When visitor comes to any website, he immediately wants to receive answers to a number of questions. This must be taken into account at the design stage. You also have to consider how people browse webpages. According to the study of eye‐tracking, most of the visitors show F‐ and E‐shaped model. 80% of visitors for 80% of time browse the top of the page or the first screen (part of the page, which can be seen without scrolling). And 69% of the time visitors view the left side of the page. Large images attract attention primarily, and the right side of the page is usually a “blind zone”.
source: Nielsen Norman Group
Let’s consider the basic questions of visitors, taking into account these features.
― What is this site?
This question must be answered first. The answer should be kept in place where the visitor draws attention from the very beginning – in the header. Place a company logo in the upper left corner of the site. Write in the header a slogan or a short description of your company’s activity.
― What is on the site? Where to find information?
The answers to these questions must be contained in the site menu and navigation should be well thought out and easy to understand. Menu is better to locate under the header or on the left side of the page. The menu can be broken down into the main and auxiliary, if the items contain subsections.
― What can I do on the site? How to do it?
The visitor must immediately see its opportunities on the site: buy products, order services, send a request and others. Depending on the purpose and type of the site there will be a different arrangement of call to action. The phone number and the button of a return call should be placed in the header of the site, where visitors are used to see it. If it’s an online store, shopping cart must be placed in a prominent place. So the visitor will understand immediately that the site has the capability to select and purchase goods. Try to place the information on the page in one column. So visitors can view it in one way, which leads to the main goal of the page. At the end of the page, after you told the visitor the necessary information and answered his questions, place a CTA.
― Can I trust this company?
Before ordering the service or product the visitor must make sure that he won’t be deceived. You can help the visitor achieve this trust in the following ways:
- Place some customer reviews on a page.
- Give visitors the opportunity to familiarize with certificates and permits of the company.
- Demonstrate the visitor company’s portfolio. It can be cases, photos of performed work or other kinds of portfolio.
Frequently updated news on the site will tell the visitor that the site is “alive”. If the latest news on the site were posted a year ago, a visitor may decide that the site doesn’t work, and the company doesn’t accept orders.
So, do not forget to consider the following points when designing the homepage:
- Homepage should answer the basic questions of the visitor;
- Important information should be placed on the left side of the page;
- Consider the F‐ and E‐shaped browsing models;
- Place the information on the page in one column;
- Avoid large texts;
- The basic information should be placed in the first screen of the page.
Homepage is the face of the site. Use the above guidelines to create high‐quality and informative homepage. If the conversion level will increase – you’re well on your way.
If you need to design credible and high‐conversion website, contact SoftwareGarage.
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