A lot of our clients come to us with home pages that are crammed with tons of information. Their home pages have everything that every prospect would ever need to read so they can understand what the company does.
However, having every piece of information about your company in one spot can lead to a visitor being overwhelmed and ultimately turning away from your website altogether. That is not the best way to design a home page. Instead, try keeping your home page simple to drive visitor interest and traffic.
In today’s world of information overload, the best-performing designs are those that remove every possible piece of information that is unnecessary or does not help in converting that visitor into a lead.
Let’s take a look at two websites that really drive home the point of keeping your home page focused.
This Is Perfect Example Of A Company That Is Trying To Be Everything To Everyone.
- It’s a search engine
- It’s a news portal
- It’s email
From a pure design perspective, the Yahoo home is page is lot to take in at once. It’s difficult to know what you are supposed to look at and, more importantly, what you are supposed to do.
When a visitor lands on your home page, they should immediately be able to answer these three questions:
- Am I in the right place?
- What should I look at?
- What should I do next?
Remember, visitors are coming to your page to see if you can help them solve a problem. If you cannot quickly prove to them that you have answers for them, they will move on to a competitor.
By showing them they are in the right place and directing their attention to the answer to their problem, you will create a natural progression pathway for these visitors to follow and continue engaging with your website.
Good (If Extreme) Home Page Example
Google’s home page answers those three questions in an instant because their home page is ridiculously simple.
- Am I in the Right Place?: The name appears in large font and company colors—you know right away you are on Google.com.
- What Should I Look At?: The “call to action” is a huge search bar.
- What Should I Do Next?: You know exactly what to do next: search for something.
Sure, you can do other things like log into gmail, look at images or sign in. But it’s not the main purpose of the site. By keeping the site simple, Google has established itself as the go-to site to conduct searches.
Keep this in mind when you are developing your own web design strategy. By creating simple pathways for your visitors to follow, you stand a much better chance of them not only viisting your page, but actally staying on it long enough to learn about your company as well.
Google is an extreme example of a home page, and in most cases, we don’t recommend simplifying a business website down to one service. But this is a good example of why it makes sense to limit the number of choices on your home page to improve the conversion rate of your site.
*Originally published November 2016. Information has been updated January 2018.