3 Tips for a Winning Hompage
“Your homepage is often your first — and possibly your last — chance to attract and retain each customer,” as Danish usability consultant, Jakob Nielsen says.
What does your website’s homepage say about your company? Is it the “face” you want users to first meet? Does it create a lasting impression, enjoyable online experience, and put new users at ease? If you answered “no” to these questions, follow our three homepage tips for a winning website.
1. Your Homepage At-A-Glance
Are you a trendy boutique retailer? Do you offer catering services for parties? Is your homepage tailored to your unique audience? It takes a user a rapid 0.05 seconds to form an opinion about your website.
Your homepage should clearly communicate what your company does, why the user should explore further, what differentiates you from the competition, and what action you want the user to take. Keep your messaging simple, but impactful and descriptive, especially when it comes to headlines and calls-to-action (CTAs).
Photography is your best friend! Quality imagery goes a long way to convey your business’s objectives and values. Feature simple high-resolution, lifestyle and product photography to draw attention, without looking too staged (stock photos) or cluttered. If you sell a service instead of products, use environmental or human-interest (lifestyle) photography.
Step it up a notch by including GIFs, quality video, and other interactive content. Regardless of the medium, ensure the imagery makes sense and furthers your brand’s story.
Visitors to Hello Fresh’s website, instantly learn Hello Fresh is a home cooking service that provides simple step-by-step recipes, with pre-measured ingredients. The call-to-action to “view our plans” is front and center.
2. Provide Clear Action
Throughout your website, calls-to-action (CTAs) must be prominent and easy to find. An effective CTA tells the user what action to take next. Highlight descriptive action language, such as buy now, explore new arrivals, donate, and learn more.
CTAs can come in many forms: text links, buttons, and even titles. Buttons are the most effective type of CTAs, because they are intentionally created to entice a click.
Your button’s positioning, size, and color all impact engagement. Colors have associated meanings, so choose an actionable brand color (or two) wisely. Is gray one of your brand colors? Try to avoid using the color for buttons – users can mistakenly assume that the CTA is inactive.
When determining the placement of your CTAs, consider popular web scanning patterns, such as “F” and “Z” patterns. This is the natural path of a user’s eye during the first few moments of landing on a webpage.
As always, don’t forget about mobile! Buttons should be a “thumb-size” when viewing on a mobile device – 44×44 pixels is a good rule of thumb (no pun intended).
Spotify’s homepage assumes users know that Spotify is a music streaming service and prompts them to start a free trial for their Premium membership with a bold green CTA. Green means go – plus it’s on-brand.
3. Homepage Design – Lookin’ Good
Readability is key for effective web design. Typefaces (aka fonts), text sizes, and weights guide users content consumption on your website. This is creates a visual hierarchy, providing a combination of visual text treatments that informs users on how to scan, absorb, and digest the information detailed throughout your website. In addition, it ensures important elements stand out.
Of course, don’t go too crazy. A simple and thoughtful design outperforms a hectic or confusing webpage. When selecting a font (or series of fonts) for your website, look for typefaces that come in a variety of weights (thin, bold, heavy, black etc.) to give you diversity, while still having a clean and elegant look. Keep font families to a minimum, when possible. Roboto is a great example of a free web-font with many weights and treatments.
How Does Your Homepage Stack Up?
Do you have a winning website, or could you use some professional help? Our Creative Services and User Experience team focuses on crafting relevant, useful, engaging, and user-centric website designs that drive growth.
Whether you need advice on a landing page or require a full brand overhaul, we can help. Want to learn more? Get in touch.