The Ideal Website Home Page
What You Should Include in Your Website Homepage Design (ideally, in this order)
1. Headline
Within three seconds, a website needs to tell visitors what the business has to offer. That's where your headline comes in. It may only be a few words, but it's one of the most important pieces of copy on your website.
Many types of people might visit your website, and you'll be hard-pressed to find a few words that hit home for everyone. Instead, write your headline to target a third of those people who are most likely to be happy with your product.
Keep the headline itself clear and simple.
2. Sub-headline
Your sub-headline should supplement the headline by offering a brief description of what you do or what you offer. This can be done effectively by zeroing in on a common pain point that your product or service solves.
To optimize your headlines for mobile, use larger fonts to give visitors a better experience. Small fonts could force mobile visitors to pinch and zoom in order to read and interact with the content on your site. Our advice? Use the heading options in your page editor. H1 headings are perfect for page titles — there should only be one H1 on a page. Subheadings should follow the order of the hierarchy, H2, H3 ... H6, and so on. You can have several of these headings, just make sure they’re in order. For example, you won’t want to jump from an H1 to an H3 — choose an H2 instead.
3. Primary Calls-to-Action
The goal of your homepage is to compel visitors to dig deeper into your website and move them down the funnel. Include two to three calls-to-action above the fold that direct people to different stages of the buying cycle — and place them in spots that are easy to find.
These CTAs should be visually striking, ideally in a colour that contrasts with the colour scheme of your homepage while still fitting in with the overall design. Keep the copy brief — no more than five words — and action-oriented, so it compels visitors to click whatever you're offering. Examples of CTA copy are "Sign up," "Make an appointment," or "Try it for free."
4. Supporting Image
Most people are visual. Make sure to use an image (or even a short video) that clearly indicates what you offer. Use images that capture emotion, drive action, and visually tell the story you’re writing about.
To optimize your images for mobile users, use high-quality images that have a reduced file size.
5. Benefits
It's not only important to describe what you do, but why what you do matters. Prospects want to know about the benefits of buying from you because that's what will compel them to stick around.
Keep the copy lightweight and easy to read, and speak the language of your customers.
6. Social Proof
Social proof is a powerful indicator of trust. Your product or service could be the best in the world, and it's okay to lay that claim — it's just that people may not believe you unless they hear it from other people, too. And that's exactly what social proof does.
Include just a few of your best (short) quotes on the homepage, and link to case studies/testimonials if applicable. Adding a name and photo gives these testimonials more credibility.
7. Navigation
The design and content in your homepage navigation could mean the difference between a website conversion and a bounce. To decrease bounce rate, give your visitors a clear path to the pages they need right from the homepage. Make the navigation menu visible at the top of the page, and organize the links in a hierarchical structure.
No one knows your website better than those who helped design it, so be sure to conduct user tests to make sure it's simple and intuitive for visitors to find what they're looking for on your site. Include a search box if you can.
8. Content Offer
To generate even more leads from your homepage, feature a really great content offer, such as a discount, ebook, or guide. Folks who may not be ready to buy might rather download an offer that gives them more information about a topic they're interested in.
9. Secondary Calls-to-Action
Include secondary CTAs on your homepage to offer additional conversion opportunities for prospects who aren't interested in your primary objective. Think of them like the contingency plan: They offer another path for visitors who are not yet ready for something as high-commitment as you're asking.
While your primary CTAs should be above the fold, place secondary CTAs below the fold to give visitors things to click on when they scroll down.
10. Features
In addition to benefits, list some of your key features. This gives people more of an understanding of what's provided by your products and services. Again, keep the copy light and easy to read.
11. Resources
Again, most visitors to your website won't be ready to buy ... yet. For folks who are looking for more information, offer a link to a resource centre (blogs) where they can browse relevant information. Not only does this keep them on your webpage for longer, but it also helps you establish your credibility as a thought leader in your industry.
12. Success Indicators
In addition to customer success stories, both awards and recognition can also help inspire a good first impression. Is your company a critically acclaimed restaurant? Were you voted best new app this year? Let your homepage visitors know of your accomplishments. Like social proof, it'll give your business more credibility to those who don't know you.
