Statistics show that users will typically make up their mind about what you do/what your business does within 5 seconds of landing on your website’s homepage.
Yup. 5 seconds. That’s all the time you get to make an impression.
In fact, data shows us that most people probably won’t even scroll past the fold if what they’ve seen doesn’t immediately grab their interest.
If you’re honest with yourself, you’re exactly the same too. How many times have you come across a website or piece of content that you’ve thought “this doesn’t look or sound relevant to me, but I’m going to go ahead reading/watching/listening anyway”? Not unless you were really bored right? So why do you expect your audience or potential client to stick with your website, even though you know it’s not optimised or accessible, and your messaging isn’t clear, and it’s not even that pretty to look at?
The benefits of having a great homepage is multi-fold:
- You are putting your best digital foot forward, with an online presence that is truly representative of your business and brand and unique offering.
- You are creating an experience that your target audience will find compelling, ultimately leading to conversion
- You reduce your bounce rate, as your target audience is then more likely to dive deeper into the rest of your website to explore your unique offering of products and services, and you’ll be on your way to turning that visitor into a loyal customer or fan
So how do you design/build a stunning homepage? Well, I’m so glad you asked.
Ultimately the best homepage will depend on your industry, your specific biz goals. There’s no cookie cutter approach (especially if you want to stand out from the crowd) but there are these principles to keep in mind/these elements to include.
- Make your value proposition clear. What do you offer and why should they choose you over your competitors? Your user should be very clear on how what you offer can meet their need or solve their problem
- Speak your ICA’s language. Have in mind your ideal customer avatar or persona and ensure your content is catered towards them. How would they describe their need, and personalise your content to address their pain points
- Make it really clear where to go next. Ensure your navigation and menu setup is straightforward and clear.
- Have a clear CTA (call to action). This is a primary element of your homepage as it moves your user into the next step of the funnel. You can have a range of CTAs: that can either lead the user to get more information or drive them to make a decision and book/purchase. PRO TIP: the CTA placement is crucial; your primary CTA should be above the fold so your visitor is able to see this without scrolling down.
- Add links to popular content, for example blogs, videos, case studies and other resources. This provides the user a great way to find out more about your company
- Keep it simple and elegant with a simple colour scheme
It goes without saying that your homepage (and entire website) needs to look just as good on desktop, mobile or tablet. This isn’t so much a recommendation as simply best practice. Whatever device your website is accessed on
If you make these simple changes and apply these principles you should see a difference when reviewing your site’s analytics, as well as see an increase in conversions as you drive users down the funnel.