There are plenty of ways for a brand to make a first impression, but few are as important as your website’s homepage. When it comes to website design, make sure you’re spending enough time tweaking and updating your homepage on a regular basis.
Why the Homepage Matters
It’s easy to assume that your website’s landing pages and product pages deserve the most attention – and they certainly deserve a lot of your focus – but it’s foolish to ignore the health and vitality of your homepage.
“We believe a visit to a company’s website is the first impression to a potential customer,” James Mercado, sales support manager for MEE Audio, tells BigCommerce. “Sure, a customer may have seen us on a third party website or come across our product through one of their friends; however, it isn’t until you visit a company’s website for the first time when you get a real sense of who they are and what they are all about.”
In other words, the homepage matters because it’s the portal to your brand. It’s the first element of customer exposure that you get to fully control. Failing to respect the significance of this can result in lost opportunities and conversions.
Three Home Design Elements to Focus On
Are you ready to shift some of your attention back to your homepage? If so, we suggest that you focus the majority of your effort on the following elements. They directly influence conversion rates and could mean the difference between a customer clicking the back arrow or visiting a sales page.
- Simple Color Scheme
In case you haven’t noticed, simplicity and minimalism are trending. Today’s customers want and expect simple website experiences that are free of distraction. And while you can produce a sense of minimalism through fluid navigation, it all starts with your homepage color scheme.
“Although there is not a hard and fast rule, the more colors you use, the harder it becomes to established a unified design,” branding expert Stephanie Hamilton says. “To borrow from interior and fashion design, the 60-30-10 rule states that three colors should be used in varying degrees (60%, 30%, 10%) to create the perfect harmony.”
- Consistent CTA
While you may not think about your homepage as a huge conversion page, it’s actually the ultimate conversion page. If you don’t get people to convert on the homepage, they’re unlikely to visit any of your other pages. With that being said, focus on developing a call-to-action that’s relatable and consistent. You should only feature one call-to-action on this page and the goal is to keep the user on the site.
- Clear Value Proposition
Why? This is the question your site visitors will be asking – either purposefully or subconsciously – when they land on your homepage for the first time. Why am I here? Why should I do business with this brand? Why do they matter?
If these seem like critical questions – they are! And the best way for you to answer them is by presenting a clear value proposition that gives your visitors good reason to stay. If you’re unsure of where to start, you can check out these fantastic examples.
Give Your Homepage Some Love
If your website is like most, then you’ve spent a ton of time and money on your landing pages, while leaving the homepage in the dark. Now’s your chance to refocus some of your energy and give the homepage your full attention. Optimizing your homepage won’t suddenly turn your business around for the better, but it will put you on the appropriate trajectory where you’re ready and able to meet customers where they are.