales results.

Do these homepages convert well?

We do not know. Neither the lists nor we have access to their sales data, and a page can be praised while performing badly. Only your own analytics can tell you how yours does.

Should my homepage have one call to action or several?

One main action works best in the first screen, and a second, softer option can sit beside it. Lago and Ashby both pair a main button with a way to see more.

How often do you need to redesign a homepage?

There is no fixed schedule. Change it when your offer or audience changes, or when your numbers show visitors are not taking the next step. Small changes to the headline and action often come first.