7 Elements of Effective Homepage Design
Making and maintaining a successful business is complicated. There are always multiple elements to keep in mind, and there’s never a one-step solution to make a business immediately successful. However, it’s common knowledge that a strong online presence is crucial to businesses of all kinds, and it’s almost impossible to have a customer-friendly online presence without an effective homepage design.
Put simply, a highly converting homepage is one that is user-friendly and guides visitors through the relevant pages easily. If visitors can’t figure out which page they need to visit to place an order or have a question answered, your homepage needs to be improved. A good website can go a long way towards increasing business and customer loyalty. Fortunately, a highly converting homepage is easier to create than you might realize! With just a few key elements on your page, your visitors will be able to easily navigate your website and appreciate what you have to offer.
Effective Homepage Design Starts at the Top
Your top section should consist of a headline, a subheadline, supporting imagery, and a call to action. They should be clear, concise, and should immediately answer these questions: who is your product for? What problem does it solve? What should a visitor to your page do next? Your top section should draw viewers in with striking visuals and the idea of great future benefits.
Use imagery that positions the customer as the sympathetic hero of the story, whether you’re marketing towards teenage girls, working-class adults, or any other target audience. Your imagery should also make it clear what your product will do for page viewers; consider it a successful “after” picture that shows how a customer’s life will be improved after using your product or service. Make sure any other images you use on your page support the theme you’ve created on your homepage.
Looking for great images? A great resource can be Shutterstock. They have a great selection of images for any audience.
Your company logo should be clearly visible in your top menu. This menu should make it easy to navigate your page by limiting options to the simple essentials that people will be looking for, rather than linking to every possible page and sub-page. Putting your primary call to action in the top right of your page, near the top menu, will ensure that it sticks in people’s memory.
Call to Action
Aim to have a primary and a secondary call to action. It’s a good idea to repeat these calls to action at least three times, ideally once above the fold, once below it, and once in the top menu. Calls to action are so important because they summarize your business in an easily digestible way, and tell viewers exactly what steps they should take next.
Use different forms of media, including text, video, and imagery to expand on how, who, and what; that is, HOW your product or service works, WHO will benefit from it, and WHAT your visitors should do next to receive these benefits. Label your sections clearly. Avoid formatting that gives you unbroken blocks of text, and keep your language simple. People will appreciate a straightforward, benefit-based message.
Establishing customer trust is essential to effective homepage design, and one of the best ways to do this is with testimonials from other customers who your current visitors will relate to. Place customers quotes or stories prominently on your page, and make sure they’re either immediately visible or easily accessible. Use quotes and stories that are succinct, direct, and fit your existing call to action and overall theme.
When you keep these web design elements in mind, you can make an effective homepage design that contains all the information your visitors need in a visually pleasing, interesting way. You’ll see greater conversion rates and increased web traffic when visitors feel comfortable on your homepage!