Basics of an effective home page structure
Welcome messages that do not clearly state what a company does turn potential clients away. Take a look at this home page text. Statement such as this one applies to virtually any IT consulting business. When your home page fails to clearly communicate what you do, your web presence turns away many potential buyers, business partners or investors.
XYZ provides the expertise and talents of their specialists all over Canada, implementing solutions and contributing to the success of your business and your projects. At XYZ, our philosophy is based on three principles: experience, expertise and commitment. Our people are highly skilled, but what distinguishes us above all are our values of accessibility, being local and trust.
An effective home clearly states what the company does and why should trust them with their business.
Elements of an effective home page
Company name and purpose
This is your name (usually presented as logo) and clear message about what you do. Tagline is extremely useful because it conveys a short, clear statement that is easy to understand.
Clear explanation of services or products
Ideally your main services or products should be displayed on the home page not buried under Services or Products page. This way visitors know what you do as soon as they land on Home page. In many cases a clear call-to-action can be placed directly on the home page. In case of Fresh Books (above) "Try It Free for 30 Days" button is an appropriate call-to-action.
Crossroads to main sections of information
In case of larger sites the amount of relevant information we want to present to the visitor right on the home page simply does not fit into the main services or products. These may be other relevant resources, case studies, product sheets or your personnel. People may come to your site via any internal page but they will click the Home button to get an idea of what else does the site have to offer and to get an overall understanding about your company.
Once a visitor learns about your company offerings, he will naturally ask himself: Why should I trust them with my business? You can use several tactics to persuade your visitors:
- Display latest blog posts or news that show your expertise in the subject matter
- Showcase logos of clients that trusted you with their business
- Show testimonials that speak of the benefits of your products and services
To sum it up, your home page should state what you do, establish trust and lead people to more information.