How to Write an Executive Summary Execs Can't Ignore [+ 5 Top Examples]

Early in my career, I was intimidated by executive summaries. They sounded so corporate and formal. But, proper name aside, they’re really just the elevator pitch or the TL;DR (too long, didn’t read) of a document.

Writing an executive summary is an important leadership skill, whether you're an entrepreneur creating a business plan or a CEO delivering a quarterly report.

So, let’s sharpen that skill.

Ultimately, an executive summary gives readers a concise overview of the most important information in a document, so they don't have to read the entire thing.

Think of it like the SparkNotes of the business world.

Documents that frequently have an executive summary include:

• Business plans
• Research reports
• Project proposals
• Annual reports

How does it differ from other business statements? Let’s compare.

Executive Summary vs. Business Plan

All business plans have an executive summary, but not all executive summaries belong to business plans.

A business plan includes a company overview, short-term and long-term goals, information on your product or service, sales targets, expense budgets, your marketing plan, and even team information

Business plans are very detailed and comprehensive. They can be as short as a dozen pages or as long as 100 pages. The executive summary is the first section of the business plan.

An in-demand CEO or investor might not have the bandwidth to read your full business plan without first understanding your company or goals. That’s where an executive summary comes in handy.

Note: Need help putting together your business plan? We’ve got a template for you.

Executive Summary vs. Mission Statement

Mission statements and executive summaries are typically found in business plans, but they serve different purposes.

A mission statement defines your organization’s purpose, values, and vision. It’s your company’s North Star and communicates your core identity and reason for existence. On the other hand, an executive summary provides a high-level overview of the document.

HubSpot highlights its mission on its “about” page. Image Source

Ultimately, your mission statement directs your business plan, while your executive summary describes your business plan to executives and shareholders.

Executive Summary vs. Company Description

Like mission statements and executive summaries, company descriptions can be found in business plans, your “About Us” page, or even social media profiles.

They provide an overview of your business, including company history, what your company does, unique selling points, goals, management team, and overall value proposition.

Executive Summary vs. Objective

An objective is a specific goal or target your company sets to help achieve its overall goal.

It is a concrete, measurable outcome guiding your business’ actions and decisions. Objectives are usually set at the strategic level and align with the company’s mission, vision, and overall strategic plan.

Company objectives are often included in executive summaries but are not their sole focus.

What is the purpose of an executive summary?

An executive summary may seem like a “nice-to-have.” After all, you can find the same information just by reading the rest of the document. However, these summaries serve many purposes.

Benefits of an executive summary

• It saves your readers time. CEOs and investors often have limited time to review lengthy documents. An executive summary lets them quickly grasp the main points, key findings, and recommendations without reading the entire document.
• It provides clarity. Executive summaries distill complex information and present it in a manner that’s easy to understand.
• It helps with document navigation. For longer documents or reports, an executive summary provides a roadmap for readers. It signals the main sections or topics covered, improving overall document usability and accessibility.

I've cultivated a list of the necessary components and an example to get you started. This template is focused on writing an executive summary for a business plan, but the guidelines are adaptable to other documents.

Follow Along With HubSpot's Executive Summary Template

Click to Download

1. Read through your full document.

Writing an executive summary without reading the document is like trying to review a novel when you’ve only read the blurb on the book jacket — unreliable.

Before you can effectively summarize something, you need to know the entire story, so the first step in writing an executive summary is reading the whole document.

As you read, note essential information (like a novel's most crucial plot points). Your executive summary should capture these details.

2. Remind yourself who your audience is.

Who is the intended audience of this document? Who will read this executive summary, and what do they want to know?

Like anything in marketing, you should keep your target audience in mind. This will shape the tone and content of your executive summary.

For instance, take this blog article. If I were to summarize it for someone short on time, I’d focus my summary on sharing actionable tips.

3. Outline the structure.

As we learned earlier, an executive summary can make your longer document easier to navigate and digest. How does it do that? By following the same structure.

Let’s take our blog article as an example. If you summarize this article for a friend, discussing the sections in order is far easier to follow than jumping from one to five.

Of course, you won’t include every detail, but following this established structure helps organize the information for your reader.

If someone reads your longer document afterward, the structure from your executive summary will make it feel more like they’re filling in the gaps, rather than making huge revelations.

4. Summarize the objectives of the document.

What was the goal of the document you’re summarizing? What is it trying to communicate or recommend? What are you hoping people will know when they are done reading it?

Make sure you state that objective or hypothesis early and concisely. Once again, that will set the tone for the rest of your summary and the document at large.

In the case of this article, I’d summarize the objective as helping you write an exceptional executive summary.

5. Highlight critical facts and information.

With your audience and objectives in mind, summarize any juicy points, data, or results needed to drive home your point. If a fact helps sell your objective, include it!

We’ll get into specific examples in our next section.

6. Present your resolution or conclusion.

End your summary by reiterating your most important takeaway(s). Depending on the type of document, this could mean delivering the results of an experiment, a recommended plan of action, sales numbers, or trends from your research.

In the summary of this article, it would mean reiterating the steps and tips I’ve outlined.

Whatever the document, remind the reader what was, or needs to be, done, why it matters, and why they should care.

7. Edit and proofread.

Like any writing, don’t just ship the first draft of your executive summary.

As a writer, I’d recommend putting what content expert Ann Handley calls “the messy first draft” to the side and revisiting it after a day or so. Reread for clarity, grammar, and excitement, and consider getting external feedback.

Now that you know how to write an executive summary, let's dive into what to include.

What to Include in Your Executive Summary

An executive summary should provide a preview for readers, letting them know what to expect from the rest of your report.

Generally, that means including the following components:

• Overview: Background and context for the document. Is there a mission behind what you’re doing? Why is the company taking on this project or objective? This is where you share that story.
• Objective or Purpose: This is the goal of the document. It tells the reader why this document even exists.
• Key Facts and Data: Include any data necessary to understand the document's contents or justify the argument. This may include statistics, sales numbers, timelines, data sources, target markets, competitors, or financial numbers.
• Results/Recommendations: These are the key takeaways or actions you recommend. Recap the main findings or results presented in the document.
• Conclusion: Your conclusion should be a concise, memorable wrap-up of your main points.

The length and nuances of these elements will differ depending on the document you’re summarizing. But you’ll be in good shape if you use these as a guide.

How long should an executive summary be?

There is no hard and fast rule for the exact length of executive summaries, but they typically range from one to three pages. Don’t get caught up with an arbitrary word or page count when gauging if yours is too long or short.

At the end of the day, your executive summary should engage the reader and highlight the most critical points of your document while avoiding any fluff. If it does that, you’re golden.

5 Tips for Writing an Executive Summary

You’ve got the basics, now let’s add some flash.

Here’s how to take your executive summary to the next level. Let’s assume you’re writing an executive summary for a business plan.

1. Tell your story.

Facts and figures might not be remembered, but emotions are, and few things capture emotions better than a story.

When investors or CEOs read your executive summary, you want them to understand what your business is about and why they should root for you. The best way to do this is by telling your story.

In the executive summary of your business plan, include an overview of what your company does and why it does it.

Discuss your mission and values and how they connect to your business plan. Drilling into these emotional elements sets the tone for your proposition and gets people more invested.

You can also briefly highlight essential details about your company’s management, like your founder or CEO’s qualifications and motivations. You can also provide a high-level summary of your company’s business operations or management best practices.

Think of this like an elevator pitch. If someone stopped reading, and you only had the executive summary to share, what story are you inviting them to be a part of?

Learn more about how to use stories in your marketing with “The Ultimate Guide to Storytelling.”

2. Lean into your data.

You grabbed the reader with emotion; now, you sell them with facts. While short, an executive summary should include plenty of data because it’s objective.

Even if someone is not moved by your story, it’s hard to argue against facts and figures that support your case. So, when writing an executive summary, highlight the document's most important findings and insights.

While the rest of your business plan fleshes out the details, your executive summary gives your reader the most compelling nuggets.

If relevant, go into your target market. Provide a basic rundown of how you plan to address their needs and pain points and how you’ll reach them. Additionally, consider including key financial information including the overall budget, the price per product/service, and your financial projections.

What data is “important” may differ depending on the type of document you’re summarizing. But the bottom line is: if it makes your case or drives home your point, include it.

3. Pay attention to your tone.

Although the tone of your executive summary should be professional and persuasive, it should also be true to your brand and target audience and elicit some excitement about the opportunity you’re presenting.

Aim to convey a sense of authority and credibility while remaining accessible and engaging.

Here are some tips to keep in mind:

• Focus on presenting information objectively, using facts and evidence.
• Don’t voice personal opinions or use subjective statements.
• Strive for clarity and simplicity in your language, and ensure that your message is easily understood.
• Avoid unnecessary complexity.
• Don’t use hyperbole or excessive claims.
• Use strong verbs, active voice, and concise language, to make your points effectively.
• Aim to resonate with the reader’s interests and concerns.

