Your homepage serves as the virtual front door to your business and sums up what your website is all about. Read this brief overview of the key features your homepage should have to perform competently in search engine results pages.
What Features Should Your Homepage Have?
Your homepage serves as the virtual front door to your business and sums up what your website is all about. Naturally, the homepage wears several hats, contributing to most of the traffic you will get to your site. However, you will need to optimize the homepage to draw in and retain your audience, funneling them through the different customer journey stages. This involves placing various features and links in the right places. Below is a brief overview of the key features your homepage should have to perform competently in search engine results pages.
Logo and Branding
Your logo is the core of your branding and identity, so it should be the first thing visitors see. Logos often appear in the top left of the homepage in your header but can be placed at the top center as long as it is conspicuous. The logo also doubles up as a link to the homepage and appears on every other page.
Headline and Sub-Headline
The audience should know what your website is all about within three seconds of opening your homepage and the easiest way to do this is by providing a clear, concise headline and sub-headline. These sections should feature a clear topic and a small paragraph describing the pain points and your solutions. Avoid unnecessary words and try not to talk about your business only.
Navigation and Resources
Navigation provides a clear roadmap to other parts of your website. Make sure you feature a navigation menu at the top and resource links in the footer section. The navigation should be visible and well-structured, providing clear direction to different pages and features. If your site has loads of content, you can add a search box that visitors can use to find what they are looking for.
The call-to-actions are your money-makers and you need at least two on the homepage. A website’s main goal is to prompt the visitor to take a given action, which can be a link to another resource on the website, the beginning of a selling cycle, or direct initiation of contact. A great place to place your CTAs is a button that stands out in the header and a visually appealing row at the bottom of the homepage. You need two to three primary call-to-actions to maximize conversion opportunities.
Photos and Visuals
People love visuals, so your content will perform better if you have amazing visuals for your audience. You can feature high-quality photos or videos to capture and project an emotion or the pain-points your customers face. Stock images are a great resource, but try to avoid cheesy images and instead go for ones that are consistent with your brand and relevant to the content on your homepage. Be sure to never use copyrighted material. Refer to our guide on how to properly use images online.
Testimonials, success stories and awards/certificates play a big role in reassuring visitors of your credibility as a business. You need to feature social proof to gain the trust of your audience. Simply pick a couple of your best reviews and share them on the homepage. You can also include name and photo, which give more credibility to the testimonial.
Text and Content
Your homepage’s language is just as crucial as the logo and every other message you communicate. You need to discuss what your business does and why it matters or how it benefits your customers. Keep your content simple and easy to understand, avoiding industry jargon. You can also provide eBooks, whitepaper, guides and DIYs, among other content.
There are various other features you can integrate on your website. Some are ideal for specific businesses, while others cut across multiple industries. For instance, you should use whitespace to ensure smooth navigation, balancing the different elements on the site for a natural flow. It is best practice to have a contact link in the footer to email the customer service desk or any place where the customer can find answers to their inquiries. The list goes on and on, but if you follow these basic principles, your website will be converting leads in no time.