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    Home » Digital Marketing
    Digital Marketing

    14 critical elements I think every website homepage should have

    YGLukBy YGLukSeptember 19, 2025No Comments14 Mins Read
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    As somebody who’s spent the previous few years constructing web sites and serving to companies fine-tune their digital presence, I’ve seen firsthand how missed the homepage could be. But, it’s probably the most visited web page in your whole web site. The digital entrance door that welcomes (or turns away) the vast majority of your site visitors.

    Loads of companies wrestle right here as a result of they deal with the homepage like a one-size-fits-all touchdown web page. However your homepage has a a lot greater job to do. It must information guests from all completely different backgrounds, pursuits, and site visitors sources to the following greatest step.

    Which means it must be designed with intention, not guesswork.

    Once I work on web sites, and what to placed on the homepage particularly, I all the time take a look at three non-negotiables:

    • Does it entice and hook guests shortly?
    • Does it educate them on who you’re and what you supply?
    • Does it information them towards taking motion (with out being pushy)?

    That’s the method for a homepage that performs. If you happen to’re severe about making your homepage work tougher for you, be certain that the next must-have components are in place.

    What You Ought to Embrace in Your Web site Homepage Design

    1. Headline

    On common, customers normally scan web sites within 15 seconds. That’s such a small window to inform guests what your enterprise has to supply. That’s why I all the time decide to put the headline, sub-headline, and a transparent CTA proper within the hero part — it’s prime actual property to get your message throughout quick. Your headline could solely be a couple of phrases, nevertheless it’s some of the necessary items of copy in your web site.

    Once I’m engaged on web site initiatives, I’ve realized that making an attempt to please everybody with a single headline is a dropping recreation. Your homepage will entice a variety of tourists with completely different backgrounds, wants, and ranges of consciousness. However the fact is, your headline solely must resonate with the third of your viewers that’s probably to like what you supply. These are the folks you wish to join with straight away.

    That’s why I all the time intention for readability over cleverness.

    A headline must be easy, direct, and immediately inform guests what’s in it for them. One in all my favourite examples is Dropbox’s homepage headline: “Discover something. Defend all the pieces.” There’s no fluff, no jargon. You don’t should suppose twice about what Dropbox does. That sort of readability is what retains folks in your website.

    Through the years, I’ve seen too many companies overthink their headlines — making an attempt to sound modern or daring — when what actually works is being clear and human. A well-written headline can do extra heavy lifting than a complete paragraph of selling copy if you happen to maintain it targeted on the customer’s wants.

    what to put on a homepage of a website, example from dropbox homepage

    Source

    Professional tip: A method I simplify this course of for myself and my shoppers is by utilizing HubSpot’s free drag-and-drop website builder. It’s a user-friendly software that permits you to construct a homepage that adapts to your viewers’s wants, no code required. I prefer it as a result of it offers me management over format and circulate, whereas nonetheless leaving room to optimize as site visitors behaviors change.

    2. Sub-headline

    Your sub-headline is the place you get so as to add just a little context to your headline. Consider it as the short follow-up that explains what you truly do. It’s not the place to be imprecise or overthink it.

    One of the simplest ways to make it land is by calling out an issue your viewers is coping with and exhibiting the way you remedy it.

    One model that does this effectively is Slack. Their headline says, “The place Work Occurs,” which is broad, however their sub-headline will get particular: “Convey your folks, initiatives, apps, and AI brokers collectively.” In only a few phrases, they’ve described precisely what they provide and why it issues to busy groups. The video of the Slack app getting used additionally provides to the readability of what their product truly gives and the way it works.

    Once I’m engaged on web sites, I all the time suggest utilizing this house to handle an actual ache level. Don’t simply checklist a function, clarify the way it makes life simpler in your customers. That’s the way you flip a headline and sub-headline into a robust combo.

    what to put on a homepage of a website, slack homepage

    Source

    3. Main Calls-to-Motion

    The very first thing I take into consideration earlier than I dive into web site constructing is what I need the customers to do. What motion do I would like them to take? That’s the place easy, easy-to-find calls-to-action (CTAs) are available.

    I like to recommend having at the very least two to a few CTAs above the fold, main guests to completely different elements of the shopping for journey. Personally, I prefer to at the very least place one within the header and one other within the hero part. Some people is likely to be prepared to enroll at present, whereas others are simply looking. Your CTAs ought to meet them the place they’re — and they should stand out.

