Homepage Essentials: Part One

This month around TDS we are opting for two-part mini blog series instead of our typical four or five week method. Earlier this month we tackled calls to action in regards to websites. We went through examples, the reasoning behind them, and some tips for incorporating them more efficiently. From there, though, we are moving on to the broader topic of the homepage. It’s the first place we all land when we visit a website, and for the rest of the month, we’re going to be talking about some essential elements that every homepage should contain. 

So, why is the homepage so important? 

For starters, the homepage is your first impression for an online visitor. Much like face-to-face first impressions, you don’t get a second chance. Online visitors don’t stay on pages for very long; they scan and move on. So, your homepage has to hook visitors, tell them what your company is about, and hopefully lead them to take the next step (i.e. clicking on another of your pages, contacting you, etc.). This is where the majority of your site traffic is going to originate, and a good homepage is essential to producing leads and eventually customers. 

So, we’re going to break up the homepage into two sections: “above the fold” and “below the fold.” The items listed above the fold are visually the first things your visitors see when your homepage loads, and those are the elements we’ll be covering today. 

So, which elements should be above the fold on your homepage? 

1) Clear Header/Tagline 

Have you ever visited a website and after looking at it for a little bit wasn’t quite sure what this company offered? This is why you need a clear tagline in your header. This tagline is important, and honestly, it carries a heavy burden for such a short statement. This tagline needs to make clear what you as a company do/offer and hint at how you are going to guide your visitor in solving their problem. It’s going to be one of the first things your visitors see, so it has to clearly introduce them to your company and hopefully encourage them to scroll down. 

2) Clear, Direct Call to Action

And you guys just thought we were through talking about calls to action. Honestly, though, we just went through a two-part series on this, which you can refer to here. However, the bottom line is that you need to make it clear to visitors the next step that they need to take. Color it differently, and preferably place it in your header as well as the top right corner. 

3) Well-Structured Navigation

This one is pretty straightforward, yet it cannot be emphasized enough. Your navigation bar is the key to the rest of your website and listed at the top of the page. However you decide to structure it, it should be easy to follow. Try to list your navigation options in a hierarchical structure. Don’t overload it with too many options, and make sure they are spaced appropriately. Your goal is to always make it easy for your first-time visitors to find out more information and move from page to page.

4) High-Quality Images and/or Video 

Whether you use an image or video for your header is totally up to you and what best suits your business. No matter what you choose, though, use high-quality media. You want these items to load easily and to give a good first impression. You should preferably be using authentic images of your team, office, products, etc. within your header to lend credibility; however, stock images can also work well. 

So, what do you have placed on your homepage above the fold? What other elements would you consider essential? Tune in to next week’s blog as we discuss some essential elements for further down your homepage as well as some general tips.