Running a website requires a lot of research, SEO, advertising, and analytical research to be successful. After all, there are nearly two billion websites and most topics have tens of thousands of options to choose from.
To say that getting someone to click on a website is a success is oftentimes an understatement. However, getting a click is only half the battle and isn’t nearly as important as retention.
Getting someone to stay on a website plays into SEO ranking. The retention rate, or rate that someone either visits a page or clicks on another link within the page, is key for search engines like Google to know where to rank a page. A website with a high retention rate will appear much higher than one that tends to have one time viewers who never return.
Homepages are the first thing visitors see, and we all know that despite the phrase “never judge a book by its cover,” that’s exactly what happens when visiting a website. If the information and design isn’t up to par (or better) then visitors will click out and never return within seconds.
There is no perfect homepage, but here are three tips to keep in mind when designing one.
1. Pictures and Text
Having some kind of photo that is inviting and relatable is key. If looking for an attorney for example, the last thing someone wants is to see a bunch of text with a gavel in the background, it’s just too boring.
Show a picture of the attorneys and have some bold text that gives a direct message like, “Have you been hurt? If we don’t win, you don’t pay.”
Of course, there needs to be additional information as well, but a nice photo and quick catchphrase will grab a reader’s attention and will likely lead to them reading more about what’s being offered.
A good example of this is Rosenthal Levy. Notice how there is a clear phrase, “fighting for the injured since 1985,” with a picture of the attorneys. This gives a face to the name, as well as credibility with their nearly 40 years of experience.
Someone looking for an attorney would likely continue to read more and see they’ve got a bunch of awards and a clear description of what they offer.
2. Mobile Optimization
Nothing screams “red flag” more than being on a phone and clicking on a link, just to realize that the website clearly was not created for mobile. Approximately 68% of all website views are now online, meaning that arguably, it is more important to have a good mobile page than a desktop page.
Most of the time on a website editor, there’s an option to view the page as if it were on a phone. For some reason, many are reluctant to use this tool. Perhaps because it means more time spent rearranging.
One thing to remember, however, is that SEO matters and having 68% of the page views automatically turn to nothing is a website killer.
3. Color Scheme
Color on a website is probably the most important aspect to keeping the attention of a viewer. No matter how good a picture may be or what the text may say, some colors just will never work.
For example, neon pink likely would not be effective in a doctors office. A very light gray with a lot of whitespace wouldn’t do well for a trampoline park. The list can go on and on.
Researching color schemes and understanding what different colors do for the senses can be a huge gamechanger. It is no coincidence that most food companies example incorporate red into their colors – Wendy’s, McDonalds, Burger King, Chick Fil A, and Pizza Hut, just to name a few. Red is a color that makes people desire food.
Professional businesses such as doctors, attorneys, and government websites tend to use neutral colors with plenty of space. This is because these give the sense of security and peace, something that all these businesses are trying to sell.
Knowing which colors to use, when, and how to use them can help make your page one that keeps viewers engaged and more likely to take action.