    A great instance of this in motion is Afterschool HQ’s web site. Proper within the header, they’ve a CTA geared towards program administrators seeking to promote their after-school actions that claims “Get Began.” In the event that they miss the button within the header, they’ve the identical one within the hero part beneath their sub-headline.

    what to put on a homepage of a website, example from afterschool hq

    Source

    Professional ideas:

    • I all the time advise shoppers to make use of a contrasting coloration for CTAs. That merely means choosing a coloration that pops towards your homepage background however nonetheless feels prefer it belongs in your model palette. For instance, in case your web site has a tender, impartial coloration scheme — suppose whites and lightweight grays — a daring navy blue or vibrant coral button will naturally draw the attention. The hot button is stability: It ought to seize consideration with out clashing.
    • Hold the CTA textual content easy. I’m speaking 5 phrases or much less. Brief, action-oriented phrases like “Get Began,” “E-book a Demo,” or “Strive It Free” do the trick. Don’t make folks suppose too laborious about what occurs subsequent.

    4. Supporting Picture

    Most people are visual. Ensure to make use of a picture (or perhaps a brief video) that clearly signifies what you supply. Use photographs or movies that seize emotion, drive motion, and visually inform the story you’re writing about.

    To optimize your photographs for cellular customers, use high-quality photographs which have a lowered file dimension. (HubSpot prospects don‘t want to fret about this, as photographs uploaded to HubSpot’s software program are routinely compressed. In any other case, instruments like Tinify will do the trick.)

    Additionally, all the time add alt textual content to your photographs to make them extra accessible to guests who use display screen readers and to take your search engine optimization efforts up a notch.

    The Smith & Wollensky homepage is a good instance of emotional imagery: It encompasses a collection of brief, high-definition, and mouthwatering movies that play on a loop behind a easy headline.

    what to put on a homepage of a website, example from smith & wollensky

    Source

    5. Advantages

    Stating what you do shouldn’t be sufficient. I’m an enormous advocate for exhibiting what you do as effectively. Your viewers cares about how your product helps them, and that’s what retains them .

    Hold your message gentle, clear, and of their language. Evernote is certainly one of my favourite examples of this. On their homepage, they present their advantages in a manner that’s straightforward to learn and good to have a look at.

    what to put on a homepage of a website, evernote example

    Source

    6. Social Proof

    Social proof is a robust indicator of belief. Your services or products might be the very best on the earth, and it‘s okay to put that declare — it’s simply that folks could not consider you until they hear it from different folks, too. And that is precisely what social proof does.

    Embrace only a few of your greatest (brief) quotes on the homepage, and hyperlink to case research if relevant. Including a reputation and photograph offers these testimonials extra credibility.

    OptinMonster nails this on their homepage with glowing testimonials from precise shoppers. Most native companies and items thrive on social proof. So, whether or not you are engaged on an orthodontics website design or an area bakery, be certain that to incorporate testimonials and critiques if out there.

    what to put on a homepage of a website, optinmonster example of social proof on homepage

    Source

    7. Navigation

    The design and content material in your homepage navigation might imply the distinction between an internet site conversion and a bounce. If you wish to keep your bounce rate low, you’ve obtained to provide guests an apparent, easy-to-follow path to wherever they should go — beginning proper out of your homepage.

    So, maintain your navigation menu seen on the high, and lay out your hyperlinks in a manner that naturally guides folks by way of your content material, from crucial pages on down.

    You and your workforce know your web site in and out, however your guests don’t. That’s why it’s necessary to run user tests to see if navigating your website feels as clean and intuitive to them because it does to you. If you happen to can, add a search bar to make it even simpler for people to search out precisely what they’re searching for.

    One in all my favourite examples of straightforward navigation is Slim & Husky’s Pizza Beeria. Their homepage navigation is clearly structured, conserving guests shifting in the proper route.

    what to put on a homepage of a website, examples from slim & huskys

    Source

    8. Content material Supply

    To generate much more leads out of your homepage, function a very nice content material supply, akin to a whitepaper, book, or information. Of us who is probably not prepared to purchase may fairly obtain a proposal that provides them extra details about a subject they’re taken with.

    If you happen to want inspiration, here are several different content types to pick from.

    9. Secondary Calls-to-Motion

    Right here’s the factor: Not everybody who lands in your homepage goes to be able to commit straight into your primary supply. That’s why having secondary CTAs is so necessary. They’re like your security internet, giving guests who want just a little extra time (or a lower-commitment choice) one other method to join with you.

    Whereas your major calls-to-action must be entrance and middle above the fold, these secondary CTAs belong additional down the web page.

