No matter what your websites purpose the home page will always have the same basic requirements.

The thing to remember when deciding what you want on your homepage is that it may be the first point of contact your client has with you. For this reason you need to make the best first impression possible.

1-Have a clear message – Have a clear message that your user can see within seconds. If the user cannot see your message quickly then there is a high probability that they will leave and go elsewhere. Clear, concise headlines which are jargon free and include a message about what you can do for the user will help to keep their interest,  the longer the user spends on your site the more likely they are to use your services. An effective way to get across more than one message is to include a scrolling banner each with a different message, but remember to keep things simple, clean and clear if you choose this option.

Punchy household headlines/slogans include…

KFC – “Finger Lickin’ Good”

Nike – “Just Do It”

Gillette – “The best a man can get”

Some examples of websites with strong user grabbing headlines  –


Paypal –

Air B and B

2- Eye Catching Info Graphics – This should be relevant to the message you are trying to put across and the services you offer. Info graphics include videos and images. Be inventive and think outside of the box but don’t be too quirky that your users struggle to see the connection.


3 – Calls to Action (CTA) – These can be primary (on the initial screen the user will see) or secondary (further down the page, when the user has scrolled down). The point of a CTA is to either direct/funnel a customer to a new part of the website or to lead them to a decision. CTAs can be anything from clicking a button, filling in a form to making an online purchase.

4 – Testimonials – Reviews from previous clients help to build up your credibility. Adding information to these testimonials in the form of names, a picture and a link to either a website or case studies will build belief in your product further. Remember to update your testimonials regularly, otherwise you site may appear stagnant which will put clients off.

5 – Affective Usability – Funneling your clients to what they are looking for quickly and without friction will increase productivity. Users will be more likely to return to your site and recommend it to others if it is easy to navigate and achieve their objective. This can be achieved by having a concise navigation in clear view. Other means which help your user get around the site are also a good idea, for example adding a ghost button that scrolls back to the top of the page is a blessing when I am on a long site shopping for shoes!

6 List the benefits for them – Why should they use you? Tell them… List some of your key features, what you can offer them, how you will help them achieve their goals and why helping them achieve their goals is important to you are all good points to include in this area. These points will help them view your business as more relatable and personable. Harvard Business School professor Gerald Zaltman says that 95% of our purchase decisions take place unconsciously. The conscious mind finds ways to justify these decisions after we have made them. The head is led by emotion even if we don’t realise or admit it to ourselves.


Hopefully these points will make things easier for your users and increase conversion rates for your business.

A win win situation.

If you don’t have all of these points then reviewing your website and considering how they can be added will be of help, if you do have them then a review of them won’t do any harm. URTeam will happily review any site and offer feedback of how we feel you can improve the experience for your client and increase business for you.