If your cafe homepage were a shopfront, the first screen would be the window. Below is what belongs in the window, what belongs inside, and what belongs in the bin.
Row 1: the first screen
One headline in plain words — the service, the customer and the area, such as "Cafe services for locals within a few kilometres across [your area]". One line of reassurance under it (current opening hours that match Google or years trading). Then the primary action: for cafes that is 'order online' or 'book a table' plus a map link — most visitors want directions and hours. All three visible on a phone without scrolling. No slider, no video, no welcome message.
Row 2: what you do, in the customer's words
Three to six services, named the way people search for them — breakfast and brunch, specialty coffee, takeaway and online ordering and catering for offices — each with one sentence and a link to its page. Someone who typed cafe near me open now should see that phrase, or something close to it, within one scroll.
Row 3: proof where the decision is made
Three recent Google reviews with first names and dates, and the specific trust details customers look for: a menu that is text, not a photo of a chalkboard, recent photos of actual dishes and a named owner or head barista. Put this row directly under the services, not on a separate page.
Row 4: photos that could only be yours
Four to six images: the room in morning light, three signature dishes, and the coffee being made. Each with a short caption naming the suburb or the job. This row replaces the stock imagery that most cafe homepages open with.
Row 5: the money question
Show menu prices. Hiding them signals 'expensive', and people decide where to eat from their phone before they leave the house. Even a single line — "typical jobs from $X" — on the homepage keeps people from leaving to find a competitor who says a number.
Row 6: where you work
Name the suburbs or the radius you genuinely cover, with a small map if customers come to you. It answers the second question every visitor has and it is what local search reads.
Row 7: the same next step, again
Repeat the primary action at the bottom, with the phone number written out. People who scrolled this far are ready; do not make them scroll back up.
What to leave off
- An Instagram feed instead of a website, which search engines cannot read.
- Hours that differ between the website, Google and the door.
- Your business history in the first screen. It belongs on the about page.
- Sliders, autoplay video and pop-ups in the first ten seconds.
- Four competing buttons. One primary, one secondary in text.
The homepage in eight rows
- Headline: service + customer + area.
- One-line reassurance and the primary button.
- Three to six services with links.
- Reviews and trust details.
- Your own photos with captions.
- A price line or range.
- Service area.
- Primary action repeated with the phone number.
Common questions
Should my menu be a PDF?
No. A text menu is readable on phones, indexable, and easy to update when prices change.
Do I need a website if I have Instagram?
Yes. Search engines and AI assistants read websites, not feeds. Use Instagram for the daily specials and the website for hours, menu and location.
Do I need a blog?
Not to start. A clear homepage, service pages, prices and a contact path come first. Add articles later when you have real questions from customers worth answering.
YINO builds focused websites for Australian local businesses: $499 for a one-page site delivered in 3 business days, $999 for up to 8 pages. If you are weighing up a refresh versus a rebuild, start with website refresh; otherwise get in touch.