    As folks scroll, you wish to maintain giving them causes to remain engaged. An incredible instance of that is Spanx’s homepage. When you scroll previous the highest part, you’ll spot three clear CTAs ready for you. Whether or not it’s grabbing $20 off or hitting “Store Now” to browse the catalog, these secondary actions give guests extra paths to transform once they’re prepared.

    what to put on a homepage of a website, example from spanx

    Source

    10. Options

    Along with advantages, checklist a few of your key options. This provides folks extra of an understanding of what is supplied by your services and products. Once more, maintain the copy gentle and straightforward to learn.

    Dropbox for Business, for instance, does not shrink back from exhibiting off a options matrix proper on their homepage under the fold.

    what to put on a homepage of a website, dropbox example

    Source

    11. Assets

    One in all my signature web site components is having a resourceful footer. It’s because most individuals aren’t going to be prepared to purchase on the spot. They’re nonetheless in analysis mode, making an attempt to determine if what you supply is the proper match.

    That’s why it’s good to provide them an area the place they will discover and be taught extra, like a useful resource middle or information hub. It not solely retains them engaged and in your website longer, nevertheless it additionally positions you because the go-to skilled in your house.

    Take Lovesac, for instance. They’ve added a useful resource hyperlink within the footer, under the fold, that reiterates all of their fantastic choices.

    Their secondary CTAs are thoughtfully designed to catch guests at completely different phases of their shopping for journey. There’s a bank card hyperlink for people able to make a purchase order, a material swatch information for these nonetheless deciding on colours, and a web-based catalog for customers who’re looking however not fairly able to commit. Each offers guests a purpose to remain linked and transfer nearer to a purchase order when they’re prepared.

    what to put on a homepage of a website, example from lovesac

    Source

    12. Success Indicators

    Together with buyer success tales, awards and recognitions are nice for making a robust first impression. Is your restaurant critically acclaimed? Did your app win greatest new product this yr? Spotlight these wins in your homepage. Identical to social proof, showcasing achievements builds belief and provides credibility for guests who’re new to your model.

    On Calendly’s homepage, for instance, you may discover the names of well-known organizations which have acknowledged them, like Gartner and Dropbox.

    what to put on a homepage of a website, example from calendly

    Source

    13. Search Bar

    In case your web site is content-heavy, including a search bar could also be extraordinarily useful in your customers, particularly if you happen to’re a web-based retailer with a whole lot of merchandise, a weblog library, or a useful resource hub.

    Guests who already know what they’re searching for don’t wish to undergo layers of navigation menus. A easy, seen search bar offers them a direct shortcut to search out precisely what they want, quick.

    Bear in mind this: The extra content material you’ve got, the tougher it turns into for folks to flick through classes and filters. A search bar solves that by letting customers sort in precisely what they’re searching for. It’s an underrated software that retains guests engaged and prevents them from bouncing out of frustration. Websites like Amazon and Nike wouldn’t be useful with out it — and in case your website has a big stock or content material library, you’ll wish to comply with their lead.

    Even on smaller web sites, a search bar can add worth when you have a number of service pages, case research, or weblog articles. It’s all about lowering friction and ensuring folks don’t should work laborious to search out what they got here for.

    what to put on a homepage of a website, example from nike

    Source

    14. Contact Us

    Your “Contact Us” choices shouldn’t be hidden away in some forgotten nook of your web site. It deserves a spot proper in your homepage. Why? As a result of when a customer is able to attain out, you wish to make that subsequent step as frictionless as potential. Whether or not they have a query, want a quote, or just wish to join, giving them a direct line to you upfront builds belief and exhibits you’re approachable. Plus, it’s a key touchpoint that may flip informal browsers into actual leads — so why make them dig for it?

    Now, if you happen to’re working with a minimalist design or don’t wish to dedicate a full web page or part to contact information, no drawback. You possibly can maintain your format clear by utilizing a strategically positioned “Contact” button that triggers a hidden modal. When clicked, this modal can pop up with a easy contact type or contact particulars, giving guests a distraction-free method to attain out with out cluttering the primary web page.

    It’s a glossy method to maintain your design tight whereas making certain folks know precisely find out how to get in contact with you. Try this weblog filled with nice “Contact Us” examples.

    A Homepage Price Visiting

    Your homepage is your model’s first impression — it units the tone earlier than you even get an opportunity to make a pitch. Guests decide what you do, why it ought to matter to them, and the way your services or products could make their life simpler. That first impression occurs quick, and your homepage must pop to maintain them .

    By weaving within the components we’ve talked about — clear CTAs, robust headlines, user-friendly navigation, and a design that guides guests down the funnel, you’re constructing a path to conversion.

    Editor’s Notice: This submit was initially printed in January 2012 and has been up to date for freshness, accuracy, and comprehensiveness.



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