Your homepage is the most important page on your website. It’s the page through which visitors enter your site, so it needs to be good! From content and visuals, to expectations, here is our guide to help you create the best homepage for your business:
About your business
Firstly, your homepage should cover all the basics, so make sure you’ve addressed these – it should be clear who you are and what you do. Therefore, the first thing to include is the name of your business and, more importantly, what your business does. Your business name, description, and logo should be large, at the top of the page and the first thing a visitor sees.
Providing a description is especially important if your business name is not descriptive of what you do. If all a visitor is greeted with is “The Meyer Family Company,” it won’t provide readers with the information they need. Therefore, you should include a very brief description right below or next to the brand image. In this example, “The Meyer Family Company: Custom Bespoke Home Furnishings.” This will reassure visitors that they have come to the right site and will find what they are looking for.
The homepage should also include your telephone number, unless you are online-only, of course. If you are a local company, providing a local, not mobile, telephone number can reassure customers and make them more likely to give you a call.
Other than that, your homepage should only include a brief (emphasis on brief) overview of your services or products. These should be in bullet points and give the reader an idea of what you do. Those interested in specific products and services will navigate to dedicated pages on the site that provide more in-depth information.
Set the right expectation
Websites can come in all shapes and sizes – while some include every single detail, others choose to keep it simple and provide customised information later in the transaction. It should be clear from your homepage which type of website you have. The easiest way to do this is by having navigation which clearly labels the pages or categories of pages available on the website. Using descriptions like “Homepage | Our Products | How to Order | Contact Us” will allow visitors to easily and instinctively navigate your website without having to search extensively for what they are looking for. If you’re unsure if your website is easy to navigate, ask friends and family for constructive criticisms.
The entire feel of the homepage should resonate with a viewer. Your template choice, fonts, colours, and images should also enhance your value proposition. Don’t just choose visuals that appeal to you, choose a look for your website which is consistent with your business, brand, and product or service offering. If visitors land on your website and it looks unprofessional or silly, they are likely to bounce to a competitor so invest time into getting this right.
After a visitor has absorbed the information on your website, it should be obvious where they go from here. Therefore you should include a Call to Action visibly on the page. This means include a short, descriptive, and actionable phrase which guides a visitor from your homepage to the next stage of transacting business with you. If you are an artist it might be “Take a look at my artwork!” with a link to the Gallery page; if you are clothing designer it could be “Browse our custom designs.” Whatever it is you want them to do next should be clear and easy to follow.
Remember that the homepage is the introduction to your website and will often be the first thing customers see when they visit your site. Review your work often and keep your homepage up to date. And if you’ve done all of the above and think you’ve got a great homepage, check out our general web design advice or our 5 New Year’s resolutions to improve your website.