The StyleSheet - For businesses that use the internet

8 Things You Should Have on Your Home Page

Posted December 9, 2009 By Caroling Lee |

Your Web site’s home page is the face of your organization/business/topic/store/etc. and it needs to inspire confidence, be aesthetically pleasing, appear credible and call users to action — all in a fraction of a second. What are some of the things that users are expecting to see on your home page? We know we have to start with a logo, main navigation and some contact info…

But what are the other essential elements?

1. A Clear Starting Point 

This might be an image, a video, a message, animation, or even large text – basically anything to guide the user at first glance. It doesn’t matter what the element is, as long as it’s clear to the user that this is the place to start. For most of our clients, it’s an image that tells a story or encompasses the purpose of the Web site or reinforces their branding/image.

2. Call to Action

The key difference of a Web site (vs. other marketing tools like print, radio or tv) is its ability to give users a place to interact. There should be at least one element on the page that inspires a user to DO something. Whether it’s filling out a form, signing up for an e-newsletter, using a tool like a calculator or answering a poll, there needs to be an active option available to engage users further.

3. Search Field

It’s been said that a site-specific search should only be included on complex sites, but it’s also been said that a search option is a ‘user’s lifeline’. To be safe, most sites today require search visibility.

4. Fresh Content

Whether it’s a Twitter feed, recent news, upcoming events, or some other fresh content, the home page needs one content type that gets updated on a regular basis (hourly, daily, weekly, or monthly).

5. Keyword-Rich Content

For nearly all of our clients, search engine optimization is a huge priority and the home page is the best opportunity to feature relevant keywords. Use industry terms or keywords that you’re trying to get ranked on, but make sure they are familiar to your users.

6. Feedback Option

The day your site launches is the end of one process, but also the beginning of the rest of your Web site’s life. With that in mind, use the power of your users to get some feedback on what’s working and what needs improvement. Whether it’s a feedback form or a short survey, give users the ability to share their opinions.

7. Site Index

Every Web site needs a road map. It’s just another line of defense to help users find what they need ASAP. This way, you’ll have the search, the main navigation, sub-navigation and a site map. There’s no way to predict exactly how every user will browse your site, so giving them the right options is key.

8. The Fine Print

Many of our clients have Terms & Conditions, Privacy Policies and/or disclaimers. The necessity of these depends on your industry, the kind of Web site and the kind of info that users are providing. If they’re entering Social Security Numbers, then you’ll want to make sure that there’s some kind of privacy policy content. This also goes for including security seals like McAfee, etc.

The home page is your last chance to make a first impression, so balance these home page elements with your overall site goals. The essential elements of a particular home page can certainly vary on a case-by-case basis, but use this checklist as an overall guide.

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