October 17th, 2017

Landing Page Strategy

Your homepage is the first thing a potential customer will see. It is the landing page of your website and its job is to hold the reader’s interest, encouraging them to further explore your site. Using a clean layout with the right information can make a customer out of a casual browser.  


Using a Clean Design  

Think about the visual aspects of your homepage first. In order to attract potential customers, your website needs to stand out in a friendly and welcoming way. Avoid clunky designs and busy looking pages. The goal of your website is not to intimidate but instead, inspire. 


  • Too much text is ugly. It can be tempting to write out every aspect of your business, after all, it’s what you do. Unfortunately, incorporating too much writing and text will only scare people away. Use minimal text, just enough to whet their appetite and have readers continue reading other pages.   


  • Use a high-quality image. Pictures are more engaging than words. Using a high-quality image as your website’s background can give it a sharp and professional look. The picture should be related to your business and add to the conversation. Don’t use a visual that is distracting or makes the reader completely forget why it was they came to your website in the first place. 


  • One picture is plenty. Using more than one picture sounds like a good idea but it's not. Do not make your homepage busy. Giving the reader too much to read can cause them to lose interest and leave.   


  • Coordinate colors. Having a simple color scheme for your homepage creates a more enjoyable viewing experience. Take the time to coordinate the colors used and weave them throughout the website. Don’t use too many either, try to stick to 3 if possible. A bad color profile can make people confused and disinterested, causing your business to look amateur.   


  • Brand yourself. Your brand and business should be identified immediately. The homepage acts as a giant billboard for who you are. It is selling your business and making people interested in finding out more. It would be silly not to use your logo on the front page.  


  • Have Your CTA on the front. Placing a button for your CTA(link to CTA post) on the front page is the necessary. The whole reason for having a website is to interact with people and hopefully make them customers. The CTA is the best method for collecting emails and making sales. Make this button large and easy to read. Isolate it from text and pictures in order to have it stand out. Feel free to have 2 or even 3 CTA’s but keep it clean. If you are incorporating multiple, make sure they are all the same size. Using the same size CTA will keep the homepage uniform and easier to read.   


  • One page means one page. Keep your homepage one page and one screen. This means keeping the content compact enough to prevent the need for scrolling. When someone clicks to your site, they should not have to scroll down the page to see everything. Extra content can be put on other pages, leave your main page static. Your one-page lander needs to translate to mobile sites as well. Remember, mobile devices are the most common way to use the internet.   


  • Make navigation easy. Having a reader enjoy your homepage and engage with it is precisely why you spend so much time perfecting it. Once you have a reader’s attention, it is imperative for them to access other parts of your website. This is where making an easy to navigate site come in handy. Ensure your menus are simple to find and uncomplicated to read. Make leaving the homepage and exploring your website the obvious next step for visitors.   


A Homepage is Where the Heart is  

A homepage is not for selling a specific product or service, it is for conveying the idea behind your business. Your landing page needs to sell what your company stands for. Sell the concept, the dream, the vision, and inspire your readers to learn more about what you do. Additional views increase available leads, and will eventually lead to more customers.