The window to attract a visitor’s attention on your website is small. If you do not give them a reason to stay within the first few seconds, you could miss them. That is because users decide whether to hit the “back button” decision within milliseconds. So your homepage is your opportunity to make want to stay on your site and learn more about your brand and what you have to offer.
After all, while only 5 to 10 percent of the average website’s visitors land on the homepage, this still regularly accounts for up to 50% of the site’s total page views.
Unhappily, most users stick around less than 60 seconds. This means that you essentially have a minute to assure them that your site is worth their time.
Your homepage’s copy is an enormous factor in how successful you will be in this effort.
It is the first thing your visitors will see, and it can serve as a short “elevator pitch” letting the visitor know what your site is about.
So it needs to be compelling.
Fortunately, writing effective homepage copy does not need to be complicated. That is why on this page, I will cover four tips you can use to design a page that is attractive enough to make visitors want to learn more, and successful in pushing them to take action.
1. BE CONCISE
Your homepage has a few main functions:
-show visitors what they are looking for;
-show them where to establish and start, your company’s credibility.
Accomplishing this does not need to involve a lot of copy.
Of course, some services and products require more of an explanation than others. If your company’s core offerings are different from anything else on the market, you will need to do a bit more work to tell visitors what they are.
But if you are offering a product or service that your target audience is already familiar with, this does not need to be the case.
They will be able to get the basic idea within a few seconds. And from there, your purpose should be to convince them that your business is the right choice for their needs and motivate them to take action.
If visitors immediately understand the site’s overarching purpose, the right text is the best way to get them to take the next step.
In fact, you should be able to finish everything you need in one to three sentences, as a general rule of thumb.
It should come as no wonder, then, that the same study discovered that editing copy to be more concise and scannable increased usability by 124%.
When you consider it, this makes sense.
If the majority of your site’s users are scanning your content, some of them are bound to miss valuable information. They might read and remember the less-important details, but skip right over the copy that is most effective in driving them to take action.
When you keep your copy concise, you remove everything but the text you want your readers to concentrate on.
This way, you don’t have to worry about them getting distracted — because all they will see is your most powerful copy.
2. USE UNIQUE, SHORT COPY
Your headline is the first piece of text a user will read on your page.
But your goal should not just be to get your user to engage with that first sentence or two. The true concept of a headline is to force them to keep moving and reading through your page.
It needs to make them want to get more.
But considering that, on average, five times as many people read a page’s headline than read the body copy, many sites are not successful in reaching this simple purpose.
So as you design your homepage, make sure that your headline copy is effective at attracting readers’ attention.
Simplicity is one part of the equalization, but your copy should also be unique.
Most users are used to hearing the same essential taglines and marketing claims, so the best way to take their attention is to write something that stands out.
This will help your brand create a refreshing change of pace for users and make a much more remarkable impression.
3. USE LOTS OF WHITESPACES
As you’ve gathered from the tips I have shared so far, simplicity is often better when it comes to homepage design.
But even if you choose a minimalistic approach to the elements you include on your page, you should still be aware of incorporating whitespace.
Whitespace is useful for clearly graphics, separating text, and other elements, and prevents pages from feeling too crowded.
It can also promote the distinctiveness and importance of the type and draw the eye to specific pieces of copy.
4. SHOW SOME PERSONALITY
So far, I have given you a lot of things to consider as you design your homepage.
And I stand by each of these tips.
But as you write your copy and select your images, do not let a checklist of elements prevent you from allowing some personality shine through.
While the value you offer might be your main selling point, your brand’s “identity” also plays a role in how your target audience perceives your company, and whether they eventually become clients.
Designing a powerful introduction page can be the difference between users sticking around or bouncing via the back button.
You have a little amount of space and time in which to assure them that your site is worth your time.
So as you create your homepage, make sure that each element is designed to grab users’ attention and drive them to take action.
Happily, this does not need to be a complicated process.
Place and write each element carefully, limit the number of total elements, and arrange your page in a way that logically drives users to take a specific action.
Then, you can be confident that your site is designed to generate conversions, right from the start.