A visitor to your website takes only .05 seconds to decide whether or not they’ll stick around or jump ship. Talk about a first impression! This means your homepage design is more important now than ever. As a business owner who is committed to the success of your business, you probably want to make sure your homepage is doing it’s job, right? If you want to ensure that you make the best first impression possible, it’s important to make sure your homepage has all the essential elements. In this blog post, I cover five things that your homepage is probably missing, and more importantly, how you can fix them.
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1. Back-to-top function
Have you ever been scrolling along on a website, and then have to make that entire journey again to go back to the top? Talk about a frustrating user experience!
When it comes to homepage design, user experience is just as important as it’s design. Unfortunately, it is also something that is often missing from homepages. A back-to-top function, for example, is often something people don’t think about when creating their website. However, it can be a massive game-changer when it comes to your audience’s frustrations – or lack thereof.
When you include this function, instead of the user having to manually scroll all the way back to the top, all your users have to do is click this button. And voila – they’re quickly brought back to the beginning of the page! Convenient, right?! This is great for homepages that are particularly long, or don’t have a scrolling header navigation.
As far as location, you can either have this button scroll along the side of the page, or you can place it in your site’s footer. Below is an example of a client website I designed, with a back-to-top function located in the footer. In this particular case, the client’s homepage wasn’t too long, so placing it in the footer works just fine.
2. Clear CTA buttons
Call to action (aka CTA) buttons are words or phrases in the form of links or buttons that guide your website visitor toward their next step in your website. As a user scrolls through your homepage, providing well-crafted CTA buttons will be able to easily prompt them wherever you’d like them to go next.
While these buttons are actually used quite often on most homepage designs, it’s easy to miss some key factors. In order to make sure these buttons stand out, try focusing on color and font choice.
By making the button a contrasting, bolder color, you help catch the user’s eye. Using a different font for the CTA text in the button is great way to accomplish this, as well.
One other thing you want to consider when crafting your homepage design, is to make sure your CTA buttons are reasonable. For example, users aren’t very likely to contact you right off the bat. I often see homepages use all their CTA buttons to lead users to the contact page, but this actually isn’t very useful – especially for first-time viewers.
Instead, try to guide your users from your homepage to another page of your site where they can find more information about your business. For example, your services page. Once they’re able to do more research on you and decide they want to work with you, then you can lead them to your contact page.
3. Professional brand images
One of the biggest differences you can make to the quality of your homepage design, as well as user experience, is investing in professional brand photos. This is something that is also often overlooked, since stock photos are so readily available (and often free).
However, if you can afford the investment, I highly recommend investing in professional photos. This can make a huge difference on whether your website stands out or not. Working with a brand photographer will also let your business’s unique personality and style shine through! Why would you want to use the same stock photos that are found on everyone else’s website?
If you still need more convincing, then let’s talk numbers. According to a survey by MDG Advertising, 67% of online shoppers rated high-quality images as “very important” when making purchasing decisions (MDG Solutions).
If you haven’t already invested in a professional brand photoshoot, now’s the time! Your homepage will thank you later.
4. A lead magnet or freebie
One of the best ways to get people to trust you from the homepage is to provide free content! This is a great way to get users to dip their toes without asking for much commitment. They’ll be able to consume whatever information you want to share, and therefore start to trust your expertise.
Then, once they’re on your email list, you can nurture their connection until they’re ready to work with you. And if you don’t yet have an email list, this is a fantastic way to start one! Believe me, email marketing is not dead. In fact, it is still widely regarded as one of the best modern marketing tactics for pretty much any type of business!
If you’re wanting to try your hand at email marketing (and believe me, you do), you should check out Flodesk! I use Flodesk for all of my lead magnet signups, website popups, newsletter emailing, digital product sales, and more. And as a designer, I especially appreciate how remarkably easy it is to create beautifully-designed emails.
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5. Convincing social proof
If your goal is making conversions, one of the most important things you’ll need on your homepage is social proof. This can be in the form of testimonials, “as seen in” logos, or listing awards or certifications. Pretty much anything that proves that you know your stuff.
Think about it – when’s the last time you purchased something without doing a bit of research first? Maybe you read some reviews of a product. Maybe you looked to see what qualifications an accountant had. People tend to need some convincing in order to part with their hard-earned money, which is where social proof comes in handy. Having it right there on your homepage is a great way to encourage conversions.
My personal favorite, however, is listing testimonials or reviews. They’re easy to gather, and are actually quite convincing. In fact, “72 percent say that positive reviews make them trust a business more” (Entrepreneur).
Creating a homepage design that supports your business is a process, and it’s never too late to start. As you go through your business journey, your website (and homepage) will evolve along with it. As you learn more about what goes into a good homepage, don’t be afraid to go in and make those changes! By implementing these five things, your homepage will be well on its way to creating the best possible first impression.
And if you’re ready to hand off the job of website designer to a pro, feel free to reach out! We can work together to make sure your homepage (and website!) supports your business in the best way possible.
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Feeling overwhelmed, conflicted, or intimidated by the thought of branding? You're in the perfect place. I’m Karlie, and as the creative behind K Made Design Co., I breathe life into brands for photographers, solopreneurs, and small businesses owners like you every day. My role is to spotlight what makes you distinct and then propel you to stand out in your industry.
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Your reputation is pivotal, and I’ve heard that the leads you're seeking are side-eyeing yours. A piecemealed brand does no justice to your meticulously crafted client experience, services, and business structure. It’s time to align your external brand image with the exceptional quality of your services.