HubSpot Director of Content Karla Hesterberg summarized it best:

“Don't try to get fancy. A good executive summary reduces everything to simple, straightforward parts. A good exercise here is to try explaining something out loud like talking to a colleague — people tend to use simpler language when explaining something in person.”

You can effectively deliver your message and compel the reader to take action or make informed decisions by striking the right balance between professionalism, clarity, and engagement.

4. Avoid cliché language.

As with any writing, it's best to steer clear of clichés.

Clichés can help people understand ideas, but they also come with connotations and can be easy to skim past, which you want to avoid in your executive summary.

Additionally, clichés tend to overpromise and underdeliver. For example, including something like “The Best Restaurant in Town” in your executive summary isn‘t true because your business is untested.

To avoid written clichés, familiarize yourself with common examples and be mindful of them as you write. Some clichés include:

• “Thinking outside the box”
• “Innovative solutions”
• “Cutting-edge technology”

Instead of relying on these overused phrases, be descriptive and embrace the uniqueness of your brand in your executive summary.

For instance, there’s no need to vaguely refer to your product as a “game-changer,” when you could explain how it benefits your target audience instead. Show, don’t tell.

By staying true to your voice and delivering an honest message, you can keep your writing fresh and your audience engaged.

5. Write it last.

An executive summary may essentially be the introduction to a document, but it is also a recap.

So, consider writing it last.

Focus on your longer plan to fully understand your business goals, strategies, market analysis, financial projections, and other foundational knowledge. Then, come back to your executive summary.

Only when you know something thoroughly can you do it justice in a recap.

I often follow this advice, even when writing blog articles like this one. I’ll write the meat of the article first, then go back to the introduction at the end.

Ultimately, writing your executive summary last, like my intros, ensures that it precisely represents the content and findings of your plan, rather than assumptions.

If you don’t have a business plan yet, don’t worry; we have a comprehensive business plan template to help you create one quickly and effectively.

Download Your Free Template Here

Executive Summary Template

Download Your Free Executive Summary Template Here

In this free executive summary template, you’ll be able to outline several pieces of information, including:

• Introduction: Explain what your executive summary contains.
• Company & Opportunity: Explain who you are and your biggest opportunities for growth.
• Industry & Market Analysis: Explain the state of your industry and your target market.
• Management & Operations: Explain who your key leaders are and their roles.
• Implementation & Marketing: Explain how you plan to deploy your product to the marketplace.
• Financial Plan: Explain your company’s finances. Change the verbiage depending on whether you’re writing to investors or a general audience.
• Conclusion: Summarize what you’ve covered.

Ready? Download your free executive summary template.

Let’s review a few examples.

Executive Summary Examples

1. AllBirds: 2022 Flight Status (Sustainability Report)

Image Source

In AllBirds’ 2022 Sustainability Report, the shoe company does a great job keeping its executive summary to one page.

It also uses snappy copy (love the relatable “Cliff Notes” headline) and compelling statistics to highlight their accomplishments.

2. HubSpot: 2024 DI&B (Diversity Report)

Even before joining the team, I always kept an eye out for HubSpot’s annual diversity report.

Similar to AllBirds’ sustainability report, this document is part of an admirable effort to be transparent about the company’s progress towards one of its biggest objectives: building a sustainable, equitable, and high-performing company.

Image Source

In this six-page 2024 executive summary, we share why diversity, equity, and belonging (DI&B) are important to us, reiterate why we create this report, and highlight trends from the last year.

We share key statistics and wins, but also get candid about where we still need to improve and the steps we will take to make it happen.

I also love how we define key terms to help readers understand the rest of the report. This is an excellent example of setting the tone for the rest of your document in an executive summary and making it easier to navigate.

3. ClickUp: Product Update Release Notes

Now, I know this article is about writing an executive summary, but I love ClickUp’s unique approach with its product release notes videos.

Image Source

In this 3.18 update, they deliver their executive summary in a video under two minutes long. A member of their team speaks directly to the viewer, explaining what product updates were made while also showing the changes directly in the tool.

It’s snappy and engaging and gives you a taste of what you’ll find detailed in the longer notes.

4. McKinsey: A Microscope on Small Businesses: Spotting Opportunities to Boost Productivity (Research Report)

Image Source

This digital report from research firm McKinsey Global Institute features an executive summary titled “At a Glance.”

Here, the organization recaps the key findings from its 56-page research report in six easy-to-skim bullet points.

It’s compelling, easy to digest, and makes it easy to jump into the full report with download links.

5. UN: World Economic Situation and Prospects 2024

Image Source

Finally, we have a fairly traditional approach to an executive summary from the United Nations (UN), clocking in at 16 pages.

Now, I know. Sixteen pages seems lengthy, but the full report is just shy of 200 pages.

The executive summary highlights the report’s largest conclusions with headers. Then, it expands on those headers with relevant statistics. It also uses bold font to draw attention to the countries or regions affected (something the reader will likely be most interested in).

The tone and visual design are both formal, which matches the esteem of the United Nations. Overall, this executive summary does an admirable job of making the report's information more approachable.

Make your executive summary memorable.

Make sure your executive summary is strong. Tell your story. Include compelling data and facts. Use easy-to-understand and digest language. If you can, get visual.

An executive summary should be concise, but also memorable. After all, this may be the only part of your proposal, report, or analysis that actually gets read.

Use the guidance above to ensure your executive summary resonates with your audience and opens the door to the opportunities you crave.

Editor's note: This post was originally published in December 2018 and has been updated for comprehensiveness.

from Marketing https://blog.hubspot.com/marketing/executive-summary-examples

Early in my career, I was intimidated by executive summaries. They sounded so corporate and formal. But, proper name aside, they’re really just the elevator pitch or the TL;DR (too long, didn’t read) of a document.

Writing an executive summary is an important leadership skill, whether you're an entrepreneur creating a business plan or a CEO delivering a quarterly report.

So, let’s sharpen that skill.

Ultimately, an executive summary gives readers a concise overview of the most important information in a document, so they don't have to read the entire thing.

Think of it like the SparkNotes of the business world.

Documents that frequently have an executive summary include:

• Business plans
• Research reports
• Project proposals
• Annual reports

How does it differ from other business statements? Let’s compare.

Executive Summary vs. Business Plan

All business plans have an executive summary, but not all executive summaries belong to business plans.

A business plan includes a company overview, short-term and long-term goals, information on your product or service, sales targets, expense budgets, your marketing plan, and even team information

Business plans are very detailed and comprehensive. They can be as short as a dozen pages or as long as 100 pages. The executive summary is the first section of the business plan.

An in-demand CEO or investor might not have the bandwidth to read your full business plan without first understanding your company or goals. That’s where an executive summary comes in handy.

Note: Need help putting together your business plan? We’ve got a template for you.

Executive Summary vs. Mission Statement

Mission statements and executive summaries are typically found in business plans, but they serve different purposes.

A mission statement defines your organization’s purpose, values, and vision. It’s your company’s North Star and communicates your core identity and reason for existence. On the other hand, an executive summary provides a high-level overview of the document.

HubSpot highlights its mission on its “about” page. Image Source

Ultimately, your mission statement directs your business plan, while your executive summary describes your business plan to executives and shareholders.

Executive Summary vs. Company Description

Like mission statements and executive summaries, company descriptions can be found in business plans, your “About Us” page, or even social media profiles.

They provide an overview of your business, including company history, what your company does, unique selling points, goals, management team, and overall value proposition.

Executive Summary vs. Objective

An objective is a specific goal or target your company sets to help achieve its overall goal.

It is a concrete, measurable outcome guiding your business’ actions and decisions. Objectives are usually set at the strategic level and align with the company’s mission, vision, and overall strategic plan.

Company objectives are often included in executive summaries but are not their sole focus.

What is the purpose of an executive summary?

An executive summary may seem like a “nice-to-have.” After all, you can find the same information just by reading the rest of the document. However, these summaries serve many purposes.

Benefits of an executive summary

• It saves your readers time. CEOs and investors often have limited time to review lengthy documents. An executive summary lets them quickly grasp the main points, key findings, and recommendations without reading the entire document.
• It provides clarity. Executive summaries distill complex information and present it in a manner that’s easy to understand.
• It helps with document navigation. For longer documents or reports, an executive summary provides a roadmap for readers. It signals the main sections or topics covered, improving overall document usability and accessibility.

I've cultivated a list of the necessary components and an example to get you started. This template is focused on writing an executive summary for a business plan, but the guidelines are adaptable to other documents.

Follow Along With HubSpot's Executive Summary Template

Click to Download

1. Read through your full document.

Writing an executive summary without reading the document is like trying to review a novel when you’ve only read the blurb on the book jacket — unreliable.

Before you can effectively summarize something, you need to know the entire story, so the first step in writing an executive summary is reading the whole document.

As you read, note essential information (like a novel's most crucial plot points). Your executive summary should capture these details.

2. Remind yourself who your audience is.

Who is the intended audience of this document? Who will read this executive summary, and what do they want to know?

Like anything in marketing, you should keep your target audience in mind. This will shape the tone and content of your executive summary.

