Perhaps the most important page of your website, your homepage, like a billboard ad, only has a few seconds to grasp your visitors attention.
There are 3 homepage goals that have to be achieved in order for visitors to resonate with your brand
1- Clear Definition Of What You Do
Your website visitor is there for one reason. To understand if yours in a business that can help them solve their problems. In clear and concise terms, your job is to answer the question “What is this place” and get it across what it is that you do, and how you help solve a problem. If the site doesn’t do a good job answering this question within a few seconds, the user will leave and never come back.
Make a good first impression. Don’t be afraid to spell it out exactly! “This is who we are, and this is what we are all about.” Of course you will expand on other internal website pages to be more specific.
Don’t use a lot of words. Explain things in as simple terms as you can, and use space as close to the top of the page as you can to make sure your audience doesn’t have to scroll or look around to answer their question.
If a first time visitors to your website does not understand what you do in under five seconds, you have failed on goal number one. Your only traffic will come from people who already know what you do, and you will not gain that much needed exposure to grow your business relationships. A vital first step in mastering your homepage goals.
2- Respect For The Repeat Visitor
Repeat visitors have been to your website. They get it, they know who you are and how to get around. Don’t get in their way of finding out how you can best solve their problem.
3- Whats New?
With new website visitors and repeat visitors need met, its time to impress them with everything new with your business. Visitors have gone through the trouble of figuring out what you do, and how you can help them. Visited a few times to read and engage with your content, building a relationship, now we need to let them in on whats new with your business or in the industry.
A blog is a great way to engage visitors with whats new. Allowing you to not only expand on certain topics, getting deeper into explaining your products and services, but allowing your website to rank higher in search engines for the terms that your business is sought out for.
Bonus – Provide Consistent Global Navigation
Of course people cant learn much about your business if they don’t understand what you do – like we spoke about in homepage goals number one. But visitors also cannot engage with your brand if they do not understand your website navigation system. A lot of little things count here. Naming and placement are key. If the global navigation is at the top of the website’s homepage, it should be in the same or similar on other pages. If there are 4 links in the footer, those four links should be present in the footer on each page.
Homepage Goals Final Thought
Designing your website for good user experience is all about communicating clearly. Setting expectations out front about what you do, and delivering. Making it as easy as possible for your website visitor to understand what you do and serving them what they need.