PPA Blog


Must-Have Elements of a Homepage

By Mattie Little

Apr 21, 2016 1:58:42 PM

Must-Have Elements of a Homepage

Have you ever heard of making a great third impression? Neither have we, which is why making a great first impression is always critical.

If you’re considering a website redesign or are wondering how to generate more leads from your website, it's a good idea to start with your homepage.

Your homepage needs to be the jack-of-all-trades. Rather than treating it like a dedicated landing page built around one particular action, it should be designed to serve different audiences, capture a variety of emotions and be built with a purpose that serves as the front window of your business. Be the front window that stops people in their tracks and has them back pedaling to go inside.

A homepage gets the bulk of site traffic, so it’s crucial to have a homepage that converts as much traffic as possible into leads and, eventually, customers. That’s why these elements are some of the most important parts of a homepage.

1) Headline and sub-headline

Within three seconds, a website needs to tell visitors what the site has to offer. A headline should be clear, simple and to the point. A sub-headline should offer a brief description of your services and zero in on a common pain point to which your audience relates.

2) Bold CTAs (Call To Action)

Guide your audience so they dig deeper into your website. By including two to three calls to action above the fold, this will help in moving your visitors down the funnel. If you’re an E-Commerce site, take your visitors to a ‘Shop’ page. If you’re selling a service, take your visitors to a page with a compelling and differentiating factor.

3) Navigation

Poor navigation will lead to a high bounce rate on your homepage. It’s important to give your visitors a clear path into your site all while making sure your navigation is visible, simple and easy to find. If possible, include a search bar so if your visitors want to find something specific, they can.

4) Social media icons

Social media icons give your visitor a way to connect. Most people today expect companies to be on social media and if they aren’t, it can actually be a turn off. Visitors want to see who a company is, and dive into your personality a little more. Often times this allows for a personal connection and for visitors to be even more compelled and led to utilizing your services if a) you have good, positive reviews and b) a strong follower base.

5) Visualization

Most people are visual learners. Researchers found that colored visuals increase people’s willingness to read a piece of content by 80%, according to Xerox. By using images (or even creating short videos) that clearly indicate what you offer, you’re essentially capturing emotion. It’s strongly urged to avoid cheesy stock photography.

6) Resources

More times than not, most visitors to your website won’t be ready to make a decision on your service or buy. Make sure you offer a link to a resource center where visitors can learn more. If applicable for your business, feature a really great content offer, such as a whitepaper, eBook or guide.

7) Mobile is a must

This should not be surprising, as mobile devices now account for nearly two of every three minutes spent online, according to comScore. Not only are mobile-friendly websites better for SEO thanks Google's algorithm change in April 2015, but they also make for a much better user experience for the increasing number of people browsing the web on their mobile devices.

8) Contact information

64% of visitors once on a company’s homepage want to see the company’s contact information. Make sure your contact information is not hidden and easy to find for your visitors.

Getting a website up and running isn't nearly as difficult as it once was. Optimizing the design of that website for improved UX (User Experience) on the other hand, continues to be something that marketers struggle with.

Does your website's homepage have all or most of these elements?


Mattie Little

Mattie Little

Former Digital Strategist at PPA


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