For instance, take this blog article. If I were to summarize it for someone short on time, I’d focus my summary on sharing actionable tips.

3. Outline the structure.

As we learned earlier, an executive summary can make your longer document easier to navigate and digest. How does it do that? By following the same structure.

Let’s take our blog article as an example. If you summarize this article for a friend, discussing the sections in order is far easier to follow than jumping from one to five.

Of course, you won’t include every detail, but following this established structure helps organize the information for your reader.

If someone reads your longer document afterward, the structure from your executive summary will make it feel more like they’re filling in the gaps, rather than making huge revelations.

4. Summarize the objectives of the document.

What was the goal of the document you’re summarizing? What is it trying to communicate or recommend? What are you hoping people will know when they are done reading it?

Make sure you state that objective or hypothesis early and concisely. Once again, that will set the tone for the rest of your summary and the document at large.

In the case of this article, I’d summarize the objective as helping you write an exceptional executive summary.

5. Highlight critical facts and information.

With your audience and objectives in mind, summarize any juicy points, data, or results needed to drive home your point. If a fact helps sell your objective, include it!

We’ll get into specific examples in our next section.

6. Present your resolution or conclusion.

End your summary by reiterating your most important takeaway(s). Depending on the type of document, this could mean delivering the results of an experiment, a recommended plan of action, sales numbers, or trends from your research.

In the summary of this article, it would mean reiterating the steps and tips I’ve outlined.

Whatever the document, remind the reader what was, or needs to be, done, why it matters, and why they should care.

7. Edit and proofread.

Like any writing, don’t just ship the first draft of your executive summary.

As a writer, I’d recommend putting what content expert Ann Handley calls “the messy first draft” to the side and revisiting it after a day or so. Reread for clarity, grammar, and excitement, and consider getting external feedback.

Now that you know how to write an executive summary, let's dive into what to include.

What to Include in Your Executive Summary

An executive summary should provide a preview for readers, letting them know what to expect from the rest of your report.

Generally, that means including the following components:

• Overview: Background and context for the document. Is there a mission behind what you’re doing? Why is the company taking on this project or objective? This is where you share that story.
• Objective or Purpose: This is the goal of the document. It tells the reader why this document even exists.
• Key Facts and Data: Include any data necessary to understand the document's contents or justify the argument. This may include statistics, sales numbers, timelines, data sources, target markets, competitors, or financial numbers.
• Results/Recommendations: These are the key takeaways or actions you recommend. Recap the main findings or results presented in the document.
• Conclusion: Your conclusion should be a concise, memorable wrap-up of your main points.

The length and nuances of these elements will differ depending on the document you’re summarizing. But you’ll be in good shape if you use these as a guide.

How long should an executive summary be?

There is no hard and fast rule for the exact length of executive summaries, but they typically range from one to three pages. Don’t get caught up with an arbitrary word or page count when gauging if yours is too long or short.

At the end of the day, your executive summary should engage the reader and highlight the most critical points of your document while avoiding any fluff. If it does that, you’re golden.

5 Tips for Writing an Executive Summary

You’ve got the basics, now let’s add some flash.

Here’s how to take your executive summary to the next level. Let’s assume you’re writing an executive summary for a business plan.

1. Tell your story.

Facts and figures might not be remembered, but emotions are, and few things capture emotions better than a story.

When investors or CEOs read your executive summary, you want them to understand what your business is about and why they should root for you. The best way to do this is by telling your story.

In the executive summary of your business plan, include an overview of what your company does and why it does it.

Discuss your mission and values and how they connect to your business plan. Drilling into these emotional elements sets the tone for your proposition and gets people more invested.

You can also briefly highlight essential details about your company’s management, like your founder or CEO’s qualifications and motivations. You can also provide a high-level summary of your company’s business operations or management best practices.

Think of this like an elevator pitch. If someone stopped reading, and you only had the executive summary to share, what story are you inviting them to be a part of?

Learn more about how to use stories in your marketing with “The Ultimate Guide to Storytelling.”

2. Lean into your data.

You grabbed the reader with emotion; now, you sell them with facts. While short, an executive summary should include plenty of data because it’s objective.

Even if someone is not moved by your story, it’s hard to argue against facts and figures that support your case. So, when writing an executive summary, highlight the document's most important findings and insights.

While the rest of your business plan fleshes out the details, your executive summary gives your reader the most compelling nuggets.

If relevant, go into your target market. Provide a basic rundown of how you plan to address their needs and pain points and how you’ll reach them. Additionally, consider including key financial information including the overall budget, the price per product/service, and your financial projections.

What data is “important” may differ depending on the type of document you’re summarizing. But the bottom line is: if it makes your case or drives home your point, include it.

3. Pay attention to your tone.

Although the tone of your executive summary should be professional and persuasive, it should also be true to your brand and target audience and elicit some excitement about the opportunity you’re presenting.

Aim to convey a sense of authority and credibility while remaining accessible and engaging.

Here are some tips to keep in mind:

• Focus on presenting information objectively, using facts and evidence.
• Don’t voice personal opinions or use subjective statements.
• Strive for clarity and simplicity in your language, and ensure that your message is easily understood.
• Avoid unnecessary complexity.
• Don’t use hyperbole or excessive claims.
• Use strong verbs, active voice, and concise language, to make your points effectively.
• Aim to resonate with the reader’s interests and concerns.

HubSpot Director of Content Karla Hesterberg summarized it best:

“Don't try to get fancy. A good executive summary reduces everything to simple, straightforward parts. A good exercise here is to try explaining something out loud like talking to a colleague — people tend to use simpler language when explaining something in person.”

You can effectively deliver your message and compel the reader to take action or make informed decisions by striking the right balance between professionalism, clarity, and engagement.

4. Avoid cliché language.

As with any writing, it's best to steer clear of clichés.

Clichés can help people understand ideas, but they also come with connotations and can be easy to skim past, which you want to avoid in your executive summary.

Additionally, clichés tend to overpromise and underdeliver. For example, including something like “The Best Restaurant in Town” in your executive summary isn‘t true because your business is untested.

To avoid written clichés, familiarize yourself with common examples and be mindful of them as you write. Some clichés include:

• “Thinking outside the box”
• “Innovative solutions”
• “Cutting-edge technology”

Instead of relying on these overused phrases, be descriptive and embrace the uniqueness of your brand in your executive summary.

For instance, there’s no need to vaguely refer to your product as a “game-changer,” when you could explain how it benefits your target audience instead. Show, don’t tell.

By staying true to your voice and delivering an honest message, you can keep your writing fresh and your audience engaged.

5. Write it last.

An executive summary may essentially be the introduction to a document, but it is also a recap.

So, consider writing it last.

Focus on your longer plan to fully understand your business goals, strategies, market analysis, financial projections, and other foundational knowledge. Then, come back to your executive summary.

Only when you know something thoroughly can you do it justice in a recap.

I often follow this advice, even when writing blog articles like this one. I’ll write the meat of the article first, then go back to the introduction at the end.

Ultimately, writing your executive summary last, like my intros, ensures that it precisely represents the content and findings of your plan, rather than assumptions.

If you don’t have a business plan yet, don’t worry; we have a comprehensive business plan template to help you create one quickly and effectively.

Download Your Free Template Here

Executive Summary Template

Download Your Free Executive Summary Template Here

In this free executive summary template, you’ll be able to outline several pieces of information, including:

• Introduction: Explain what your executive summary contains.
• Company & Opportunity: Explain who you are and your biggest opportunities for growth.
• Industry & Market Analysis: Explain the state of your industry and your target market.
• Management & Operations: Explain who your key leaders are and their roles.
• Implementation & Marketing: Explain how you plan to deploy your product to the marketplace.
• Financial Plan: Explain your company’s finances. Change the verbiage depending on whether you’re writing to investors or a general audience.
• Conclusion: Summarize what you’ve covered.

Ready? Download your free executive summary template.

Let’s review a few examples.

Executive Summary Examples

1. AllBirds: 2022 Flight Status (Sustainability Report)

Image Source

In AllBirds’ 2022 Sustainability Report, the shoe company does a great job keeping its executive summary to one page.

It also uses snappy copy (love the relatable “Cliff Notes” headline) and compelling statistics to highlight their accomplishments.

2. HubSpot: 2024 DI&B (Diversity Report)

Even before joining the team, I always kept an eye out for HubSpot’s annual diversity report.

Similar to AllBirds’ sustainability report, this document is part of an admirable effort to be transparent about the company’s progress towards one of its biggest objectives: building a sustainable, equitable, and high-performing company.

Image Source

In this six-page 2024 executive summary, we share why diversity, equity, and belonging (DI&B) are important to us, reiterate why we create this report, and highlight trends from the last year.

We share key statistics and wins, but also get candid about where we still need to improve and the steps we will take to make it happen.

I also love how we define key terms to help readers understand the rest of the report. This is an excellent example of setting the tone for the rest of your document in an executive summary and making it easier to navigate.

3. ClickUp: Product Update Release Notes

Now, I know this article is about writing an executive summary, but I love ClickUp’s unique approach with its product release notes videos.

