In the busy world of marketing, as a consumer, you are bombarded with many messages a day. When finding out information, you are normally in the ‘Micro-Moment’ which is a critical opportunity for brands to shape the decisions of a consumer. You never get a second chance to make a first impression, so when a consumer clicks through to your homepage, it is undoubtedly one of the most important pages on your website. For any given company, the homepage is its virtual front door. If you have searched for those shoes you need, you would expect to go straight to that product, or info page. But I am not talking about search activity today. I am talking about your online front page. If we have a new visitor to your site, we want them to like what they see and not make a quick U-turn and click the ‘back’ button as they didn’t like what they saw. It is still true today, a lot of people still judge a book by its cover. A website home page needs to have great design, as well as work well. That full package of beauty and brains.
There are many things to consider when creating a good website home page.
- It clearly answers “Who is the business” and "What the business does”. A business needs to answer these questions to that the visitor knows they are in the right place.
- It resonates with the target audience. Your home page talks to the right people in the right tone and language.
- Communicate the value proposition (competitive advantage). The page needs to get the visitor to stick around and not navigate away to your competitors.
- Optimised for multiple devices. There are still too many sites today that are not mobile optimised. Over 80% of NZ consumers view websites on their mobile phones.
- Good call to actions. These direct visitors to a logical step on the site and get them to dig deeper into the site and move them down further in the sales funnel. Whether it’s a “Free Trial”, “Buy Now”, “Contact Now”. Call to Actions turn your homepage into a sales or lead generation engine and not just a brochure.
- A website that is always changing. The best websites aren’t static.
- You have great design. A well-designed page is able to communicate clearly your value as a business and help your customer to the next step.
Some sites that we like which have the key assets to consider for a good website:
It’s easy to consume, and clear call to action buttons. The sublime heading of “Quit chasing invoices” is a pain point a lot of business have, and Xero are communicating that they can solve this issue. It draws me in to find out how.
This is the ultimate example of simplifying. It uses lots of white space and simple visuals. Clear and concise what they do - “take your docs anywhere”, “Send videos quickly”. A strong call to action at the top of “Sign up for free”.
This site just makes us want to go out and get a steak. It makes the taste experience jump out of the page with a simple short video and photography of a steak and preparation of food. The great headline of “Brisket. 18 years to master. Yours to savour.” Great use of the parallax scrolling to get all the information on services, menus etc.
As a business, are you achieving the 7 key points for a great site?
P.s We walk the talk and are redesigning our website, as they say the best websites are not static. Watch this space.