Does your home page live up to your website visitors’ expectations?
Our SEO copy writing partner Louise Desmarais of Mud Creative recently wrote a great article in their newsletter that discusses the key elements that make your website attractive to visitors. Louise kindly agreed to allow me to share it with you:
As your site’s welcome mat, the elements of the home page are critically important in terms of communication and usability.
What’s your story? Just say it.
Visitors expect to find out in three seconds or less if a site has what they’re looking for. Jakob Nielsen, a web usability consultant, says that not explicitly stating what you have to offer is #1 of The ten most violated home page design guidelines.
If the headline on your home page says “Welcome to company X,” that’s only telling your visitors who owns the site – not what you can do for them. If your company story is buried in generic corporate speak, it is a one-sided pitch that visitors quickly see through.
In plain language with purposeful words, explain what your product or service is and how it can help your visitors. Use first person so that it feels like a comfortable conversation. Then casually direct them to other pages for more information.
Keep the important stuff above the fold – that is, above the point where visitors have to scroll down to continue reading. They may not get that far, so you want to make sure to make an impression early on.
Make the reading easy with subheads and bullets
Web readers tend to scan on-page content to decide if they want to stay or move on. (Did you know that the back button is the third most-used button on the keyboard?) To make it easier to scan and to hold visitors’ attention longer:
- Break up your story with intriguing subheads
- Use bullet points to separate thoughts
- Incorporate links into bullets to direct visitors to other pages
Where do they go from here? Don’t leave them hanging.
There are many ways for visitors to navigate your site. But it’s up to your site to show them where to go and how to get there.
Does your site have a global navigation – defined as a set of top-level navigation links (for example, Home, About Us, News, Contact Us) – that appear on every page? This helps to orient your visitors. The global navigation should be in about the same place on every page, with the page or section that visitors are currently on highlighted.
Don’t rely on your global navigation alone to be your site’s road map. Include links to important pages in the content of your story. At the bottom of the page, give readers an option to go elsewhere, such as “Contact us for more information.”
Let visitors know they’ve landed on a happening site
Today’s websites are dynamic, engaging and interactive. When people arrive, convince them that there is real value in sticking around. Some ideas for doing this are:
- What’s new? – showcase your latest projects
- Newsletter sign-up – offer free information
- Recent blog postings – prompt visitors to read and comment
- Social media widgets – invite them to follow you on Twitter, LinkedIn and Facebook
- Post your latest podcast
- Link to your latest press release
Say no to digital barriers – open the doors wide
You want to eliminate any and all frustration around your site, so avoid the following:
- Splash landing page – you know you hate these. So do your visitors. What’s more, splash pages make your site virtually invisible to search engines
- Pop-ups – unless there’s a good reason for a pop-up, don’t go there
- Embedded scroll-down boxes – these can be confusing to visitors, and they’re not pretty
- Long sign-up forms, surveys and password requests – too much work and your visitors are reaching for that back button
When visitors arrive at your site, they already know what they’re looking for. Will they find it on your home page?
Louise Desmarais is an SEO copywriter with a loyal following of web clients from across North America. Louise operates Mud Creative, a writing company based in Calgary, Alberta.
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