How to design a Homepage that converts

Thoughtful, Strategic Website Design

Creating a website can be pretty overwhelming. There can be so much information to display and it can be difficult to direct users through a clear intentional journey. I believe the homepage should be a thoughtful and strategic synopsis of the full site - an enticing overview where people can have their interest piqued and be clearly directed where to go.

Every website is different and I certainly don’t believe in a one-size-fits-all formula, but I will share the general blueprint that I implement in almost every site I built in order to keep things clear and cohesive.

Empathise with your users

It’s worth taking time at the beginning and end of a website build to really empathise with your ideal client, put on their shoes, and journey through the website from their perspective.

Is it clear on every page where to go next?

Is all the information relevant to this client?

If your business has a few diverse clients (who will be engaging with different products or services), you may want to speak to them all slightly differently through the site and ensure there is a clear journey for each.

Exchanging yourself with the client and making a clear journey through the site is a powerful technique to ensure your website is clear, cohesive and user-friendly. We often get so bogged down in the details (especially as we near the deadline) that we have our design blinkers on and lose sight of how the website flows as a whole for someone landing on it for the first time.

Anatomy of a Homepage

01. What/Who/How

Goal: Quickly explain what you do, who you do it for and how you help them. This will help users know right away if they are in the right place.

Tip: Make sure there is at least one button for them to take action or learn about your business.

02. Give them what they want

Goal: Instantly give the user access to do what they came to do on your site. Maybe they want to see examples of your work or shop popular products. Whatever their top priority is, address it here.

03. Build Trust & Credibility

Goal: After seeing what you do/sell, the user will either be ready to take action or they might be hesitant because they aren’t sure you are credible. Show your value and gain their trust with testimonials, reviews, press features etc.

04. Featured service/product

Goal: Now you have demonstrated trust and quality, re-introduce them to your most popular product. Make sure there is a button for them to book or find out more immediately.

05. Behind the Brand

Goal: Customers buy from brands that they feel connected to, so show your face. Share some behind the scenes information so they can connect with your business at a deeper level.

Direct them somewhere to connect with you further, such as the About page.

06. Final Direction Roundup

Goal: give the user one final signal to guide them wherever they want to go. Use the footer to give clear, simple directions to explore further areas of your website or take action. Encourage them to follow you on social media and sign up to your newsletter etc so they can stay in the loop.

This framework is simple but effective and guides your users through the homepage in a way that is constantly addressing their needs. If you’re still having trouble planning out your homepage or other areas of your site, here are a few other tips that I always share:

Know the difference between your user’s needs and your needs

You likely have a specific goal for what you want people to do on your website, but be sensitive to the fact that sometimes the user’s goal isn’t the same as your goal. Maybe you want to sell products and services but your user is more interested in reading your blog or finding out who you are initially. You need to make sure that you are both serving your audience and guiding them where you want them to go.

Always give the user a next step

You never want the user to come to a dead end on your site. It’s easy to get distracted when you’re browsing through a site, so if there isn’t a clear reason to stick around - or clear links on every page taking you back into the website, you risk user’s leaving your site completely. I will add some sort of Call to Action in almost every single section of a site and nearly always a section at the bottom of each page that links to another page. You want there to be something guiding the user somewhere else on your site so that they stay there longer.

I hope this helps and if you are stuck designing your own website, feel free to contact me for further advice and tips.