The home page is usually the first thing people see upon entering your site. If it doesn't attract attention, or lacks pertinent information, many of your visitors will go no further and may just leave your site altogether. Remember that the competition is only a click away. You will never get a second chance to make a good impression. No matter how many times this is said it rings even more true when it comes to a website's home page.
In this month’s issue of the Web Site Source we discuss the necessary components that every home page needs to include. Why are they so important and whether your site is hitting the mark or missing it altogether are two important questions we address herein.
In your first paragraph remember to address the "Five W's" when writing about your company - Who, What, Where, Why and How. Let your viewer know who you are, and what you offer, so they know if they are in the right place. Entice them. Give them something to make them want more, whether it is a FREE offer or the answer they’ve been searching for.
Create your site content from a surfer's point of view and answer this question: "What's in it for me?" Website visitors tend to be very directed. They come across your site after searching for something they need and aren’t interested in much else. If you want your visitors to stay, you need to tell them right away that they've come to the right place.
With the navigation decide on a system or concept first by mapping your own site. Following common Internet standards the navigation should be located at the top or left hand side of the page with links to every page or section of your site. Make it clear and simple for your visitor to get where they need to. Failure to do this can lead to frustration and an early exit.
You'll also want to include text navigation at the bottom of the page (sometimes called secondary navigation) for those browsers that don’t support more elaborate navigation systems like hover buttons. Another more elaborate option could include drop down navigation boxes that allow a selection and transport the viewer instantly to the selected page.
Add the option to bookmark this site or recommend it. You don't want to forget this viral marketing technique. Also add a "click here to recommend this site to a friend" somewhere on the page. This can be done easily with custom scripting or free services online like Recommend-it.com.
Most people will not buy from your site on their first visit, so you'll want to request an email address for the possibility of a future sale. Mailing lists can be maintained with stand-alone software or your web host may provide this service for you, you'll need to ask.
Offer a free e-zine. Include a chance to subscribe to your e-zine on this page. It's very important to your marketing efforts that you start collecting a list of opt-in subscribers who are giving you permission to contact them at a future date. The easiest way to implement one is to use one of the free list services like Yahoo eGroups or Topica. Make sure you include an easy sign-up form somewhere on your site. The top right hand corner will get the best attention.
If your site is large or contains a catalogue of products, you may want to include a search function. This gives people the opportunity to find just what they're looking for quickly. Searching can be implemented with scripting. You can also find free search functions available online at third party sites like Atomz.com.
Things like very long Flash intros, numerous pop up ads, boxes, and music, can annoy your guests causing them to reach for the “Back” button. If you feel the need to use a pop up box (which are effective for reminding visitors to subscribe to a newsletter), use the type that only pops up upon exit. It's less obtrusive and doesn't hamper the web surfer when he or she first enters your site.
Use this article as a checklist to review how many of these strategies you have implemented on your home page. Build your site with the thought that the homepage may be the only page seen. Make it useful, user friendly, and enticing. By incorporating the above essential elements into your page, you'll increase the chances of a happier surfing experience for your guest and a more effective website for you.
If you have any questions or comments, Sherry DaRosa can be reached at 344-6889 or by email .
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