12 Essential Elements Every Homepage Should Have

Aug 29, 2017 | CREATIVE TIPS & TOOLS

You never get a second chance to make a first impression which is why your homepage is undoubtedly one of the most important pages on your website (updated in 2019).

Because it commonly gets the bulk of site traffic, it’s crucial for the homepage to convert as much of that traffic as possible in leads ­and, eventually, customers.

Want to optimize the conversion rate of your homepage?

Here are 12 key elements every great homepage should include:


1. Headline

Within 3 seconds, a website needs to tell visitors what the site has to offer. Keep your headline clear and simple– no fluff.

2. Sub-­headline

Your sub-headline should offer a brief description of what you do/offer. Focus on a point of interest to your target audience. Avoid jargon, and don’t just talk about yourself… make it about your customer.

3. Clear Call-to-­Action

Make sure your primary goal or call-to-action is clearly placed in the first section of your website “above the fold” – or, in the area visible prior to the first scroll.

4. Emotionally Engaging Image or Video

Most people are visual.Use an image– or better yet, a video– that clearly indicates what you offer. Use images that capture emotion and cause action, and avoid cheesy stock photos.

5. Benefits

It’s not only important to describe what you do, but also why it matters. Prospects want to know about the benefits of buying from you. Keep the copy lightweight and easy to read, and speak the language of your customers.

6. Social Proof

Social proof is a powerful indicator of trust. Include just a few of your best (short) customer quotes on the homepage, and link to case studies if applicable. Adding a name and photo gives these testimonials more credibility. If you’re able to include reviews or logos of your top clients, do so!

7. Navigation

To decrease bounce rate, give your visitors a clear path into your site from the homepage. Make sure your navigation is visible at the top of the page, and make it simple and easy to find what they’re looking for. Reduce top-level choices to between 5-7 (less is more) to decrease confusion.

8. Secondary Calls­-to-­Action

Secondary CTAs should be included to offer additional conversion opportunities for prospects who aren’t interested in your primary objective. While your primary CTAs should be above the fold, place secondary CTAs below the fold to give visitors things to click on when they scroll down.

9. Content Offer

Not sure about what to create for a secondary call to action? Create content. To generate even more leads from your homepage, feature a really great content offer such as a whitepaper, ebook, cheat sheet or quiz that you give away for free in exchange for your web visitor’s email address.

10. Features

In addition to benefits, list some of your key features. This gives people more of an understanding of what’s provided by your products and services. Again, keep the copy light and easy to read.

11. Deadlines/Sense of Urgency

If you’re able to create a sense of urgency, do so. This can be creating application deadlines, limited-time offers, or limited supply promotions to drive action.

12. Trust Indicators

In addition to customer success stories, awards and recognitions can also help inspire a good first impression and build credibility. Another example of building trust could be including a money-back guarantee, customer service contact information and security logos to build trust with your website visitors.

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Jaclyn Hawtin

Jaclyn Hawtin

Senior Data Architect

Over a decade of experience in product management, devops, startups, and agile methodologies. Track record of simplifying complex technical processes for cross-functional teams. Proficient in user centered design, UX, IX, UI, IA, user research and data analytics for responsive web, mobile and tablet applications. Incredibly adaptable, fluent with both people and machines.
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