The homepage of your website represents the first time potential customers move past search engine listings and enter your world. The best landing pages function like immersive, multimedia business cards—they’re clean, well-designed, and easy to navigate. And yet, in our desire to give new customers information and stay abreast of the latest technology, we often keep adding to our landing pages until they’re labored and over-designed. Here are five critical elements you should focus on to draw customers in without overwhelming them.
5 CRITICAL ELEMENTS TO INCLUDE ON YOUR HOMEPAGE
A well-designed logo is instantly recognizable, and connects customers to your brand. You should be using it everywhere—print ads, social media, and of course, your website. Make sure it’s clearly visible on your homepage, and unique enough that it will be recognizable in other settings.
The first words visitors see should draw them in, and keep them on your site. Hold their interest with a headline that expresses your philosophy or inspires confidence that they’ve found the right partner.
Your headline should clearly relate to your call to action-—another thing every good landing page should have! That first moment of discovery is an excellent time to offer useful information and solutions. Free trials, special offers, and downloads are all great examples of calls to action. Make sure your homepage is designed in such a way that your call to action draws the eye, so it doesn’t get missed!
Headlines with Minimal Text
One thing to avoid is long, unbroken stretches of text. As you might imagine, reading long passages requires a substantial time commitment, one your potential leads might not have. A mission-driven customer wants specific, actionable information delivered to them in quick, bite-sized chunks that are easy to process. If your landing page has a few paragraphs of text, use subheadings to hit the high points and keep the reader with you. But keep in mind that a great landing page will spark a desire to ask for more information, so avoid throwing too much detail at visitors at this point in the process.
Above the Fold Design
As tempting as it might be, resist the urge to use a complicated layout or a bunch of widgets on your homepage. A busy design will confuse visitors and send them hunting for a site that’s easier on the eyes. Leave some white space! You should also aim to keep the primary page elements “above the fold,” meaning that they can be seen without scrolling down. There’s no guarantee customers will go hunting for information that’s not clearly visible, so your logo, your headline, your call to action and, above all, your contact information should be easy to locate at first glance.
Ease of Navigation
Navigation is another opportunity to simplify your site. Think about the ideal way you’d present information about your business and what you do. Then design site your site navigation to lead visitors through that conversation in an organic way. By anticipating your customers’ needs, you’ll craft a trust relationship and save them time.
There are two ways to think about your homepage. One is to worry that this is your only chance to convert a lead, so you’d better tell them everything! The other is to focus on making a visit to your homepage an easy, useful experience that encourages future contact. The latter displays confidence in your product or service: a quality potential leads will find very attractive. So take a look at your homepage with fresh eyes. Seek out ways to reduce clutter, and focus on the key elements your visitors need most.