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What Makes a Homepage Work
Knct Social / 22 Sep /

A homepage is like the front door of your residence or office — making a good first impression is very important if you want to generate leads and eventually conversions. Much like a good dish has to have the right ingredients and the correct proportions of each one of them, a homepage should also have certain elements to make it a success.

Lead Generation

  • Clarity about your site: Give the visitor a clear idea of what the site is all about, and what they can find on the site. “What is the visitor looking for, and what is the answer I am giving them?” This should be your line of thought. The moment a visitor lands on your homepage, she would need to know what to expect here. A clear and crisp headline can catch attention like nothing else. A sub-headline should give a succinct description of what your site has on offer — either products and services or content.
  • Call to action: Call to action is what urges your visitors to explore your site and get them to proceed further, leading to conversions. Have a CTA button or two above the fold, so that people immediately get signals about where to tread next. Give them requisite information, an email id, a phone number or social media buttons.
  • An image that grabs eyeballs: Use an image or a video (keep it short) that is compelling and leads a visitor to take some kind of action.
  • Right usage of colours: Use your branding colours for an immediate connect and also to create a lasting impression. Brand association can be in many forms, from the use of fonts to the right use of colours — visitors associate certain colours with certain brands, so use your colour and font schemes carefully.
  • Use of white space: White space helps your visitors take a pause and breathe. It can accentuate your design and content, so use it well. Clutter in design or content would mean visitors abandon the site.
  • Simple navigation: Your visitors should be able to quickly browse the rest of the site and also know where to find what. Navigation is a key aspect of user experience. The easier you make it for people to navigate, chances are they will proceed deeper into your sales funnel.
  • Testimonials: Use some of the best quotes or references made to you or your business and include them on the homepage. Add credibility by using photos and names of people who have given you positive testimonials. People like to see what others say about you, and using this element on your homepage lends credibility to your site.
  • Below-the-fold CTAs: Ok, we get that you have ensured that there’s a CTA above the fold, and people can see it, but you should not stop at that. Make sure there is a CTA below the fold that visitors can see once they scroll down the homepage.
  • Display of fresh content: If you have a blog over social media feed on the site, make sure your homepage displays that activity. Display fresh updates, as it is a good way to show your visitors that your website is active and reliable
  • Optimization for mobile: It’s a mobile-first landscape today, so most visitors are checking out your homepage on their smart phones or tablets. So, ensure that your homepage is optimized for mobile. You will also rank higher in search engine results if you do so.

And lastly, show some character! Let some of your brand USP and attitude reflect on the homepage as well to make it more memorable. Show what separates you from the rest to stay fresh in the visitor’s mind.


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