You may question just how much space you should allocate to your valuable homepage real estate and it is certainly a valid concern. Research shows that corporate homepages are truly the most valuable space in the Internet world, yet much of this valuable real estate is very inefficiently allocated. The homepage of your firm’s website must immediately give your potential clients the valuable information they need while offering the highest level of navigation for what they will find on your other pages. The purpose of your firm as well as how you can help your potential client solve his or her current problem in the most efficient manner should be readily apparent. Using your log and tagline efficiently are the first things to consider then there should be a warm welcome for your users.
Why is the Homepage Important?
The homepage is the page which is most indexed by the search engines, and overall sets the entire tone and theme for your firm’s website. Additionally, the homepage serves as an orientation of sorts to your users, letting them know they’ve landed in the right place and that your firm offers exactly what they need at this very moment. Consider your homepage as a sort of “funnel,” which can first welcome your user and let them know they are at the right place, then efficiently direct them to where they need to be next.
Your homepage offers a preview of the services your firm provides, not a comprehensive index. In other words, think of your homepage as a sort of “teaser,” which, while not offering the entire range of your services, does give them a tantalizing taste of your firm. You don’t want to overwhelm your reader by slamming them with information, rather strive to sprinkle your benefits and related keywords throughout the site.
Use Your Links Wisely and Create a Clear Navigation
Remembering the funnel which directs your users deeper into your site depending on their specific needs try linking only your main sections from your homepage then provide further links from the main sections. Presenting your user with a plethora of links on your homepage can send them running to a less overpowering site. When presenting the copy on your homepage, try to imagine you are addressing one single ideal client.
This technique will prevent the generalized untargeted content suffered by so many websites. Take the time to hone the message on your homepage and it’s a sure bet you will reap the benefits through increased conversions. While you want your homepage to be clear and easy to navigate, don’t go too far the other way and make it too minimalistic. This tactic can only frustrate your users whose goal was to get right to the meat of their problem via a specific location. You want to strike a delicate balance between extreme minimalism and a homepage that is so crammed with detail that it simply bewilders your user.
The Perils of a Homepage Which is Overly Busy
If your homepage exhibits a dizzying array of choices and decisions to make by the user, they can mentally block out the sections which appear too much like advertising and will never make it below the fold of your homepage. In the extreme, your visitors may retreat to the navigation bar so they can escape your homepage or will leave the site entirely. Your firm’s homepage must not only be streamlined, it must offer an intuitive prioritization for your users, avoiding crowding.
Final Thoughts on Homepage Real Estate
Try to limit your homepage to a single online page then prioritize your features carefully. If it is possible, offer a brief visual presentation of a specific feature of your firm with a hyperlink which allows visitors to learn more. Group your features logically and let your readers know exactly what to expect and your homepage real estate will become more valuable.