Image Source

In this 3.18 update, they deliver their executive summary in a video under two minutes long. A member of their team speaks directly to the viewer, explaining what product updates were made while also showing the changes directly in the tool.

It’s snappy and engaging and gives you a taste of what you’ll find detailed in the longer notes.

4. McKinsey: A Microscope on Small Businesses: Spotting Opportunities to Boost Productivity (Research Report)

Image Source

This digital report from research firm McKinsey Global Institute features an executive summary titled “At a Glance.”

Here, the organization recaps the key findings from its 56-page research report in six easy-to-skim bullet points.

It’s compelling, easy to digest, and makes it easy to jump into the full report with download links.

5. UN: World Economic Situation and Prospects 2024

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Finally, we have a fairly traditional approach to an executive summary from the United Nations (UN), clocking in at 16 pages.

Now, I know. Sixteen pages seems lengthy, but the full report is just shy of 200 pages.

The executive summary highlights the report’s largest conclusions with headers. Then, it expands on those headers with relevant statistics. It also uses bold font to draw attention to the countries or regions affected (something the reader will likely be most interested in).

The tone and visual design are both formal, which matches the esteem of the United Nations. Overall, this executive summary does an admirable job of making the report's information more approachable.

Make your executive summary memorable.

Make sure your executive summary is strong. Tell your story. Include compelling data and facts. Use easy-to-understand and digest language. If you can, get visual.

An executive summary should be concise, but also memorable. After all, this may be the only part of your proposal, report, or analysis that actually gets read.

Use the guidance above to ensure your executive summary resonates with your audience and opens the door to the opportunities you crave.

Editor's note: This post was originally published in December 2018 and has been updated for comprehensiveness.

via Perfecte news Non connection

Website Homepage Design: My Favorite 32 Examples to Inspire You

Your website homepage is your company’s first impression for most customers, and first impressions are everything. Your landing page needs to make a killer first impression to encourage potential customers to stick around and engage.

In this guide, I’ll share some best practices for homepage design along with brilliant homepage design examples that have implemented these practices.

Table of Contents

• Homepage Design Best Practices
• Brilliant Homepage Examples to Inspire You

Homepage Design Best Practices

Through trial and error (and a whole lot of website analytics), I’ve developed a set of homepage design best practices that consistently deliver results. These practices have helped me create homepages that are not only attention-grabbing but also compel action and leave a lasting impression on visitors.

Let's dive in.

1. Tell them who you are and what you do.

Don’t leave website visitors guessing. Introduce your brand and mission above the fold.

I usually start by crafting a punchy headline that captures my brand’s identity and purpose. Keep it short, no more than eight words. TL;DR and short attention spans rule the internet, so longer headlines get skimmed over.

If I need more message room, I’ll add a subheading with my brand's key benefits.

I’ll also include high-quality visuals like videos, images, or animations to reinforce my brand messaging and capture attention.

Pro tip: Free visuals are often overused.

Free visuals are always tempting, but relying heavily on them can lead to a cookie-cutter look on your website. Create unique visuals to increase your brand memorability.

2. Write like your target audience.

Your homepage should be laser-focused, engaging, and speak to your target audience in a style that makes them comfortable.

Research is my secret weapon in this case. I research my target audience’s behaviors, preferences, needs, and challenges. Those findings guide the language and tone I use in my homepage elements. My goal is to speak in terms they use daily and avoid confusing them with technical jargon.

Pro tip: Don’t go too casual.

While making viewers feel comfortable, it’s also important to create trust through your phrasing, so be careful not to use too much slang.

3. Use design to showcase your unique selling proposition.

Your homepage must explain your unique selling proposition (USP). I start by asking myself what makes my products, services, and brand unique. Then, I ask why they’re superior to my competition.

Your design elements should prominently display that message, whether as part of your headline and subheading or built into your hero image. Your message should focus attention on the USP.

For example, at HubSpot, our USP is perfectly captured in our subheading: “Seamlessly connect your data, teams, and customers on one AI-powered customer platform that grows with your business.”

I also support my USP with other secondary elements, including:

• Taglines, bullet points, or a short paragraph highlighting my product's primary features and benefits.
• Visuals of my products in action.
• Social proof like customer testimonies, client logos, and case studies.

Pro tip: Use color or animation.

Consider contrasting colors in your palette or simple animations to focus attention on your USP.

4. Optimize your webpage for multiple devices.

In today’s mobile-first world, much of your website traffic will come from smartphones or tablets. In fact, as of 2024, mobile devices account for 67.3% of website traffic.

I always plan for mobile responsiveness as part of every homepage. These three points are the cornerstone of my process to optimize a homepage for multiple devices.

• I use a responsive design that automatically adjusts the layout to fit the screen of any device.
• I prioritize mobile usability, so I use clear and concise navigation bars and menus, large tap-friendly buttons, and larger font-size text.
• I avoid elements like flash banners, bulky animations, and pop-ups that can overload mobile screens, slow page loading times, and cause higher bounce rates.

Avoiding slowing your page is especially important. Paige Arnof-Fenn, founder and CEO of marketing network Mavens & Moguls, says if your website doesn’t load in 3 seconds or less, “your users will go somewhere else, and the opportunity will be lost.”

Pro tip: Mute sounds by default.

Mute any sounds on your website as the default to avoid blasting mobile users with unexpected loud music. If they’re in a space where sound doesn’t matter, they can tap to turn sounds back on.

5. Include multiple calls-to-action (CTAs).

Your homepage should also be designed to drive action. Using multiple calls to action (CTAs) improves those results.

CTAs tell my website visitors what I want them to do next, whether it’s signing up for a free trial, exploring a specific product category, downloading a valuable resource, or contacting your sales team. They are the bridge between interest and conversion.

Here’s what I do to maximize the effectiveness of my CTAs.

• I position them prominently on the homepage, with the first one easily visible without scrolling.
• I use design elements like contrasting colors or images to make them stand out.
• I use strong verbs and action-oriented language to compel action. Verbs like get, start, join, and discover are powerful because they convey both action and outcome.

Pro tip: Don’t go overboard.

Don’t overload your homepage with too many CTAs. Consider one or two per section of your homepage. The goal is for them to be easy to find, not overpowering.

6. Stay on brand.

Your homepage should unmistakably reflect your brand’s style, creating a strong, cohesive identity that visitors recognize and remember.

For me, that entails:

• Prominently placing my brand’s logo on the homepage and header.
• Using my brand’s color palette.
• Using typography that aligns with my brand’s identity and style guide.
• Matching phrasing and grammar to my brand’s voice.

Pro tip: Take inspiration from packaging.

If your brand already has strong product packaging or on-site branding, use those designs as a foundation to build your homepage.

7. Keep your website dynamic.

The most effective homepages evolve regularly to meet the changing needs, problems, and questions of their visitors.

I regularly update my homepage content to reflect current events, seasonal changes, emerging design trends, and special promotions. For instance, adjusting featured product page callouts during the year will keep your homepage fresh and relevant to visitors’ interests.

I also use A/B testing to compare the effectiveness of different versions of my homepage elements (headlines, CTAs, visuals, and layouts).

Finally, I use dynamic content that automatically changes based on visitor data. For example, my website can use location data to update currency settings and pricing.

Pro tip: Use change with purpose.

Don’t change elements just because a certain amount of time has passed. Each update should provide value to visitors.

6. Make it accessible.

Your homepage needs to be accessible to every visitor to ensure a smooth and positive experience, which is crucial for building trust. The main accessibility features to consider are alternative text for images (alt text), keyboard-only navigation, resizable text, color contrast, and closed captions for videos.

Many homepage design templates include some of these features (especially helpful to small businesses), but I always check local, state, and federal rules to make sure I include everything that’s required.

Pro tip: Get expert help.

Check out HubSpot’s web accessibility guide for more on how to create accessible websites.

Brilliant Homepage Examples To Inspire You

I’ve shared my personal best website homepage design practices. Now, let’s take a look at some of the best real-world homepage examples that put these best practices into action.

1. HubSpot

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There might be a bit of bias here since it's our website, but HubSpot is one of the best examples of good homepage design.

The clear and concise headline immediately catches my eye by telling me how it can help my business, and the subheading explains the specific benefits.

But it’s not just about telling me what it does — HubSpot also wants me to engage. So, immediately after the headline, it includes two prominent CTAs encouraging me to take the next step while reassuring me there’s no cost to try it out.

What we love: I love how the homepage cleverly uses figures and statistics to show the vastness of HubSpot’s community. This helps support its USP and core value proposition and builds trust through social proof.

2. Dropbox

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The first thing that grabs my attention on Dropbox’s homepage is the social proof headline that doubles as a call to action. It’s immediately inviting me to join its tribe of over 700 million users who already trust Dropbox.

The supporting visuals and copy are also spot-on, with a classic minimalist feel that doesn’t distract from the messaging. Additionally, an animation showcasing Dropbox in action provides a dynamic and engaging demonstration of its functionality.

