It is no secret that your home page is your most important page. This is the page that the majority of traffic will enter your site. It is, therefore, pretty important to build a solid landing page that will pull customers further into your site. This being the case, a website owner must seriously consider what their home page says about them. Does your home page represent your brand? Does it add to the customer journey?
At Kuka Studios we have been building websites for over a decade. We know what works and what doesn’t. This is the stuff we look at when ‘judging’ a landing page.
Is the branding consistent? Does your home page’s image represent your brand offering? For instance, if you work for a company that prides yourself on being green then carry this over to your website. We often see companies losing their brand image and message when they go online. Don’t spread yourself too thin, keep your branding consistent.
Similar to branding, does your design represent your company and sector? And by design I don’t just mean your logo. I am talking about the images used, and the layout of the page. Think about what you are offering and it will all become apparent. Artists, obviously use lots of art on your site and those in the B2B sector keep it plain and simple – think about what type of customer you serve and make sure your home page caters to their needs.
As well as consistency, your website must be visually striking. Potential customers must be drawn into other areas of your site, past your home page, in order to make a purchase. Effective imagery is surprisingly good at this – imagery is the reason why large businesses still pay large sums of money for colour magazine adverts. Make your landing page look good, the rest will follow.
User experience or UX is vital in generating money from your site. UX is one of the first things we look at when carrying out a conversion optimisation (the practice of building on a website with the aim of turning more visitors into paying customers). If you have a poor UX, visitors will simply leave and find a friendly site that will be more than happy to convert them. Judging your site’s UX can be difficult and requires a lot of empathy towards the customer, ask a friend or a web design agency to have a look at your home page and give their opinion on its ease of use.
The two major no go’s for UX are 404 errors and a non-mobile friendly interface. If you have 404 errors (missing pages) linking from your home page, customers will leave and Google won’t be happy, hurting your search engine visibility. If your site is not mobile friendly you risk losing all mobile traffic (around half of all web traffic) and you will once again annoy Google!
Build it and they will come … but they will swiftly leave if your content is not compelling enough. Use call to actions like “special offer” or “buy now” to get customers excited about your offering. But be careful to not sound spammy.
Just as your content must be compelling, it must also be relevant. A potential customer has found your site to look for some information. Make sure your home page has the information your visitors want to find. This tells your customer right away that your are the right company to go to.
For the Record
Even if the above is great you can still trip yourself up.
1. Avoid splash pages at all cost. They used to be cool but they are now just an additional step in the customer’s journey where time is of the essence.
2. No stock photos. They have been used beyond salvation, you are much better off paying a designer a bit of extra money for some original designs.
3. Make your word count work. Do not overload your visitors with information – you would not walk up to someone for the first time, shake their hand then proceed to tell them everything you possibly could about yourself would you? We would recommend 300-400 words introducing your company. This word count does not overload visitors with information and keeps the Google monster in check.
Don’t get caught up in the details and overlook your home page! Remember, first impressions really do last.