Home Pages for Maxiumum Performance
Your home page is the window through which you entice your visitors
to gain some benefit for an exchange of value - whether that be
a subscription or sale. There is a proven logical sequence that
walks the reader through a natural progression to the desired call
Provide a succinct reason to read on, reflecting a key aspect
of value: “Why spend $100,000 on xxxxxx?
A short introductory paragraph elaborates on the bold statement
above and provides a reason to read on. Don't have anything alongside
this in columns that may compete for attention. At this point you
want your reader fully engaged.
Motivated Call to Action
Some of your readers may be highly motivated visitors that don't
need to be convinced. Give them an easy way to complete their desired
action. You can still continue to express your value proposition
for those needing more guidance.
Primary and Supporting Expressions of Value
Testimonials are a powerful way to support your value proposition.
However, they rarelyreplace stating your value proposition explicitly.
We consider testimonials and endorsements “supporting”
content, which should be positioned on the page secondary to primary
Video is very popular right now and there are varying degrees to
which it is being used to replace text. Relying solely on video
to communicate value to a new visitor is risky. Youeffectively replace
communicating in a fraction of a second using text with with a minute
of video. This doesn't work well with those on time constraints
or short attention spans. While video content may be more effective,
your visitor may have bounced before the video would take effect.
Testimonials increase conversion when used in close proximity to
the value-exchange elements on the page—the form or buy button.
Next Clear Step
Provide a clear next step, and an explanation of subsequent steps.
This tactic produces a low-friction and low-anxiety way for the
visitor to engage.
Call to Action
The final step in the page is the call to action. This may have
several components, such as a guarantee and security assurance.
Follow proper thought sequence. The headline gets initial interest
and leads the visitor to primary content that expresses value. The
expressions of value should lead the visitor to want to act.
Back To Top
Web Development Index | Design
Tips | Backgrounds & Patterns