What we love: I love that Dropbox describes different use cases throughout the homepage. Helping visitors relate to the tools on a more granular level improves the odds of a conversion.

3. A24 Films

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A24 Films takes a unique approach to its homepage engagement, which works quite beautifully. Instead of a text-heavy layout that I often encounter on other websites, the homepage only features promos for its new films above the fold.

This is a great strategy for grabbing visitors’ attention — in fact, when I landed on the website, I clicked through and watched several before remembering I was supposed to be reviewing the page.

What we love: This homepage example showcases the best of simple design. I love how every item on the homepage is a full-screen section as you scroll down — with just one image and a large text link.

4. FreshBooks

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FreshBooks accounting software mainly targets small and medium-sized businesses. The website's homepage immediately outlines its features so I can quickly understand what I stand to gain by trying it out.

There’s also a great use of contrast and positioning with its primary calls-to-action (“Try It Free” and “BUY NOW & SAVE”).

What we love: I love FreshBooks' use of social proof. The homepage includes customer testimonials to show real-world success, plus star ratings from third-party sites to build trust and credibility.

As Garry West, director at Imagefix, a design and digital marketing agency, says, social proof tells potential customers and visitors that a company “isn't just making promises — it delivers for others like them.”

5. Omsom

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Omsom is a great homepage example of talking to their audience’s stomachs. Its homepage features a scrumptious meal that makes me hungry just looking at it. And the headline, “Real Asian Flavors in Minutes,” lets me know I could have a similar plate on my table in minutes.

As I scroll down, the homepage dives deeper into how the product works, addressing any potential skepticism I might have and offering more CTAs to try for conversions.

What we love: I love that the hero section of the website features glowing customer reviews and a free shipping offer. This helps build social proof and motivates me to take action.

6. Pixelgrade

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Pixelgrade is another solid example of a simple but effective design. There are no overwhelming menus or jargon — just a clear, bold title that tells me the company’s main offering (simple WordPress themes) and a subtitle that hints at the beautiful possibilities of taking them up on its offer.

But what really sold me was the way the page builds trust. As I scroll down, Pixelgrade showcases three reasons I should choose it, and a real testimonial from a happy customer backs up each reason. Social proof like that makes a huge difference.

What we love: The simple design and the color combination that makes the above-the-fold CTA stand out is beautifully done.

7. Etoro

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eToro is an investing platform for trading securities, including stocks and crypto, which the homepage color scheme and style reflects well.

The homepage immediately welcomes me with a clever headline: “FRIENDLY PLATFORM, SERIOUS INVESTORS.” This headline conveys to me that eToro is accessible and easy to use for new investors but also possesses the depth and breadth needed for seasoned investors.

The homepage also perfectly leverages social proof. It cleverly weaves in the total number of users (30 million) in the subheadline. That’s a huge confidence booster for any visitor. Plus, the impressive 4.2-star Trustpilot rating right below adds another layer of trust.

What we love: I love the use of the color green for its calls to action. Green is often linked to growth, prosperity, and financial well-being, which works well with eToro’s goal of empowering customers to achieve their financial goals and build wealth.

8. Chipotle

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Chipotle's homepage is all about visual persuasion. The above-the-fold imagery includes a close-up video of the featured meals, plus high-resolution images that showcase the famous restaurant’s signature dishes in all their glory. Anticipating the needs of most of their website visitors, Chipotle includes prominent CTAs for finding a location or ordering online.

The page design is clean and uncluttered, ensuring a smooth user experience and keeping the focus squarely on the delicious food.

What we love: The food videos are captivating and make me hungry just by looking at them.

9. Grammarly

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Since Grammarly is a well-known brand, it can afford to use its homepage to promote one of its newest features: an AI writing assistant. The headline and the subheadline immediately sell me on the new feature’s benefit — helping my writing and, by extension, my reputation shine through the power of responsible AI.

The design reflects that Grammarly is all about writing and text, with the only visuals being CTAs, an animation example, and logos for social proof.

What we love: To support its core value proposition, the page has an animation on the left side that provides visitors with a glimpse of how the new Grammarly feature works as soon as they land on the page.

10. eWedding

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For engaged couples planning their big day, eWedding is a great platform for building custom wedding websites. The homepage is simple and clean and only includes the necessary elements to get you started. It features great product visuals, a powerful headline, and a straightforward CTA that promises to make wedding planning easier.

But eWedding also understands that budget is a major concern and pain point if I'm planning a wedding. So, to address this concern, the website has a cost calculator that helps me estimate how much I could save on RSVP, a cash registry, and a custom website.

What we love: A counter of the number of wedding websites built using eWedding (over 912,000) is a great use of social proof.

11. Spotify

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Spotify epitomizes less is more. Its homepage immediately greets me with a simple value proposition and CTA — get the music and podcasts I want for free. Below the fold, each section reinforces that concept with a bold design and minimal text and follows up with another CTA.

What we love: I love that Spotify’s homepage integrates customer service by including a short FAQ answering the most common questions new users will likely have immediately after signing up.

12. Colorsmith

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Colorsmith’s primary headline immediately tells me what the website is about, and the background visuals support the message by showing men using Colorsmith. It's relatable and helps the target audience picture themselves using the product.

Below the fold, Colorsmith follows up with details on how the process works and focuses on how each client gets custom color formulations for a perfect match.

What we love: I love the placement of the “Craft My Color” CTA at different spots on the homepage. No matter where I scroll, the CTA is always nearby to take me to the next stage.

13. Melyssa Griffin

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Melyssa Griffin’s website homepage showcases both her expertise and personality.

It features a short looping GIF of her chair dancing that evokes fun and liveliness to drive home the idea that she’s a real person and not a random faceless entity. The design itself is bright and cheerful but not overwhelming.

What we love: I love the inclusion of a quick quiz as an interactive element. It's a win-win for everyone — visitors learn their money management archetype while Melyssa generates leads.

14. Nine Lives Foundation

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Nine Lives Foundation uses empowering text and emotional images to connect with visitors. By using a subtle parallax effect to create a sense of movement without the need for larger video files, they help increase their website speed while keeping a sense of motion.

Getting and giving help is made easy, too. A well-laid-out list of services and ways volunteers can help lives just below the fold.

What we love: I love that Nine Lives addresses giving AND getting help on the same page with well-organized CTAs.

15. Digiday

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Digiday uses traditional newsprint style and takes it into the future with a well-planned layout, creating the digital equivalent of a newspaper front page. Digiday gives readers a comfortable experience and encourages clickthroughs by building on a familiar format.

What we love: I love how Digiday uses simple and uncluttered formatting to present a lot of news on one screen.

16. Asana

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Asana’s headline is an attention grabber, and the subheading explains the exact value proposition. Together, the two quickly communicate the core functionality and benefits of using Asana.

The homepage doesn't waste any time trying to get a conversion, either. Two prominent CTAs, “Get Started” and “See how it works,” sit right below the main headline, making it clear what they want me to do next.

What we love: Asana leverages social proof exceptionally well. They keep my attention as I start to scroll by stating that 85% of Fortune 100 companies use their software. They then include logos for some of the best-known brands.

17. Evernote

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Evernote's homepage will feel like a beacon of hope if your desk is a warzone of sticky notes like mine. The headline “Tame your work, organize your schedule” is enough to make me want to try it immediately.

The design stays true to the promise of organization with a simple layout and graphics. The CTA, with its bright green color against the white space, is impossible to miss as well.

What we love: The primary visual is an image of Evernote in action. I can almost see my own to-do lists and notes neatly organized within the app. It's a powerful image that fuels a desire to get started and experience that organization firsthand.

18. Telerik by Progress

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Telerik’s website pops with bold colors, fun designs, and videography that creates a Google-like vibe.

A simple headline tells me its core value proposition, and the rest of the homepage backs that up with a simple, high-level overview of its primary product offerings. Plus, a scroll-triggered animation keeps the homepage engaging as you scroll.

What we love: I love that even though this is a tech-based platform, the copy is refreshingly lightweight and easy to read.

19. Basecamp

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Basecamp’s homepage speaks directly to the needs of overwhelmed project managers, its primary target audience. Everything on the homepage is designed to nudge you towards their primary solution — a central hub for managing different projects.

The graphic echoes the tagline message, there’s a video demo embedded on the page, screenshots of the software, and the page is organized to flow naturally as questions are raised and answered.

What we love: I love that the page is arranged to raise and answer questions in a logical order to guide the audience through the sales funnel.

20. charity: water

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This homepage empowers visitors to tackle a huge goal: clean water. The charity: water homepage directly tells visitors they can make a difference, with a payment portal at the top of the page.

Visuals, creative copywriting, and interactive web design work together to engage visitors and encourage action. The charity also uses personalization to show a different follow-up homepage to repeat visitors.

What we love: I love the use of personalization to help follow up with repeat visitors who might still need to donate.

21. TechValidate

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TechValidate’s product is managing social proof and they lean into that by incorporating their own social proof throughout the homepage.

This homepage is also beautifully designed, making use of white space and contrasting colors that draw your eye to the most important elements.

