Imagine joining a party …
You open the door, and see a sea of grey suits.
You see lots of faces, but you don’t recognize anyone. You hear a soft murmur. But no laughter. Not even a smile.
You can’t even figure out where the drinks and snacks are. You feel lost. Lonely.
Wouldn’t you want to turn around and leave? Go to a place where you feel welcome?
This happens on home pages around the web all the time.
You’re not sure where you’ve arrived because the home page is fuzzy. You don’t feel welcome, because the design is too hypey or too bland. And worst of all, you don’t know where to click because it’s cluttered.
My old home page was a little boring
A rather grey party. No personality. No music. No laughter.
When I started my business, I was nervous about showing myself online, and I didn’t have a clue how to portray myself. As an agency? Or as an independent consultant? As a blogger or a business? As a content marketer or a writer?
My ideas were fuzzy, and my home page reflected that.
I knew it was time for a change.
My home page had to ooze more personality. This business is about me connecting with you. No faceless company. No gobbledygook. But a human touch.
This wasn’t a vanity or branding project.
As my business is evolving from freelance copywriting to selling books and e-courses, the home page had to reflect this change. Growing my email list and engaging my readers are my top priorities.
What about your home page? Does it reflect your current business? Your personality?
Step 1. Define the top tasks for your home page
What is a welcoming home page?
A good home page exudes the right feeling, but most importantly, it allows web visitors to do what they want to do—and do this quickly. A fuzzy or confusing home page turns visitors away.
The top tasks differ for each business. A home page for an e-commerce store will feature popular categories or current offers. A home page for a freelance web designer may tell you what he does and encourage you to explore his services or view case studies.
In many cases, a home page acts like a billboard, explaining quickly where people have arrived before inviting them to join your party and explore your site.
On my site, most repeat visitors want to find and read my latest blog post. New visitors may want to do the same. They likely have already heard about me, and they probably want to learn more about writing or blogging. New visitors may also want to join my snackable writing course, and for me this is an important task because once I get people on my list, I can build a relationship.
What do you want to tell people arriving on your home page? And what do visitors want to do?
Step 2. Find inspiration and a common language
When you’re planning a party with a group of people, you need to agree what a good party is. Do you mean a luxurious dinner party for a small group of intimate friends? Or a huge dance party with loud music? Or cocktails and snacks at 5pm?
When you hire a designer to work for you, you also need to establish a common language:
- What do you mean with adding more personality to your site?
- How do you think you can increase clicks and conversions?
To create a common understanding, Mark Reynolds, my web designer, and I reviewed a few websites together, including:
- LKR social media—this home page has a super-strong focus on gaining email subscribers, but the overall look and feel is a little too corporate for what I want to achieve.
- Erika Napoletano—this home page has strong personality, but I wanted a sharper focus on what web visitors should do.
- Ian Brodie—I had watched his video on the LeadPages blog explaining how a 2-step opt-in process had boosted his conversions, and I wanted to try the same. I also liked the bullet points explaining the benefits of joining his list. (Note: Ian’s home page has changed since this article was written.)
Be careful. When you review other websites, always consider whether they’re trying to achieve the same thing as you. You can easily become distracted by nice party hats that don’t suit your chic dinner party.
Which websites have similar objectives to you? How can they inspire your home page design? What do you like or dislike?
Step 3. How to increase conversions
In step 1, you defined your top tasks—what web visitors want to do, and what’s important to your business.
But how do you get people to take action to explore your site? Rather than turn around and click away?
Take away distractions, boost visitor’s confidence, and entice them with your offer:
- Have a clear information hierarchy—web visitors should know at a glance what’s most important on your home page
- Make clear why people should click through—what will they find when they click through? And how will you help them? Explain benefits, not just features.
- Establish your credibility with logos or testimonials
- Keep your design clean because simple designs are more beautiful and boost conversions
- Avoid too many clever touches—creativity is great (of course!), but don’t be so creative visitors get confused
- Ensure your images are visually appealing and support your goals—have you noted on my new home page how I look at the call to action? And how my elbow points the same way?
We can tinker forever
Websites are never finished.
Design trends change. Our business evolves.
And we grow older.
Don’t let your website go musty and moldy. Throw out the rubbish from time to time. And polish your site to give it a nice glow.
Then let it rest until your next Spring clean.
Recommended reading on writing web pages:
How to write a sparkling About page
9 simple tips for writing persuasive web content
Do these 3 website goofs make you lose business?
