Web design February 18, 2026
Homepage structure for high-trust service businesses
If the homepage reads like a biography wall, it is probably forcing visitors to work too hard. High-trust service sites need routing and evidence more than autobiography.
The homepage is a choice architecture.
At minimum, visitors need to understand your positioning, see evidence, understand your services, and know what to do next.
Everything else should either support those decisions or move somewhere deeper in the site.