Seven Key Features for Homepage Success

Web, web, web – we’ve seen it all – good, bad, and the travesties. And since everyone now uses the web – everyone’s an expert, right? GONG. 

You might be the best baker or candlestick maker around – you just aren’t a web designer. From behind your desk can you really deliver the right information, messages, graphics, functions, and brand to such a wide audience? More than likely the answer is no. So clue in and take it from one of the few web unicorns around, there’s a lot to consider to make your website homepage work for you.

Besides all the regular odds and ends such as usable, well-defined navigation, header, footer, and the likes, there are a few key features you need to consider for your digital front door. 

Brand Identity

Who are you and do I know you? Customers need to recognize that they are associating with the authentic you and not some Berken knockoff. Visuals, such as your logo, and messaging needs to be inline with your branding. This enhances your  customer relationships and establishes trust.

Location, Hours, and Contact Info

Where are you and when are you there? If you have a brick and mortar store, this information needs to be right up front and present. Customers, especially return customers, need this information so do not make them hunt for it. Also, immediate contact info such as a phone number or general business email helps alleviate the frustration of completing a form that may fall into file 13. 

Priority Information 

Why do customers come to you? I can definitely tell you that it’s not to see your mission statement. Put your top content, functions, or products front and center. Use complementary images so visitors can scan through your site and easily land on the information they need. Make it easy!

It only takes 2.6 seconds for a user’s eyes to land on the area of a website that most influences their first impression. –SWEOR, 2022

Social Proof

Are you reputable? Can you be trusted? You have to establish your credibility with prospective customers because people are more likely to take action if they see others doing the same. To do that, show ratings or testimonials. Provide a client portfolio, case studies, or purchase facts. If you use a testimonial, it should be connected in some way to a client or business and not “Margaret from Michigan says…”. Nobody knows Margaret. Additionally, if you allow for user comments, you need an actual person to respond or filter. Proctor and Gamble learned that the hard way – long story. 

Highlights 

What’s happening? Having a sale? Place it toward the top. Throwing an event? Place it toward the top. Use an announcement bar for your highest priority items. For the love of anything holy, don’t use a popup. Nothing says “I’m super annoying” faster than a popup. It’s too interruptive. And for all who believe no one scrolls, get with the program. Everyone scrolls – especially on mobile, including you. 

Calls to Action

In what ways do you want visitors to convert? Do you want visitors to buy a product, register for eNews, or discover your services? Place calls to action on your page. Each call to action needs to be crafted to drive desired consumer behavior. Of course they need to be sprinkled throughout your page and in context. 

A Clean, Secure Home

Is your front door attractive and does it work? You might have a fantastic business, product, or service and if your homepage looks like a late Friday night, people will notice. Be sure your homepage functions. Imagery and content needs to be modern, professional, clean, and definitely work for mobile devices. Also, website security (https) matters. People who visit you need to feel comfortable and safe from hackers. Remember, this is your storefront. 

75% of consumers admit to making judgements on a company’s credibility based on the company’s website design. –SWEOR, 2022

If you follow that roadmap you’ll see, it works. Of course there’s more, however now you have the basic checklist to a better, more attractive front door that works for you and your customers. 

Need help?

Contact Baxter Branded (formerly Baxter Christenson inc.) Their team has packaged knowledge, great talent, and 30 years experience. 

– P Baxter, Creative Design