Designing a Website Home Page
Your website’s homepage is your site’s most visible page. It’s like the front door to your business – it gives visitors their first impression of your brand and tells them (within seconds) whether they want to explore your services or bounce to a competing website.
But what exactly should go on your homepage to make it effective, engaging, and user-friendly? Below, we’ll break down the key elements every effective homepage design should include, along with some tips for optimizing each one.
Why Does Your Web Page Design Matter?
It’s easier to improve your homepage design if you understand why improving it matters for your business, and the short answer is – because it engages your target audience.
Each of your homepage design elements – from the visual hierarchy you create to the search engine optimization (SEO) tactics you use – should ultimately serve your target audience’s needs.
A truly effective website homepage considers every aspect of the visitor experience, from the challenges and worries that led them to seek your services to the way they’ll scroll or interact with the elements on the page.
When you get it right for your site visitors, they’ll stay on your page longer, explore more of your inner pages, and are more likely to convert. And when visitors spend longer on your site, your credibility with search engines goes up, leading to higher rankings on search engine results pages.
What Items Do Homepage Visitors Want to See?
When homepage visitors scroll through your site, they expect to find certain elements in certain places. That doesn’t mean your website design should be predictable and boring – your own homepage design should definitely reflect your brand’s personality and voice. But it does mean that you should follow a tried-and-true format (at least loosely).
1. Ideal Homepage Hero Section
Your homepage header (sometimes called the “hero” section) is the first thing visitors notice, and they should see it above the fold. It should immediately communicate your website’s purpose and value proposition. A good headline answers the question, “What’s in it for me?” in just a few lines.
- The best homepage headers use simple, jargon-free language
- Be sure to highlight the main benefit your audience will gain
- Pair the headline with a sub-heading for more detail if needed
- Include an image that magazine photo editors would use – something arresting, compelling, and professionally-shot
Try to steer clear of using bland and obvious words in your header – the best homepage headers feature a compelling verb or hone in on the reader’s problem with an apt description. Take a look at competitors’ websites for inspiration, but don’t use the exact same homepage language that they use – set your company apart with clearer, more concise language.
Remember that your homepage headline is critical SEO real estate, so it should contain the main keyword for the page.
2. Descriptive Intro Paragraph
Place an intro section immediately following your banner which describes the users’ pain points and tells them exactly how your company solves them.
The intro section is longer and more specific than the banner content. It goes into more detail but still provides an overview of your product or service. If you have another high-quality image, include one with your intro section – it’s a great way to give viewers another visual cue about your company, especially if you sell products.
3. Navigation Menu
Another above-the-fold homepage element is your website navigation, guiding users to the most important parts of your site. Keep it simple and intuitive.
- Limit the number of items to 5 or 6
- Use clear labels like “Services,” “About,” “Contact,” and “Blog”
- Include a search bar if your site has extensive content
Your top navigation should only include the main service pages. You can link to other pages (like deeper interior pages) from the main service pages, or by using simple dropdown menus. Be careful with those, though – multiple dropdowns create visual friction which can be overwhelming for readers. Website visitors generally prefer very little visual noise, so keep your navigation as clean and simple as possible.
4. Image Gallery (for an eCommerce Homepage)
Make sure your eCommerce homepage shows off your products as soon as possible – even higher than other above-the-fold content like the intro section, in some cases.
- Use high-quality images that have been professionally shot
- Make sure the image angles and shots look consistent
- Include an image for every product
5. Call-to-Action (CTA)
Your homepage should encourage visitors to take the next step, whether it’s scheduling a consultation, signing up for a newsletter, or exploring your services.
- Make your CTA buttons prominent with contrasting colors
- Use actionable language like “Get Started” or “Download Now”
- Include multiple CTAs strategically placed throughout the page
A few visual cues – like buttons, bold or highlighted font – can draw attention to your homepage calls-to-action so readers don’t miss it. Place them strategically on the page – 1 near the top, after the banner or intro section, and 1 or 2 more further down the page.
6. Visual Content
High-quality images, looping background videos, or illustrations help make your homepage more engaging and visually appealing.
- Use images that reflect your brand and resonate with your audience
- Optimize visuals for fast loading times
- Incorporate a hero image that aligns with your headline and message
7. Overview of Services or Products
Your products or services section is the highlight of your homepage – the homepage featured area that gives visitors a snapshot of what you offer. This helps them quickly determine if your website meets their needs.
- Use icons or short descriptions for each service or product
- Link to detailed pages for more information
- Highlight unique selling points that differentiate your offerings
8. About Section
Share a brief overview of who you are and what you stand for. This helps build trust and connect with your audience. It should be long enough to tell them what makes your company special, but short enough that it’s only a small part of your homepage (you can link to an About page for visitors who want the full story).
- Use a friendly, approachable tone
- Highlight your experience, mission, or core values
- Include a link to your full “About” page
9. Testimonies or Social Proof
Positive reviews, client logos, or statistics showing your credibility can make a big difference in building trust. Most visitors look for social proof as they scan your homepage, so be sure to display your customer success stories and glowing reviews.
- Use authentic, specific testimonials from real clients
- Include photos or names for added authenticity
- Display metrics like “500+ Happy Clients” or “10 Years of Experience”
10. Site Search Tool
You may know your own website like the back of your hand, but visitors will appreciate an internal search tool. These are especially helpful for eCommerce websites, but all visitors appreciate site search functionality. When you add site search, you allow visitors to cut through the noise and find exactly what they need in a hurry.
- Place site search in the top navigation
- Include a search icon in the design
- Make sure it works
It’s vital that your site search works well. Building trust is one of the great digital marketing challenges, and little details – like a site search tool that doesn’t deliver reliable results – can tarnish the trust you’re trying to build with your audience. Test your site search tool to ensure it delivers reliable results.
11. Contact Information
Make it easy for visitors to get in touch with you by including your contact information on the homepage. Clear, simple contact information tells your visitors that you’re a real company, and that you’ll be easy to reach when they need to talk. It’s ideal for building consistent brand messaging, but even more important for building trust.
- Include your phone number, email, or a contact form
- Add links to your social media profiles
- If you have a physical location, include a map
12. Blog or News Section
Featuring recent posts or updates shows that your site is active and provides value to visitors. They’ll see that you’re the place to go for industry news and helpful tips, and offering a (very quick, simple) signup form helps you gather email addresses, too.
- Display the latest three to five posts with titles and short excerpts
- Focus on topics relevant to your audience’s interests
- Link to your full blog for more content
13. Footer with Key Links
The footer is a great place to include additional resources and important information.
- Add links to your privacy policy, terms of service, and sitemap
- Include your contact details and social media icons
- Provide quick links to popular pages or resources
Let’s Create a Conversion-focused Homepage Design
Your homepage is the first thing your customers see, and it’s key in keeping visitors on your site. Make sure your page uses these homepage best practices and you’ll create a strategic page that not only looks great but also drives results.
Ready to start building or refining your homepage, campaign landing page, or marketing webpage? Let’s talk about strategic ways to use your homepage!