What we love: I love that the product’s video is front and center, making it effortless for potential customers to learn more.

22. Medium

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Medium’s homepage is another brilliant example of less is more. It uses simple messaging on a bold background that communicates what the brand is all about and the key value proposition.

This is followed by a prominent and action-oriented CTA that invites me to take the next step. BY minimizing messaging, they lean into their “Stay curious” headline and create curiosity to drive clickthroughs.

What we love: I love the bold yellow color, which immediately grabs attention, and the contrasting black text for optimal readability.

23. Kind Snacks

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Kind Snacks uses bold colors and product photography to drive ecommerce. While their homepage changes frequently to stay dynamic, it is always focused on conversion, with CTAs for shopping prominently displayed.

What I love: Kind Snacks speaks directly to its target audience and keeps the page fresh with frequent updates to focus on different products.

24. Ahrefs

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Ahrefs offers tools that can help teams improve their search engine optimization. The design of Ahrefs’ homepage is clean and modern but quirky and starts with a quick pixel-style loading animation.

Brief descriptions of each tool just below the fold with screenshots provide a quick overview of their features, making it easy for me to understand the range of capabilities without needing to navigate away from the home page.

What I love: I love the digital retro theme of the page. It's eye-catching and adds an approachability to the company. I also like the dynamic counter that displays the number of new Ahrefs accounts created in the past week.

25. Happy Money

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Happy Money’s homepage grabs my attention with a positive and emotionally charged message that promises you won’t be just another number with the company. The color scheme and graphics play into this humanized feel to drive home the idea of trust and approachability.

Below the fold is well organized to keep visitors scrolling by answering questions and providing more encouragement with social proof.

What we love: I love how color and style work together to reinforce the messaging.

26. Headspace

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Headspace’s homepage works to create connections with second-person language and benefits featured prominently. A soft color palette, ample white space, and a minimalist aesthetic mirror the mental clarity and relaxation the app promotes.

CTAs, are strategically sprinkled throughout the homepage, gently nudging me to explore the platform further.

What we love: I love that the homepage includes short, guided meditations you can try right away without any signup to add value for visitors.

27. Tesla

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Tesla’s is a bold homepage example. The design is all about letting its products speak for themselves. It's entirely product-focused, featuring breathtaking visuals of Tesla vehicles in action.

This focus is deliberate. Tesla knows their cars are statement pieces, and there’s no need to clutter the message with extensive promotional text. It’s a perfect example of a brand perfectly understanding its USP.

What we love: I love the inclusion of clear and concise CTAs and visuals that prompt me to seamlessly transition from admiration to action.

28. Thrive Market

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The Thrive Market is another example of a website that gets straight to the point. The homepage immediately asks me a question, encouraging immediate engagement and moving me one step closer to conversion.

The page features vibrant images of wholesome foods and natural products with clear, straightforward text promising you don’t have to break the bank to eat well.

What we love: I love that Thrive Market keeps it interesting with their call to action buttons. Instead of using a generic “Buy Now” they get a bit cheeky with phrases like “I like overpaying.”

29. Angi

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The minute I land on Angi’s homepage, I can immediately tell what the company is all about. It's a great homepage example of a core value proposition and call to action rolled into one with an immediately accessible search bar and quick link buttons.

No need to wander through menus or different web pages — I can jump right to the service I need from the homepage.

What I love: The homepage design is clean, functional, and conversion-focused without the need to scroll or visit other pages.

30. Security.org

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Security.org positions itself as the ultimate resource for all things DIY digital security. The homepage encourages visitors to do it themselves with Security.org’s help.

In addition, the page employs a clear, uncluttered layout with ample white space around the text and between elements. This ensures everything is easy to read and find.

What we love: I love how Security.org also strategically leverages social proof. Displaying logos of news outlets that covered the company, like Forbes, Wired, and ABC, alongside a mention of their impressive 10 million+ YouTube views, builds trust and establishes the platform's credibility.

31. Carmax

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Taylor Shanklin, CEO and founder of Barlele, a branding strategy and web design agency, says when designing a homepage, you should start by creating a clear list of problems your target audience has and the solutions you offer for those problems.

“Once you have that really well defined, it is easier to design the website interaction journey in a way that quickly and clearly communicates how you are the best company to provide a solution to their problem.”

Carmax nails that concept and directly addresses two of my biggest concerns as a used car buyer: hidden costs and the quality of the vehicle they are buying.

What we love: I love the positive outlook of the visuals supporting the navigation cues that guide me to various service areas, including car buying, selling, and financing options.

32. Adobe Portfolio

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Adobe is synonymous with creative software for audio and visual mediums, and the company leans on its reputation as its own proof of quality for Creative Cloud.

A bold headline, “Beautiful Portfolio Websites,” and a subheading, “Free with Creative Cloud,” immediately communicate the main benefits, and background visuals show a wide variety of example portfolios.

What we love: I love that the homepage features a curated selection of project examples to show the quality and diversity of portfolios I can create on the platform.

Build a Great Homepage for Your Brand

In the words of Garry West, a “great homepage design is like a perfect handshake – it's strong, confident, and leaves a lasting positive impression.”

It’s worth investing time and effort into getting your homepage right. My personal best homepage design practices and these inspirational website page examples are great places to start gathering ideas to create a standout homepage for your brand. Who knows, perhaps your brand will be the next addition to our brilliant homepage examples list.

from Marketing https://blog.hubspot.com/blog/tabid/6307/bid/34006/15-examples-of-brilliant-homepage-design.aspx

Your website homepage is your company’s first impression for most customers, and first impressions are everything. Your landing page needs to make a killer first impression to encourage potential customers to stick around and engage.

In this guide, I’ll share some best practices for homepage design along with brilliant homepage design examples that have implemented these practices.

Table of Contents

• Homepage Design Best Practices
• Brilliant Homepage Examples to Inspire You

Homepage Design Best Practices

Through trial and error (and a whole lot of website analytics), I’ve developed a set of homepage design best practices that consistently deliver results. These practices have helped me create homepages that are not only attention-grabbing but also compel action and leave a lasting impression on visitors.

Let's dive in.

1. Tell them who you are and what you do.

Don’t leave website visitors guessing. Introduce your brand and mission above the fold.

I usually start by crafting a punchy headline that captures my brand’s identity and purpose. Keep it short, no more than eight words. TL;DR and short attention spans rule the internet, so longer headlines get skimmed over.

If I need more message room, I’ll add a subheading with my brand's key benefits.

I’ll also include high-quality visuals like videos, images, or animations to reinforce my brand messaging and capture attention.

Pro tip: Free visuals are often overused.

Free visuals are always tempting, but relying heavily on them can lead to a cookie-cutter look on your website. Create unique visuals to increase your brand memorability.

2. Write like your target audience.

Your homepage should be laser-focused, engaging, and speak to your target audience in a style that makes them comfortable.

Research is my secret weapon in this case. I research my target audience’s behaviors, preferences, needs, and challenges. Those findings guide the language and tone I use in my homepage elements. My goal is to speak in terms they use daily and avoid confusing them with technical jargon.

Pro tip: Don’t go too casual.

While making viewers feel comfortable, it’s also important to create trust through your phrasing, so be careful not to use too much slang.

3. Use design to showcase your unique selling proposition.

Your homepage must explain your unique selling proposition (USP). I start by asking myself what makes my products, services, and brand unique. Then, I ask why they’re superior to my competition.

Your design elements should prominently display that message, whether as part of your headline and subheading or built into your hero image. Your message should focus attention on the USP.

For example, at HubSpot, our USP is perfectly captured in our subheading: “Seamlessly connect your data, teams, and customers on one AI-powered customer platform that grows with your business.”

I also support my USP with other secondary elements, including:

• Taglines, bullet points, or a short paragraph highlighting my product's primary features and benefits.
• Visuals of my products in action.
• Social proof like customer testimonies, client logos, and case studies.

Pro tip: Use color or animation.

Consider contrasting colors in your palette or simple animations to focus attention on your USP.

4. Optimize your webpage for multiple devices.

In today’s mobile-first world, much of your website traffic will come from smartphones or tablets. In fact, as of 2024, mobile devices account for 67.3% of website traffic.

I always plan for mobile responsiveness as part of every homepage. These three points are the cornerstone of my process to optimize a homepage for multiple devices.

• I use a responsive design that automatically adjusts the layout to fit the screen of any device.
• I prioritize mobile usability, so I use clear and concise navigation bars and menus, large tap-friendly buttons, and larger font-size text.
• I avoid elements like flash banners, bulky animations, and pop-ups that can overload mobile screens, slow page loading times, and cause higher bounce rates.

Avoiding slowing your page is especially important. Paige Arnof-Fenn, founder and CEO of marketing network Mavens & Moguls, says if your website doesn’t load in 3 seconds or less, “your users will go somewhere else, and the opportunity will be lost.”

Pro tip: Mute sounds by default.

Mute any sounds on your website as the default to avoid blasting mobile users with unexpected loud music. If they’re in a space where sound doesn’t matter, they can tap to turn sounds back on.

