Why Your Website’s Home Page Is Important

The old saying “You never get a second chance to make a first impression” holds true. And the first impression people have of your business or community organization is often your website’s home page. It’s why you should carefully consider what does — and doesn’t — belong on this page.

Without a strong, early connection that compels visitors to stick around, your bounce rate will be high. That’s the percentage of people who visit only one page. They leave without clicking on anything or going to a second page. Not only does that mean you are losing people, but some experts also believe a high bounce rate might indirectly impact ranking.

If your community or senior center is getting ready for a website redesign, we’ve collected a few elements that you’ll likely want to include on your new home page. If you’re already feeling overwhelmed, our design team specializes in working with communities like yours to create beautiful websites.

What Goes on a Home Page?

• Strong start: Depending on who you listen to, people give websites an average of 3 to 7 seconds to grab their attention. So, the first thing you’ll want them to see is a headline with a simple, clear message. No extra words or gimmicks.

• Brief summary/description: Next, you’ll want a sub-headline that summarizes who you are or what you do. Again, keep it simple and free from jargon. Your goal is to keep people engaged and on your site.

• Calls to action: Unlike other pages on a website or posts on a blog, where too many calls to action (CTAs) can overwhelm visitors, they are vital on your home page. Experts usually recommend two or three above the fold and one more below it. (If you aren’t sure what “above the fold” means, the linked article provides a good description.)

• Visual interest: Part of keeping visitors engaged with your site is making an emotional connection. One of the best ways to do that is with a great photo or short video. You don’t want something so complicated or large that it makes your home page slow to load. That’s a sure way to lose a new visitor — they may get impatient and hit the back arrow to return to the search engine results page. We’ve got you covered with thousands of already-designed images especially for communities like yours in WeCreate.

• Benefits/impact showcase: You’ll also want to be sure to highlight the benefits your organization or business offers. This is not a sales pitch, but rather an opportunity to spotlight the impact you make. Photos with a caption or two might be all you need.

• Free offer: As you make your way below the fold on the home page, it’s often a good idea to offer a piece of content for free, like a short guide or checklist that relates to what you do. That will entice your visitors to stay actively engaged with your page. Keeping it ungated, meaning no name or email is required to download it, might be best.

• Navigation menu: Because you want people to click on links to read more about your organization, it’s essential to make it easy to do so. Feature your menu or navigation elements prominently on your home page. Be sure they stand out from other elements on the page.

• Footer information: While you don’t want the footer to be too cluttered, it is a good spot for more details. You’ll likely want your contact information and email address here. Another good item to include in this section is a form to subscribe to your e-newsletter. Finally, if you are a nonprofit, add images/logos from any accrediting bodies you belong to or links to your results page on Great Nonprofits or Charity Navigator.

This list should help you feel confident as you meet with your web development team. And if your budget permits, you might want to give your About Us page a makeover, too. It’s one of the most popular pages on a website!

Updated on 03-25-2024