Henneke,
Thanks so much for the tip, I had never heard of Plugmatter but I’ll definitely check it out! Come to think of it, I do like the design elements on my Mommy Blogger Academy website, it’s actually my personal blog that’s just “meh” right now. Oh well. It’s a work in progress!
I’m so glad to be getting to know you!
Brittany
Plugmatter isn’t free, but quite inexpensive. If you consider buying it, use the code PLUG20OFF and you’ll get 20% discount 😉
Websites are never finished – it’s quite frustrating, but we have to live with imperfections!
Henneke,
This makes so much sense. I am LOVING your writing style! I have tweaked all my homepages to death, but they’re still not ideal. One of these days I’m going to get the party REALLY started! Little by little, I’ll get there. But I think your analogy really makes sense and helps clarify things.
Thank you!
Brittany
Your home page looks great! It’s a different approach than mine (with a stronger focus on reading blog posts), but it works fine, too. And it looks very professional!
The only thing you might want to consider is putting up a Feature Box to promote your free blog monetization course (you can use Plugmatter to create a feature box – no coding skills required).
Glad you’re enjoying your first visit here 🙂
Hey Henneke – thanks for mentioning my home page – glad you liked it. Really liking your new page.
Worth pointing out I think that although endless tinkering is a bad thing (and one of my very bad business habits) you’d be wise to update your site as your business changes.
In my case when I shifted from a focus on my live services to online products I ditched the boxes with my services from my home page. I also found that although for the first few years I was getting a lot of keyword rich searches to my home page – so I put my most recent blog posts there to give people content to chew on – over time google got smarter and started sending those folks to my inner blog pages. When my home page traffic became primarily visitors who were clicking from elsewhere on my site or who were coming because they’d had my site recommended; I removed the blog posts and focused completely on email signups.
So the ideal format of your home page depends a lot on who is coming to the page, where from, what they’re looking for when they come and, of course, what you’d ideally like them to do.
– Ian
Hey Ian – nice to meet 🙂
Yes, I agree with you about finding a balance between letting your site go mouldy and eternal tinkering. An annual Spring clean or so is a good idea.
I’m making a similar change from live services to online products, that’s why your home page was a good source of inspiration for me… but that doesn’t mean it’s right for everyone.
Thank you for stopping by!
PS Do you know we’re almost “neighbours”? I’m based in Lancashire.
Henneke,
Good points all around. I’m already re-thinking my “home” page. I would love to know if you have any information products that will help with this topic?
Mary
I think that’s a hint to develop a product? That’s an excellent idea 🙂
But I’m not sure whether it’ll be ready in time for you. Let me know if you need some quick help in the meantime?
Good to see you again 🙂
Hi Henneke,
Really enjoyed this post and I really like what you’ve done with your homepage. Simple, not too cluttered and very effective.
I want to change my home page as well and actually create a landing page/home page, rather than blog posts being the first thing you wee when you get to the site.
I plan to work on that during the holidays though when I’m taking time off. Some of the examples you showed, like LRK, that’s too corporate, I agree.
I like the other two though. Seems like I should be doing my research from now to find great examples to emulate. But the advice you offer is important, “When you review other websites, always consider whether they’re trying to achieve the same thing as you.” I’ll be taking that into serious consideration.
Question. Do you suggest hiring a designer to create the home page for you or if you have a bit of time, like I’ll have in December, use some landing page software to create it myself?
Great post once again.
Hope you have a great week.
– Andrew
Hi Andrew
If you can find a template that you like, then using software might be a lot cheaper (and possibly quicker).
I had quite specific ideas about how I wanted the page to look, so I didn’t look at software because I didn’t think out-of-the-box templates would fulfill my needs. But I didn’t spend a lot of time investigating. I have LeadPages, but they don’t allow me to use Google Web Fonts so that wasn’t an option (I also wanted to make sure my page didn’t look like just another LeadPage landing page.
Hope this helps! Thank you for stopping by 🙂
Hey Henneke,
Thanks for replying, it does help.
Just thought of another question. If memory serves me correctly, you had a feature box on your site before. I’ve heard from various people that’s a viable option as well as opposed to a landing page. I’m actually considering that as well.
Do you think a dedicated home page/landing page is overall better than a feature box? Or is it better to have the first page a reader sees NOT be your blog posts? And is this something I should test out?
– Andrew
Hi Andrew – it depends on the impression you’d like to make. Do you want to be seen as a blogger or as a business?
Boost Blog Traffic, for instance, is a good example of a home page for a blog with the large feature box and recent posts. My audience is more business-oriented than Boost Blog Traffic readers, so I wanted to show myself more a business rather than a blog.