5. Include multiple calls-to-action (CTAs).

Your homepage should also be designed to drive action. Using multiple calls to action (CTAs) improves those results.

CTAs tell my website visitors what I want them to do next, whether it’s signing up for a free trial, exploring a specific product category, downloading a valuable resource, or contacting your sales team. They are the bridge between interest and conversion.

Here’s what I do to maximize the effectiveness of my CTAs.

• I position them prominently on the homepage, with the first one easily visible without scrolling.
• I use design elements like contrasting colors or images to make them stand out.
• I use strong verbs and action-oriented language to compel action. Verbs like get, start, join, and discover are powerful because they convey both action and outcome.

Pro tip: Don’t go overboard.

Don’t overload your homepage with too many CTAs. Consider one or two per section of your homepage. The goal is for them to be easy to find, not overpowering.

6. Stay on brand.

Your homepage should unmistakably reflect your brand’s style, creating a strong, cohesive identity that visitors recognize and remember.

For me, that entails:

• Prominently placing my brand’s logo on the homepage and header.
• Using my brand’s color palette.
• Using typography that aligns with my brand’s identity and style guide.
• Matching phrasing and grammar to my brand’s voice.

Pro tip: Take inspiration from packaging.

If your brand already has strong product packaging or on-site branding, use those designs as a foundation to build your homepage.

7. Keep your website dynamic.

The most effective homepages evolve regularly to meet the changing needs, problems, and questions of their visitors.

I regularly update my homepage content to reflect current events, seasonal changes, emerging design trends, and special promotions. For instance, adjusting featured product page callouts during the year will keep your homepage fresh and relevant to visitors’ interests.

I also use A/B testing to compare the effectiveness of different versions of my homepage elements (headlines, CTAs, visuals, and layouts).

Finally, I use dynamic content that automatically changes based on visitor data. For example, my website can use location data to update currency settings and pricing.

Pro tip: Use change with purpose.

Don’t change elements just because a certain amount of time has passed. Each update should provide value to visitors.

6. Make it accessible.

Your homepage needs to be accessible to every visitor to ensure a smooth and positive experience, which is crucial for building trust. The main accessibility features to consider are alternative text for images (alt text), keyboard-only navigation, resizable text, color contrast, and closed captions for videos.

Many homepage design templates include some of these features (especially helpful to small businesses), but I always check local, state, and federal rules to make sure I include everything that’s required.

Pro tip: Get expert help.

Check out HubSpot’s web accessibility guide for more on how to create accessible websites.

Brilliant Homepage Examples To Inspire You

I’ve shared my personal best website homepage design practices. Now, let’s take a look at some of the best real-world homepage examples that put these best practices into action.

1. HubSpot

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There might be a bit of bias here since it's our website, but HubSpot is one of the best examples of good homepage design.

The clear and concise headline immediately catches my eye by telling me how it can help my business, and the subheading explains the specific benefits.

But it’s not just about telling me what it does — HubSpot also wants me to engage. So, immediately after the headline, it includes two prominent CTAs encouraging me to take the next step while reassuring me there’s no cost to try it out.

What we love: I love how the homepage cleverly uses figures and statistics to show the vastness of HubSpot’s community. This helps support its USP and core value proposition and builds trust through social proof.

2. Dropbox

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The first thing that grabs my attention on Dropbox’s homepage is the social proof headline that doubles as a call to action. It’s immediately inviting me to join its tribe of over 700 million users who already trust Dropbox.

The supporting visuals and copy are also spot-on, with a classic minimalist feel that doesn’t distract from the messaging. Additionally, an animation showcasing Dropbox in action provides a dynamic and engaging demonstration of its functionality.

What we love: I love that Dropbox describes different use cases throughout the homepage. Helping visitors relate to the tools on a more granular level improves the odds of a conversion.

3. A24 Films

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A24 Films takes a unique approach to its homepage engagement, which works quite beautifully. Instead of a text-heavy layout that I often encounter on other websites, the homepage only features promos for its new films above the fold.

This is a great strategy for grabbing visitors’ attention — in fact, when I landed on the website, I clicked through and watched several before remembering I was supposed to be reviewing the page.

What we love: This homepage example showcases the best of simple design. I love how every item on the homepage is a full-screen section as you scroll down — with just one image and a large text link.

4. FreshBooks

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FreshBooks accounting software mainly targets small and medium-sized businesses. The website's homepage immediately outlines its features so I can quickly understand what I stand to gain by trying it out.

There’s also a great use of contrast and positioning with its primary calls-to-action (“Try It Free” and “BUY NOW & SAVE”).

What we love: I love FreshBooks' use of social proof. The homepage includes customer testimonials to show real-world success, plus star ratings from third-party sites to build trust and credibility.

As Garry West, director at Imagefix, a design and digital marketing agency, says, social proof tells potential customers and visitors that a company “isn't just making promises — it delivers for others like them.”

5. Omsom

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Omsom is a great homepage example of talking to their audience’s stomachs. Its homepage features a scrumptious meal that makes me hungry just looking at it. And the headline, “Real Asian Flavors in Minutes,” lets me know I could have a similar plate on my table in minutes.

As I scroll down, the homepage dives deeper into how the product works, addressing any potential skepticism I might have and offering more CTAs to try for conversions.

What we love: I love that the hero section of the website features glowing customer reviews and a free shipping offer. This helps build social proof and motivates me to take action.

6. Pixelgrade

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Pixelgrade is another solid example of a simple but effective design. There are no overwhelming menus or jargon — just a clear, bold title that tells me the company’s main offering (simple WordPress themes) and a subtitle that hints at the beautiful possibilities of taking them up on its offer.

But what really sold me was the way the page builds trust. As I scroll down, Pixelgrade showcases three reasons I should choose it, and a real testimonial from a happy customer backs up each reason. Social proof like that makes a huge difference.

What we love: The simple design and the color combination that makes the above-the-fold CTA stand out is beautifully done.

7. Etoro

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eToro is an investing platform for trading securities, including stocks and crypto, which the homepage color scheme and style reflects well.

The homepage immediately welcomes me with a clever headline: “FRIENDLY PLATFORM, SERIOUS INVESTORS.” This headline conveys to me that eToro is accessible and easy to use for new investors but also possesses the depth and breadth needed for seasoned investors.

The homepage also perfectly leverages social proof. It cleverly weaves in the total number of users (30 million) in the subheadline. That’s a huge confidence booster for any visitor. Plus, the impressive 4.2-star Trustpilot rating right below adds another layer of trust.

What we love: I love the use of the color green for its calls to action. Green is often linked to growth, prosperity, and financial well-being, which works well with eToro’s goal of empowering customers to achieve their financial goals and build wealth.

8. Chipotle

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Chipotle's homepage is all about visual persuasion. The above-the-fold imagery includes a close-up video of the featured meals, plus high-resolution images that showcase the famous restaurant’s signature dishes in all their glory. Anticipating the needs of most of their website visitors, Chipotle includes prominent CTAs for finding a location or ordering online.

The page design is clean and uncluttered, ensuring a smooth user experience and keeping the focus squarely on the delicious food.

What we love: The food videos are captivating and make me hungry just by looking at them.

9. Grammarly

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Since Grammarly is a well-known brand, it can afford to use its homepage to promote one of its newest features: an AI writing assistant. The headline and the subheadline immediately sell me on the new feature’s benefit — helping my writing and, by extension, my reputation shine through the power of responsible AI.

The design reflects that Grammarly is all about writing and text, with the only visuals being CTAs, an animation example, and logos for social proof.

What we love: To support its core value proposition, the page has an animation on the left side that provides visitors with a glimpse of how the new Grammarly feature works as soon as they land on the page.

10. eWedding

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For engaged couples planning their big day, eWedding is a great platform for building custom wedding websites. The homepage is simple and clean and only includes the necessary elements to get you started. It features great product visuals, a powerful headline, and a straightforward CTA that promises to make wedding planning easier.

But eWedding also understands that budget is a major concern and pain point if I'm planning a wedding. So, to address this concern, the website has a cost calculator that helps me estimate how much I could save on RSVP, a cash registry, and a custom website.

What we love: A counter of the number of wedding websites built using eWedding (over 912,000) is a great use of social proof.

11. Spotify

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Spotify epitomizes less is more. Its homepage immediately greets me with a simple value proposition and CTA — get the music and podcasts I want for free. Below the fold, each section reinforces that concept with a bold design and minimal text and follows up with another CTA.

What we love: I love that Spotify’s homepage integrates customer service by including a short FAQ answering the most common questions new users will likely have immediately after signing up.

12. Colorsmith

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Colorsmith’s primary headline immediately tells me what the website is about, and the background visuals support the message by showing men using Colorsmith. It's relatable and helps the target audience picture themselves using the product.

Below the fold, Colorsmith follows up with details on how the process works and focuses on how each client gets custom color formulations for a perfect match.

What we love: I love the placement of the “Craft My Color” CTA at different spots on the homepage. No matter where I scroll, the CTA is always nearby to take me to the next stage.

