The homepage has three jobs at once: to say, within seconds, what the company does and for whom, to direct the visitor to the part of the website they are looking for, and to build trust. It should not be a list of everything the company knows how to do, because trying to show everything means nothing gets remembered. A proven structure begins with a clear statement of value and one primary call to action, continues with an overview of the main services or categories, adds proof in the form of testimonials, figures and client logos, and ends with contact details. It is important to know that a large share of visitors never reach the homepage at all – they land directly on a product or article from search, so investment in the other pages must not be neglected. Its performance should therefore be evaluated by the share of visitors who continue onward from it, not by the time spent on it.
See also: Value proposition, Visual hierarchy, Information architecture.