I’ve not had a feature box on the home page – I’ve only used the mini-feature boxes at the top of the archive pages and all blog posts.
Hope this helps!
Hi Henneke,
Love your new home page! This is a timely article for me too. How did you know?
My question is what to put on the first page, the home page of a Blog?
I’ve been working on transferring my blog from blogspot to wordpress. I have an Etsy Shop and a Shop in our home. It seems like it should be easy to promote both on the blog; however, I’m thinking to focus on the services that I offer on the Etsy site and for my in home Shop rather than the specific products that I make/sell. I wanted the Blog to have a different focus and to also, share about my life as an accessory designer. So, my mental debate is to what to write about in my first post?
Hi Marti
Glad you like the home page!
What to write about in your first post? Think about who will be reading your post… and what could you do to help them? Will they be accessory designers hoping to make money from selling accessories, too? In this case, they might interested in tips on selling on Etsy.
Or are they people who’d like to learn how to make accessories for themselves? Then a tutorial about making one type of accessory would be great.
It really depends on who you’d like to target with your blog, and then provide information that’s valuable to them.
Thanks for the workable ideas. I’m looking for an audience that likes a variety in blog posts –
• like tips on accessories
•photos on travels-pets
•home decor accessories
•desserts
• how family times plays into it all
Perhaps that’s not the way to go. I’d like a targeted audience that is looking for tips on accessorizing outfits for their wedding, special events and celebrations and secondly, with an emphasis on accessories that are affordable and that can be worn again in their everyday life.
I’m in the startup stages with a new blog on WordPress – Life in Cresco … with a subheading of Accessory Designer | Mom | Traveler | Dessert Lover
Any suggestions you have that will bring hope and wonder to this endeavor?
I love your posts, especially your artwork.
It’s really difficult to advise you while knowing so little about your potential readers and your business.
I’d say the first list of topics is a little too varied – especially when you’re just starting out.. It’s easier to start a blog with a narrow focus and then expand later, so an initial focus on tips for accessorizing seems better.
Thanks, I’ll go with the narrower focus, Tips for Accessorizing.
My previous blog focused on products from my business and how these products could help the reader find the accessory for their wedding / special event.
I had very little traffic. So, I’m thinking if I combined dazzling interest from my life as an accessory designer in a small town along with the tips on Accessorizing my potential readers would increase.
Thanks for your suggestion.
Hi Henneke,
I love your new website! I really like that you put your picture out there, and the little voice message is so friendly and nice!
I miss a part though, that you are a writer, and this site is about writing. But I understand that you think visitors will know that you do something about writing.
And: don’t you want to insert one of your drawings to your About page / home page? It’s such an special side of you.
It’s great to see you and your site evolving Henneke 🙂
When I was recording the little voice message, I was thinking about you and wondering whether you’d be happy with my intonation 🙂
Your comment about me being a writer is excellent. We initially wanted to add something like “irreverent copywriter and marketer” (which I use on my about page & all author bios), but we couldn’t find the right location, so then decided that the snackable writing course would provide enough information and that was going to be the main headline anyway. Perhaps this is something we need to revisit again. Will think about it!
Yes, I wasn’t quite brave enough to include my drawings prominently… perhaps that’s a next step? Would even like to include Henrietta (the purple-haired girl in my drawings) in my logo some time, but my drawing style is still evolving so much at the moment, I’m a little nervous about this. Maybe the About page would be a good starting point. I like that idea!
Thank you so much for your thoughts and for stopping, Zsuzsa. Always good to see you!
How timely! I’ve been working on my home page for a few weeks now in preparation for my launch. We’ll see if what I did with it starts working now that the site’s up!
Congrats on launching your site, Bree. I’m so excited for you!
Love the new look, Henneke!
I also love your first take-away – “What do you want to tell people arriving on your home page? And what do visitors want to do?”
My first thought was, “They want to solve their problem, or have a desire fulfilled”.
I think that one thing you’re hinting at here is that you need to know what your potential subscribers’ desires, needs, pains and frustrations are. When you know that, you can make it easy for them to do something specific once they hit your homepage – like sign up for your email list.
So, my biggest takeaway was this:
Step 1: Know what your visitors want to do when they get to your homepage – why are they coming to your homepage in the first place? And what’s their next step?
Step 2: Figure out how to make it as easy as possible for them to take that next step.
Thanks for the great tips!
Yes, you’re absolutely right – you need to understand what brought people to your home page and how you can help them solve their problems. And then you can make it as easy as possible to take that next step (in my case: sign up for my free course; but of course this can be very different for different people).
