How To Get A Standout Homepage
In the past, the shop window was critical in capturing the attention of consumers walking by. Now, that job falls to your home page, says DesignCrowd’s Jo Sabin.
Stores would present their current sales, top-selling products, and their logo and store name in the display window to help draw passers-by in the door.
Today, the homepage of a website works in just the same way.
First Impressions
A lot of companies, especially in their start-up stage, make small mistakes when building their online store. A common one is long, ambiguous descriptions that leave a user lost and likely to leave. Users don’t have time to figure out what you do.
The Basics
Take a look at the list below, and tick off how many are on your website’s landing page. If you’re missing some, start making some changes:
- Business name
- Where to go to purchase your goods/service
- Your web page leads with short, punchy headings supported by a strong calls to action.
- Links to – About us, contact us, blog, newsletter signup
- Links to specials and promotions in the form of badges and buttons featuring strong calls to actions and special offer. Prompt your visitors to sign up to receive offers and build your own mailing list!
- Your unique selling proposition (USP)
- No broken links
Make it very clear what your company does or sells – and don’t forget that simple, short descriptions or phrases work best. Your customer needs to know what you sell and do in the first few seconds of viewing the homepage. Test this by inviting a stranger to look at it for five seconds and then tell you what they think you sell.
Create a Navigable and Unique Design
Navigation is paramount – if you have links to other parts of your website that are clearly signposted then people will be able to get around the shop (to continue the analogy) so much easier. If necessary, use a drop down menu style in the navigation bar to keep multiple pages organised.
Branding is key – who you are as a brand needs to shine through the design of your homepage primarily, but also across every section of your website. Here is a chance to be creative – look at your language, colours and designs and keep it on message. Is your logo located in the header of the homepage? Make sure the entire layout, colours, font styles, and other design aspects remain cohesive throughout the page.
Demand action – you need a strong focus on what it is that you actually want to happen. Make sure the ‘button graphics’ that are designed to attract the eye of the user and the click of their mouse to ‘buy’, ‘book’, ‘order’, ‘start now’, ‘Find Out More’ are all commonly used calls to action displayed as links or bright, eye-catching buttons.
Set a Clear Objective, Test Everything
The key to a successful website is ongoing improvement. You’ll never get the website perfect the first time. You should always be looking to improve the web design over time by testing new designs, new copy, new images. Having a beautiful and effective web design is key to maximising the success of your website and your business. Having up-to-date content, contact information and ensuring there are no broken links or errors will also help get the most out of your website and the traffic you’re getting. Content is an important way to drive visits to your website whether from Google or from returning users.
The biggest mistake people make is designing a website based on how they feel about the design rather than how well the website works. The bottom line is, the best website design is the design that converts the greatest proportion of traffic to sales or enquiries or donations (whatever it is you are targeting).
Choose the Right Designer
Creating your homepage does not have to break the bank. If you plan on hiring a designer to design or redesign your website, use these tips to direct them.
Graphic designers are everywhere and they’re great at what they do. Hiring a freelancer or using crowdsourcing marketplaces is especially good for those just starting up, because it offers the chance to get a volume of creative ideas to test and review before making a selection. It also means you don’t need to hire a graphic designer, you just hire when you need the work done.
If you’re involving a designer, remember the more they know about your business, the better they can create something to meet your needs. Send the designer information about what you do, who your target market is, the colours you wish to use, and anything else worth getting across. The more involved they are in your business, the better the design they will be able to create.
Your website will and should change over the years as your business develops. What won’t change are the structural elements that make a great website. Making these changes will be investments in the future for your business.
Jo Sabin is community manager at DesignCrowd, an online graphic design marketplace.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.