How to Put Together a Homepage that Converts

Here is the deal: If you own a website that you use to build authority amongst your customers and/or drive sales, the first impression you make matters. This makes your website’s homepage one of the most important (if not the most important) page on your website. The need to get its design right stems from two considerations:

  • A website’s homepage is where most of a website’s traffic lands that you hope to convert into leads and sales
  • Once a visitor lands on your homepage, the first impression is formed and you probably won’t get a second chance to make a first impression


But what makes a great looking homepage that also converts as much of the traffic it receives as possible?

1. A good homepage clearly answers the questions of who you are and what you’re offering

Unless you are a company or brand with as much reach and impact as Coca-Cola or say Nike, your homepage needs to clearly answer the questions of who you are and what you do. The reason for this lies in the fact that you need to assure visitors who land on your website that they are in the right place and do so very early on so they don’t bounce. 

2. It resonates with the target audience

Your homepage also needs to resonate with your target audience in being fairly narrowly focused and communicating with people using the right language. Take a look at these two homepages:

Both are brilliant in that they use clear heads and subheads with no use of jargon and the content avoids corporate Gobbledygook.

3. It looks great

This one is a no-brainer. A website’s homepage should be designed to impress. The challenge it seems is for businesses to keep it simple. After all, what you want to do here is to provide a good and memorable user experience for visitors but not reinvent the wheel per se. To that end, choose a simple layout and the right color scheme. Include the critical elements that make a good homepage such as:

  • A headline
  • A sub-headline
  • Benefits
  • Your primary CTAs
  • Features
  • Customer proof
  • Success indicators
  • Navigation
  • Supporting images
  • Content offer
  • Links to useful resources
  • And secondary CTAs

4. Navigation is easy and follows a good logic

To make a homepage as user-friendly as possible, a clear navigation bar near the header of the page makes it easier for human visitors and search engines alike to find all the key pages on your site in the order that you want the pages and content discovered. In particular your navigation bar should include links to your “Contact Us” page, “ About Us” page and “Why Choose Us” page. After all, these are the pages that contain the important pieces of information about your business.

5. Images are sharp and captivating

On a homepage, the images you use matter for the simple reason that as visitors on a website, we tend to scan the content there rather than read all the details. Therefore a good way to make visitors stick around longer is to use captivating imagery as an avenue for rich visual storytelling. But note that people respond best to real imagery and tend to not pay much attention to stock photos. Equally important, avoid auto-forwarding carousels and accordions. These annoy visitors as indicated by a study carried out in the UK.

6. It includes trust signals

Think about this for a second: How can a prospective customer who lands on your website’s homepage know that they can trust you?

– The simple answer is that the homepage needs to include certain trust badges and symbols.

These include security symbols (indicating that your checkout process is secure), customer logos, testimonials, award badges, transparent policies, free trials and press mentions or any combination thereof.

7. It includes a clear call to action

Next up, CTAs. If you want a homepage that converts as much traffic as possible into leads and sales, it has to include certain primary and secondary calls-to-action. On the homepage, you obviously want to influence visitors to dig deeper and take certain actions such as “Learning more” or “Considering A Free Trial” or “Booking A Demo” and ultimately “Buying Now”. The CTAs therefore should be strategically placed to move users along the sales funnel telling them exactly what to do to get the most out of your website.

Related Post:

7 Content Strategy Tips to Construct Awesome Product Pages & Boost Sales

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