Glad you love my new look! 😀
Thank you for stopping by, Jenna. I appreciate it.
Love the new home page Hanneke.
I used to think that the home page had to be the map to everything in the site. Very clear that it should be an introduction and a way to get readers to take that action, whatever it is.
Yes, in some cases (like e-commerce) different visitors want different things (some may need a new dress, while others are looking for a coat or shoes), so then you need more links, so people can get quickly to what they want. But for many other sites, it’s better to keep it simple and focus on a few top tasks.
Thank you for stopping by, Jessica. Glad you like the new home page! 🙂
Great article, Henneke! I think so many people can benefit from this — the home page is prime real estate that often gets wasted. 🙂
I also wanted to let you know that your books inspired me to change my niche from “personal development” (ugh, so vague!) to persuasion and copywriting. I love this stuff!
Sounds like you’re enjoying your change from personal development to persuasion & copywriting!
And yep, the home page is prime real estate – that’s why it often gets cluttered with too many options.
Thank you for stopping by, Vince. Nice to meet you 🙂
So excited to see the new home page, Henneke! Sending you an email now with some additional thoughts on it : )
Thank you, Steve. I appreciate it! 🙂
Love the new homepage Henneke! And congrats – those testimonials are pretty sweeeeeeet!
Yes, I was pretty pleased with the testimonials 🙂
Glad you love the new home page, Sonia!
Totally agree with Sonia here. The home page is stellar. As Samar said, I love how you added the little voice clip.
Your tips about ecommerce sites are also spot on. Feature your best categories, not everyone under the sun.
Thank you so much, Darren. Glad you like my little voice clip 🙂
Good to see you again!
Your post came at a magical time.
I woke up this morning at 5:00 a.m. excited at the prospect of getting started on the website for my new book. I walked downstairs and begin thinking about how my home page should look. And then, the same damned question pops into my head. Should my home page be a “Home” page or a “Landing” page?
I know that there’s a difference between the two types pages. A Landing page is simple and focused on one objective – getting the reader to take action and buy my book. It is free from sidebars, navigation menus, and anything else that will sidetrack the potential customer.
But I also think that I need a conventional Home page that allows the reader to access other parts of my website – my About, Products, Blog and Free Stuff pages.
I sit down at my computer confused and frustrated once again. What should my Home page be?
I open my email and there is your latest newsletter about home pages (freaky!). As usual, your post was entertaining and educational. But I’m still confused about what my home page should be. Should I have both a Landing page and a Home page?
I would appreciate your thoughts , Henneke.
Well slap me upside the head! Your website design gave me the answers to my questions.
Your home page, which is a landing page in disguise, gets the reader to take the action you want them to. Specifically, sign up for your snackable writing course. It promotes your books and the testimonials give you massive credibility. All good stuff.
But then, you allow the reader to explore the rest of your site by clicking the unobtrusive links at the bottom of the Home page. Hmm…why didn’t I think of that?
Now I can get back to work on my website. This was an hour that was well spent.
I agree with you – you could use the same format of home/landing page hybrid for a book site.
I’m so glad my blog post arrived at exactly the right time so you can get back to work on your website!
Thank you for stopping by. Always good to see you, Bill 🙂
Smart Henrietta 🙂 Look forward for the winter costume. I like the 3 websites review, that’s a brilliant explanation.
Henrietta is really proud that she’s featuring on the home page now! 😉
LOVE your new home page!
And thank you, I realise that part of what has been holding me back has been a lack of clarity about how to position myself, as a business or as a person. I so related to what you described. Sitting down right now to clarify my top tasks for my home page.
I was confused about this in the beginning, too. I thought I had to look like I was a “serious business”, and I didn’t think a one-woman business would look serious enough. How wrong!
It’s a cliché, but people do business with people. And it doesn’t matter that I don’t have a huge copywriting agency, it’s the quality of my work that counts.
Delighted to hear you love my new home page!
Loving the new homepage Henneke! And the name pronunciation cinches it 😀
I love how the new homepage doesn’t bombard with options. We get one as we scroll down. It’s simple, it’s eye-catching, it’s engaging. In short, it’s bloody brilliant!
I get asked so often how to pronounce my name, that I knew from the start I needed to include a pronunciation “guide” just like online dictionaries. 😀
Glad you like it! And good to see you again, Samar.
Great new design and your art greatly improved. The content is great as always. Congrats.
I’ve been sketching a lot recently, so it’s great to hear you’re noticing an improvement.
Thank you for stopping by, Lanber. I appreciate it. 😀
I like your happy face on the home page!
Thank you 😀