13. Melyssa Griffin

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Melyssa Griffin’s website homepage showcases both her expertise and personality.

It features a short looping GIF of her chair dancing that evokes fun and liveliness to drive home the idea that she’s a real person and not a random faceless entity. The design itself is bright and cheerful but not overwhelming.

What we love: I love the inclusion of a quick quiz as an interactive element. It's a win-win for everyone — visitors learn their money management archetype while Melyssa generates leads.

14. Nine Lives Foundation

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Nine Lives Foundation uses empowering text and emotional images to connect with visitors. By using a subtle parallax effect to create a sense of movement without the need for larger video files, they help increase their website speed while keeping a sense of motion.

Getting and giving help is made easy, too. A well-laid-out list of services and ways volunteers can help lives just below the fold.

What we love: I love that Nine Lives addresses giving AND getting help on the same page with well-organized CTAs.

15. Digiday

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Digiday uses traditional newsprint style and takes it into the future with a well-planned layout, creating the digital equivalent of a newspaper front page. Digiday gives readers a comfortable experience and encourages clickthroughs by building on a familiar format.

What we love: I love how Digiday uses simple and uncluttered formatting to present a lot of news on one screen.

16. Asana

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Asana’s headline is an attention grabber, and the subheading explains the exact value proposition. Together, the two quickly communicate the core functionality and benefits of using Asana.

The homepage doesn't waste any time trying to get a conversion, either. Two prominent CTAs, “Get Started” and “See how it works,” sit right below the main headline, making it clear what they want me to do next.

What we love: Asana leverages social proof exceptionally well. They keep my attention as I start to scroll by stating that 85% of Fortune 100 companies use their software. They then include logos for some of the best-known brands.

17. Evernote

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Evernote's homepage will feel like a beacon of hope if your desk is a warzone of sticky notes like mine. The headline “Tame your work, organize your schedule” is enough to make me want to try it immediately.

The design stays true to the promise of organization with a simple layout and graphics. The CTA, with its bright green color against the white space, is impossible to miss as well.

What we love: The primary visual is an image of Evernote in action. I can almost see my own to-do lists and notes neatly organized within the app. It's a powerful image that fuels a desire to get started and experience that organization firsthand.

18. Telerik by Progress

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Telerik’s website pops with bold colors, fun designs, and videography that creates a Google-like vibe.

A simple headline tells me its core value proposition, and the rest of the homepage backs that up with a simple, high-level overview of its primary product offerings. Plus, a scroll-triggered animation keeps the homepage engaging as you scroll.

What we love: I love that even though this is a tech-based platform, the copy is refreshingly lightweight and easy to read.

19. Basecamp

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Basecamp’s homepage speaks directly to the needs of overwhelmed project managers, its primary target audience. Everything on the homepage is designed to nudge you towards their primary solution — a central hub for managing different projects.

The graphic echoes the tagline message, there’s a video demo embedded on the page, screenshots of the software, and the page is organized to flow naturally as questions are raised and answered.

What we love: I love that the page is arranged to raise and answer questions in a logical order to guide the audience through the sales funnel.

20. charity: water

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This homepage empowers visitors to tackle a huge goal: clean water. The charity: water homepage directly tells visitors they can make a difference, with a payment portal at the top of the page.

Visuals, creative copywriting, and interactive web design work together to engage visitors and encourage action. The charity also uses personalization to show a different follow-up homepage to repeat visitors.

What we love: I love the use of personalization to help follow up with repeat visitors who might still need to donate.

21. TechValidate

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TechValidate’s product is managing social proof and they lean into that by incorporating their own social proof throughout the homepage.

This homepage is also beautifully designed, making use of white space and contrasting colors that draw your eye to the most important elements.

What we love: I love that the product’s video is front and center, making it effortless for potential customers to learn more.

22. Medium

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Medium’s homepage is another brilliant example of less is more. It uses simple messaging on a bold background that communicates what the brand is all about and the key value proposition.

This is followed by a prominent and action-oriented CTA that invites me to take the next step. BY minimizing messaging, they lean into their “Stay curious” headline and create curiosity to drive clickthroughs.

What we love: I love the bold yellow color, which immediately grabs attention, and the contrasting black text for optimal readability.

23. Kind Snacks

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Kind Snacks uses bold colors and product photography to drive ecommerce. While their homepage changes frequently to stay dynamic, it is always focused on conversion, with CTAs for shopping prominently displayed.

What I love: Kind Snacks speaks directly to its target audience and keeps the page fresh with frequent updates to focus on different products.

24. Ahrefs

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Ahrefs offers tools that can help teams improve their search engine optimization. The design of Ahrefs’ homepage is clean and modern but quirky and starts with a quick pixel-style loading animation.

Brief descriptions of each tool just below the fold with screenshots provide a quick overview of their features, making it easy for me to understand the range of capabilities without needing to navigate away from the home page.

What I love: I love the digital retro theme of the page. It's eye-catching and adds an approachability to the company. I also like the dynamic counter that displays the number of new Ahrefs accounts created in the past week.

25. Happy Money

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Happy Money’s homepage grabs my attention with a positive and emotionally charged message that promises you won’t be just another number with the company. The color scheme and graphics play into this humanized feel to drive home the idea of trust and approachability.

Below the fold is well organized to keep visitors scrolling by answering questions and providing more encouragement with social proof.

What we love: I love how color and style work together to reinforce the messaging.

26. Headspace

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Headspace’s homepage works to create connections with second-person language and benefits featured prominently. A soft color palette, ample white space, and a minimalist aesthetic mirror the mental clarity and relaxation the app promotes.

CTAs, are strategically sprinkled throughout the homepage, gently nudging me to explore the platform further.

What we love: I love that the homepage includes short, guided meditations you can try right away without any signup to add value for visitors.

27. Tesla

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Tesla’s is a bold homepage example. The design is all about letting its products speak for themselves. It's entirely product-focused, featuring breathtaking visuals of Tesla vehicles in action.

This focus is deliberate. Tesla knows their cars are statement pieces, and there’s no need to clutter the message with extensive promotional text. It’s a perfect example of a brand perfectly understanding its USP.

What we love: I love the inclusion of clear and concise CTAs and visuals that prompt me to seamlessly transition from admiration to action.

28. Thrive Market

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The Thrive Market is another example of a website that gets straight to the point. The homepage immediately asks me a question, encouraging immediate engagement and moving me one step closer to conversion.

The page features vibrant images of wholesome foods and natural products with clear, straightforward text promising you don’t have to break the bank to eat well.

What we love: I love that Thrive Market keeps it interesting with their call to action buttons. Instead of using a generic “Buy Now” they get a bit cheeky with phrases like “I like overpaying.”

29. Angi

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The minute I land on Angi’s homepage, I can immediately tell what the company is all about. It's a great homepage example of a core value proposition and call to action rolled into one with an immediately accessible search bar and quick link buttons.

No need to wander through menus or different web pages — I can jump right to the service I need from the homepage.

What I love: The homepage design is clean, functional, and conversion-focused without the need to scroll or visit other pages.

30. Security.org

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Security.org positions itself as the ultimate resource for all things DIY digital security. The homepage encourages visitors to do it themselves with Security.org’s help.

In addition, the page employs a clear, uncluttered layout with ample white space around the text and between elements. This ensures everything is easy to read and find.

What we love: I love how Security.org also strategically leverages social proof. Displaying logos of news outlets that covered the company, like Forbes, Wired, and ABC, alongside a mention of their impressive 10 million+ YouTube views, builds trust and establishes the platform's credibility.

31. Carmax

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Taylor Shanklin, CEO and founder of Barlele, a branding strategy and web design agency, says when designing a homepage, you should start by creating a clear list of problems your target audience has and the solutions you offer for those problems.

“Once you have that really well defined, it is easier to design the website interaction journey in a way that quickly and clearly communicates how you are the best company to provide a solution to their problem.”

Carmax nails that concept and directly addresses two of my biggest concerns as a used car buyer: hidden costs and the quality of the vehicle they are buying.

What we love: I love the positive outlook of the visuals supporting the navigation cues that guide me to various service areas, including car buying, selling, and financing options.

32. Adobe Portfolio

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Adobe is synonymous with creative software for audio and visual mediums, and the company leans on its reputation as its own proof of quality for Creative Cloud.

A bold headline, “Beautiful Portfolio Websites,” and a subheading, “Free with Creative Cloud,” immediately communicate the main benefits, and background visuals show a wide variety of example portfolios.

What we love: I love that the homepage features a curated selection of project examples to show the quality and diversity of portfolios I can create on the platform.

Build a Great Homepage for Your Brand

In the words of Garry West, a “great homepage design is like a perfect handshake – it's strong, confident, and leaves a lasting positive impression.”

It’s worth investing time and effort into getting your homepage right. My personal best homepage design practices and these inspirational website page examples are great places to start gathering ideas to create a standout homepage for your brand. Who knows, perhaps your brand will be the next addition to our brilliant homepage examples list.

via Perfecte news Non connection