Most Important Elements of a Homepage

Web design is less about visual appearance than it used to be. A visual aspect and appearance used to be the most important element of a website, but this has changed and today, SEO, functionality, user experience and content are equally important in web design as the design itself. This applies to all website pages, especially to the homepage because in most cases, it is the first page your potential customers will visit. For this reason, it is very important that your homepage successfully incorporates several crucial elements in order to be effective.


The value your business and services add to your potential customers’ business needs to be clearly presented and easy to find. Presenting this value on your homepage clearly can be achieved through content, but the way you sent your message in terms of visual elements, simple website layout and structure is as important as the content itself.

The visitors need to be able to understand what your company does and how it can help their business after reading a few sentences on your homepage, so it is very important to emphasise the most important information and make it eye-catching.

Intuitive navigation

A homepage needs to provide general information about your services, but it also needs to offer an easy-to-follow path that will take your visitors to the pages that offer more information and detail about your services. This can be achieved through an intuitive navigation menu, which is a roadmap to your website. What makes the navigation intuitive is simplicity and clearness – this is the best way to help your visitors find what they are looking for.

Calls to action

A call to action or CTA is an image, text or a button that prompts your visitors to take a specific action. With this in mind, CTAs are a great addition to the navigation because they also point the visitors towards the next step they will take when browsing your website. Similar to the navigation, CTAs need to be clear, simple, but effective and eye-catching as well.

Social Proof

Social proof is what helps your visitors see that other people use your services or follow your company and are happy about how you’ve helped their business. Knowing this, your potential customers will gain trust. Be it testimonials, case studies, reviews or even social media icons that will take your visitors to social media profiles, it is very important to use the elements that build trust on your homepage.

Effective content

Website content is what converts. No matter how beautifully designed your website is or what features it has, if the content is not clear, readable and effective, it will be difficult to follow and understand and your visitors won’t be able to relate to what you are saying. I have recently come across a great post on how to write effective website content, by Search Engine Journal.

Contact details

Contact details should be displayed on every page of your website, but the homepage is the most important one.  The purpose of contact details is to make it easy for the visitors to get in touch with you – not only via a Contact page but via every page of your website. Contact info can be placed in the header, footer or both.


A number of websites are starting to feature video on the homepage, and there is a good reason for it. Video enables you to tell your story and present it to your visitors without the same effort they might need to put into when reading the text. This greatly adds to visitor engagement, so no wonder videos are becoming increasingly popular these days. A good example of a website featuring a video is a Newcastle company, Forklift Solutions.

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