How do you make a good homepage?

 

Introduction

A perfect homepage focuses on informing the visitor quickly and effectively and prompting them to take action. It should be user-friendly, engaging and informative, with a clear focus on what the user needs and how the website can help them. By incorporating these elements, you ensure that the homepage is not only attractive, but also functional and puts the user at the center. Now the question is: how do you define the most important elements and how do you incorporate them into the homepage?

 

What makes a homepage so special?

Even if in practice most visitors come to a website via product pages and not via the homepage, it still remains the most important page in the page hierarchy. The homepage is not only the figurehead of a website, but also serves as a "contact point" for regular customers. The homepage also has the greatest link power, as it is the most frequently linked page on a website. These links can be internal links, but also backlinks from external sources.

On most websites, all subpages link back to the homepage, often through the logo or a special "Home" link in the menu. This further strengthens the link authority of the homepage. Backlinks from other sites are only helpful if the linking site is thematically related to your own site. Purchased backlinks, for example, can have a negative effect on SEO (Search Engine Optimization).

In summary, it can be said that the homepage serves as the entry point and business card of a website. It is also usually closely linked to the brand identity. Users searching for a brand usually land on the homepage first, which further increases its visibility and link power.

 

Examples from practice

 

1. Otto.de

Most of the homepage is taken up by offers for various products, especially at the top of the page. The category overview and an offer of the week are placed further down. This is intended to encourage users to scroll down the page, especially those visitors who come to the site regularly. Search engine optimized texts are located at the bottom, but these are difficult to read and increasingly less relevant for Google.

2. Limango.de

An online outlet store that is known for heavy discounts on well-known brand items. All products are advertised with heavy discounts on the homepage and in the store. However, there are also classic category pages and brand stores.

3. Zalando.de

Here, too, the homepage mainly advertises various products at reduced prices, which are organized by category as well as by brand.

 

4. Arlt.com

It is immediately clear to the user that this is a computer and accessories retailer. Apart from a wide variety of offers, there are also prominently presented trust elements: Workshop, service offer, individual advice for customized PCs, etc. This is intended to inspire confidence in the user ("We are here for you").

 

5. Reichelt.de

A specialist shop for electronic components that is easy to recognize as such. In addition to many offers, there are also knowledge elements on the homepage, such as specialist literature and links to DIY instructions.

6. Rebuy.de

Here too, the "Above the Folder" area (visible area on a homepage) offers items that are second-hand goods. The site operator advertises on the homepage with a guarantee of up to three years, thus creating a relationship of trust with the user. There is also an area in which Rebuy's business concept is combined with a promise of quality.

7. Thomann.de

Europe's market leader for musical instruments, PA and accessories. One of the recognized best online stores. The different categories are clearly visible on the homepage, all of them related to the main theme of music. There is also no lack of trust elements (30-day money back, 3-year guarantee, etc.). Further down the page are offers and popular brands, which take you directly to the brand stores. The search engine optimization is very well done: a news and blog area are very inviting and ensure high visitor numbers on the homepage.

 

The homepage is the most important page of an online presence. It is the company's shop window and should be updated regularly to give customers a reason to visit the site regularly!

 

Storytelling as a concept for a homepage

How can I make it so interesting for the user that they follow me, visit my website regularly and become my customer? One variant of storytelling is called a brand story.

 

This consists of 7 steps

 

1. Character definition

The customer is the hero of the story, not the retailer! What motivates the customer? Who does he want to be?  Example: A user sees himself as an athlete, so he needs the right equipment. He gets it from Nike. However, Nike doesn't sell him the shoes, but the feeling of being a real sportsman: here, take the shoes. Just do it!

 

2. Definition of the problem to be solved by the retailer

How do I solve my customers' problems? Is it an internal problem (I put myself under pressure, I want to achieve something), an external problem (pressure from outside) or a philosophical problem (it can't be that...). The user is looking for a suitable solution for every type of problem.

 

3. Guide

You, the retailer, show the customer how to solve the problem. The customer is the hero, you are their guide, you have the expertise. To stay with the previous example: Your consultant is an athlete himself and knows his stuff (empathy), the expert knowledge manifested on your site is underpinned by customer reviews (authority/expertise). Customer reviews create trust and are one of the most important ways of persuading a prospective customer to make a purchase in your online store.

 

4. Plan

Agreement plan as you allay the customer's fears by turning them into a promise. For example, through an exchange/guarantee promise, service, free shipping, etc.  Process plan: always have the customer's perspective in mind and keep the order or other processes simple and explain them clearly. Example: Ski service in a sports retailer. The customer should be given a clear explanation of the process plan for this service (make an appointment - determine scope of service - deliver skis - pick up finished skis).

 

5. Call to Action (CTA)

At this point, the user has already gained trust in your company and is ideally ready to respond to a CTA. This can lead directly to the purchase of a product (direct CTA) or the user still needs a little information before the impending purchase and still needs some convincing (transactional CTA).

 

6. Error avoidance

The customer is led to believe that your product is the only solution to their problem, not only saving them future trouble, but also allowing them to derive additional benefits. Artificial scarcity is a marketing tool that can be used here. You should be careful not to stir up fear, but to build up additional trust.

 

7. Show success

You formulate a promise, e.g.: with us you get a premium product of the best quality at a fair price.