What a Good Home Page Design Should Do:
When we’re asked to redesign a website, our clients often tell us that it looks outdated or that the information is no longer current. But there’s a lot more to it than that. Here’s a strategic approach to help you evaluate your homepage design.
Set your brand tone
Are the images emotional, compelling, and represent what you stand for? Does the copy start a narrative that is interesting and compelling? Headlines should be bold and emotional, while subheads should provide more factual details.
Create an interesting, compelling main message
Does your content state the obvious, or does it say something new? Do the images and text complement each other or are they just there as placeholders? Remember — images can quickly tell powerful stories. Statistics, testimonials, awards, and customer logos all prove you are who you say you are.
Clearly define who you are and what you do
Does your content quickly define who you are and what you do, while differentiating you from the others? Customers don’t visit your site to be impressed or entertained—they’re looking for something. Help them decide to choose you.
Speak to your main audiences
You can’t talk directly to your audiences if you don’t understand who they really are. Once you do, you can craft powerful messages that appeal to their biggest needs.
Funnel users to a conversion
Remember your conversion goals and guide your customers to them as quickly as possible. For B2B, you need to capture their information so you can talk with them. For B2C, you need to make that sale. Understand the paths required to achieve your goals, and always offer shortcuts. Some users are learning, and some are ready to buy. Appeal to both with the correct Calls-To-Action (CTAs).
What a Home Page Design Doesn’t Have to Do:
You don’t have to tell a complete story
The history of your company, how your products work, and all their benefits are too much to include on the homepage. All you need to do is impress visitors enough to choose their path through your site. Until they click on something, you don’t know what story to tell them.
“Buy Now” might be too soon on the home page
Often times, the main conversion isn’t appropriate for the home page yet. It’s still a good idea to offer that shortcut, but understand that the customer’s journey will likely involve more of a story. Introduce yourself, offer benefits and options, let them view your product or services, possibly read some testimonials, and then they’re ready for purchase. It is important to keep all paths to a conversion in mind.
No need to explain ALL the benefits you offer
Your homepage should tease everything. Showcase a few clients or customers who have bought from or worked with you. Highlight some of the key benefits you offer. Mention your outstanding commitment to service. These are all things the customer expects you will have. By showing a little, you help them check that box. Let them click to read more if they want, or better yet — let them start down a quicker conversion path. Don’t slow the customer down with mission statements and lots of copy on the home page. Be brief and help them decide their next click as quickly as possible.
How Do You Evaluate the Effectiveness of Your Home Page?
Run through a few questions and answer them honestly. Include the different perspectives of Owner (for brand), Sales staff (for conversion goals and demographics insights), and Marketing team (for messaging and long-term influencing help.)
- Does your home page “feel” like your brand?
- Is it interesting?
- Is it compelling, or does it say the same stuff everyone else is saying?
- Is it believable? (Do you have “proof”?)
- Does it have funnels for different audiences?
- Are there CTAs?
You can do this yourself. We also offer a complimentary website analysis if you’re interested!