Design in Detail: 5 Features Your Home Page Should Include
Today, I'm starting a new series of in-depth articles called "Design in Detail" discussing the pages that websites usually contain, and the features that you should be including to make the most of each page. Every Thursday for the next several weeks, I'll post a new article in the series, covering a new page. The goal of these articles is to help you make your website the best it can be, and to ensure you aren't overlooking any mistakes that could cost you customers. Be sure to check back each week so you don't miss out!
Five Features Your Home Page Should Include
1. A Clear Value Proposition
Most people do not find your website because they're looking for you, specifically. They find it because they are looking for a product, service, or piece of information your site provides, and your site showed up in their search results. At least, that's the idea. You'd be amazed how many sites don't include this vital information, and how much it hurts their site's search ranking. In order for your site to appear in those search results, and for people to discover you, your site needs to clearly tell them what you do and what you provide.
This can be in the form of a value proposition, a mission statement, excerpts from your blog that show you have valuable knowledge and content to offer, or even a brief overview of your products and services (save the detailed descriptions for later). It's important that you let visitors know immediately what you're all about, without being too wordy. A tagline under your site header is a great place to do this. You can include more info below the tagline as well, but keep it brief.
Remember, right now we're just interested in forming a good first impression, showing up in search results, and convincing visitors to click through to your other pages or contact you.
2. Simple, Intuitive Navigation
For most businesses, simple is better. There's no reason to have dozens or hundreds of pages on your site in most cases. Clear, easy to understand navigation should be included on every page of the site, so your visitors can easily get from wherever they are, to wherever they want to be. Don't complicate things! Use a straightforward navigation bar along the top with obvious and descriptive page titles. If you need additional pages for more complicated things, try to group them into sub-menus instead of overwhelming your users with too many page links at the top.
Make sure your site is mobile friendly as well, so it looks right on a phone screen as well as a desktop monitor. "Hamburger" menus are fine if you have a mobile-only version of your site, but try to avoid them on desktop - it's just as annoying to see a site that looks like it only works on mobile platforms when you're on your desktop as it is to see a site that doesn't work on mobile phones.
Make your site easy to navigate and easy to understand, and you'll greatly increase the chances that visitors will stick around long enough to turn into customers.
3. Social Media and Opt In Options
In most cases, it simply isn't acceptable anymore to NOT be available on social media. This is where consumers are looking for business information, and if they can't find it or you aren't active there, they'll be stolen away by your competition that is more accessible than you. Include social media links on your site to make it easy for your visitors to interact with you and share their experiences with their other contacts. This is basically free advertising for you - why wouldn't you want to take advantage?
You should offer other options as well, like an email signup form. If a visitor wants to take the time to tell you they're interested in getting more info, LET THEM. This is essentially a free lead in sales / marketing terms. You can make signing up worthwhile for customers by emailing them updates and special offers from time to time, and as your email list grows you can start marketing to them directly since they've already shown interest in what you have to offer.
Last but not least, be sure to include at least one "call to action" button on your home page - a prompt for visitors to call you or email you for more info or to purchase your products / services. This can take them to your product page, or get them directly in touch with you. If they found your page through searching and you've shown them what they want, you need to make it as easy as possible for them to take the next step.
4. Contact Info
This may seem like a no-brainer, but surprisingly it's something a lot of sites miss, especially small business sites. You need to make it easy for people to find you and get in touch with you. Always include your phone number AND email address on your page (don't force people to pick up the phone if they don't want to). The footer is great for this, so it's visible on every single page. You should definitely have a more detailed Contact Us section (we'll cover that in another article), but make sure you have at least an email address and phone number available right on the home page.
5. Testimonials and Recognition
Anyone can toot their own horn, but it's not exactly compelling marketing. The proof, as they say, is in the pudding. It's a really good idea to show visitors upfront that you're not all talk, but that you have actual experience and satisfied customers to back up your claims. 70% of mobile users say they trust online reviews and use them to help them make decisions, so be sure to encourage your customers to review your business, and include at least one of them on your main page. You can include more, but as always, the home page is where we want to be concise and give just a brief overview, so don't let it get bogged down.
If your company has received any awards, certifications, or other recognition for your work, include that here as well. It's a great way to show that you're providing value to your customers, and that your expertise has been recognized by others.
Conclusion
Today, we talked about five features your home page should include. Whether you're making your own website or having one built for you, these are key features you should seriously consider including to maximize the impact you have on your customers.
Do you think I missed something important for the home page? Let me know in the comments! And be sure to come back next Thursday to read my in-depth review of the next vital section of your business website: the About Us page.
Still don't have a website for your business? Or need help improving your existing site? Whistler IT Solutions can help. Contact us today!
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