After I got down to design an internet site, I do it backwards. I begin with the design of the smallest, deepest factor: the story web page or search outcomes. Then I work backwards to design their containers: part pages, indexes. Then, lastly, I work on the house web page.
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I do that as a result of every container must adequately set expectations for what it incorporates. If the house web page says one factor, however the inside pages say one other, that’s going to result in a user-experience failure.
This additionally signifies that, by the point work begins on the house web page, there’s a variety of momentum going already. And any lingering anxiousness goes to return to a head—on the house web page.
House pages are anxiety-inducing for corporations. The house web page is your first impression. And just like the outdated saying goes, you solely get one probability. So house pages themselves have a novel set of design targets.
Earlier than I get into these targets, right here’s a grain of salt. Each web site I’ve ever labored on has had strikingly comparable visitors tendencies, and one stands out. Keep in mind that smallest, deepest factor I described earlier? That is the atomic factor—for a information web site, it’s the story web page; for a search engine, it’s the search consequence; for a retailer, it’s a product web page. This web page accounts for 60 to 75 % of all web page views on the positioning. The remaining belong to the house web page.
This isn’t to say that the house web page is unimportant—it’s massively vital as a primary impression. However wanting on the numbers, you’ll get way more bang out of tweaks to the atomic factor pages than the house web page.
That mentioned, let’s take a look at the distinctive challenges that house pages current. Bear in mind, after I say house web page, I imply the web page that lives at no matter.com. The primary web page a consumer sees once they present up at your entrance door.
Any house web page has 4 essential targets, on this order:
Purpose 1: Reply the query, “What is that this place?”#section2
That is, and at all times will probably be, the number-one job of any house web page. For those who ignore this purpose, you’ll go away new guests at the hours of darkness.
The very first thing a brand new customer does once they get to an unfamiliar web site is ask that query. If the positioning doesn’t do job of answering it inside a couple of seconds, the consumer will really feel dumb, go away, and by no means come again. In spite of everything, what would you do when you met somebody they usually made you’re feeling like an fool? Would you wish to hang around with them once more?
That is all about making first impression.
Don’t be afraid to make use of good quaint textual content to say: “That is who we’re, and that is what we’re about.” Then hyperlink to a extra verbose about web page or tour. That method, the individuals who want that assist have a spot to go to search out it. And ensure the textual content you utilize is worked up and optimistic—and makes the reader really feel vital.
Don’t be too wordy, after all. Make sure that all of the phrases you utilize are doing heavy lifting. However the rationalization has to start on the high of web page one—it’s crucial factor you are able to do to show newbies into repeat guests.
That is particularly vital for corporations making an attempt to do new issues. Google can get away with a user-hostile entrance web page as a result of everyone already is aware of tips on how to use it. However that’s the exception to the rule. For those who’re doing one thing new, generally you simply have to elucidate it in plain language, like: Flock is a free, open supply internet browser.
If a primary time customer to your web site’s house web page doesn’t perceive what it’s inside three seconds, you’ve failed purpose primary, so be happy to skip the remaining. The one individuals who will use the positioning are the individuals who already know what it does. Or, ya know, masochists.
Purpose 2: Don’t get within the repeat customer’s method#section3
All that mentioned, the second purpose is to get out of the way in which of the customers who already know what they’re doing. These are the customers such as you, those who’ve been right here earlier than and already get it.
One nice method that accomplishes the primary two targets in a single fell swoop is to make one space of the web page dynamic. That space can present an evidence to newbies. However as soon as the consumer is logged in, substitute the reason with some data particular to that consumer (which additionally meets purpose three).
Flickr takes this technique to an excessive, offering solely completely different house pages if the consumer is logged in or logged out. For them, this can be a good technique. The positioning is so custom-made for logged in members, and the service is simply completely different sufficient from different websites, it makes good sense to offer a completely completely different expertise to every group, and it completely meets targets one and two.
Purpose 3: Present what’s new#section4
By the point you get to purpose three, you’ve already addressed the wants of newbies and repeat guests. Congrats, now everyone’s on the identical web page! Now it’s time to impress all of them with what’s new.
Too many websites cease after addressing targets one and two. However as soon as a consumer’s gone by way of the difficulty of determining what you do, after which really coming again, you owe them one thing: what’s new. You recognize your web site higher than they do, so be their tour information. Counsel locations to go to, beginning with no matter’s new. Blogs are particularly good for this, with their newest-comes-first formatting.
Purpose 4: Present constant, dependable world navigation#section5
It is a site-wide purpose, however it’s vital to checklist right here as a result of the expectations you set on the house web page will carry ahead to each web page in your web site. It’s the little issues that depend right here. If a hyperlink is within the world navigation on the house web page, it must be in about the identical place in all places. If there are six hyperlinks within the footer, these six hyperlinks ought to seem in each footer.
Designing for good consumer expertise is about speaking clearly, setting expectations early, after which delivering what you’ve promised. Consider your private home web page because the opening verse of a track. All it’s important to do is be sure you keep in tune all through the consumer’s complete listening expertise.
