Are you looking for ways to improve your website homepage? Would you like to convert more first-time visitors into leads and enquiries?

LeadForest share their anatomy to a high-converting web page in the infographic below.

They break things down as follows:

  • Headline
  • Content
  • Call to action
  • Colour scheme
  • Images and other media
  • Social proof
  • Navigation
  • Forms
  • Testing

Check out their infographic for more detail.

Web design from £99 CTA Banner

Homepage Design Tips: The Anatomy of a High-Converting Website Homepage [Infographic]

When someone visits your homepage, they are judging you instantly. They are forming opinions about your company’s professionalism, credibility, and trustworthiness based on the design of your homepage alone.

If you want to create the best first impression possible, you need to make sure your homepage looks great before sharing it with the world.

This guide will show you how to take advantage of every available space while still telling visitors everything they need to know about your company in an easy-to-understand way that converts visitors into leads and leads into sales.

Think of a click-worthy headline

While you’re working on your perfect headline, don’t let it turn into an afterthought. Research suggests that headlines are probably more important than body copy (they account for 55% of our reading time, compared to 30% for body copy).

With that in mind, take some time to brainstorm compelling headlines that will compel site visitors to click through. To get started, ask yourself questions like these:

  • What do I want my potential customers to feel?
  • What do I want them to think?
  • What action would I like them to take?
  • Would they benefit from contacting me directly?
  • If so, what should they expect when they contact me?

Use these questions as guidance while brainstorming options.

Keep in mind that you should test your headlines, so you have more data to work with. As long as you follow general headline best practices, you can experiment with many variations to see which one converts best.

Create benefits focused content

More conversions come from benefit focused content than product focused content. Users want to know why they should buy your product and not another one like it. They want information that can help them make their decision and give them confidence in what they’re doing.

So how do you create content that focuses on benefits?

By creating content that addresses customers’ concerns and pain points, you get directly to why your customers need what you’re selling. This creates more trust and makes readers feel compelled to take action when reading your copy.

Focusing on customer needs also provides a friendly tone throughout your copy that encourages readers to keep going through your landing page or viewing all of your website pages.

Pick an actionable call to action

The most important element on your homepage is also one of your most difficult decisions—what do you want visitors to do?

For example, if you’re an online clothing store, you might think make a purchase. But there are other options. Letting them sign up for your newsletter could introduce them to new products and sales, as well as give you information about what kinds of promotions they’d like to see in the future.

Or perhaps they just need some help choosing something new; after all, it takes effort and time before buyers become repeat customers. They could download a product brochure or contact customer service with any questions or concerns they have about fit and material and order preferences and so forth.

Choose the right colour scheme

When it comes to your website’s design, colour is one of those visual elements that can make or break its overall success. In fact, according to a study by Poynton, as much as 90% of information transmitted to our brains through our eyes is based on colour.

With that in mind, you should carefully consider how different colours affect visitor attention and purchasing intent—and then choose those which complement your products and services best.

Ask yourself these questions before finalising your colour scheme:

  • Which colors are associated with my industry?
  • Is there any scientific evidence behind color being an important factor for conversions?
  • How many clicks do I want visitors to have to take from their landing page to my conversion goal?
  • Do certain colors have positive emotional associations for specific audiences?
  • How does each color perform against competing brands in my market?

Include images and other multimedia

So long as they’re relevant to your message, don’t be afraid to add images and videos. Eye-catching visuals can make your copy easier to read and boost engagement. Include captions with every image, and consider creating a video for each post.

Video headlines typically perform 2x better than their non-video counterparts, in terms of clickthrough rates. Create high-quality content that matters to readers.

Great content should…be remarkable. It has to stand out from all other offers out there.

Display social proof and other trust signals

Customers are 65% more likely to convert on your homepage when it features social proof. They’re also more likely to follow through with a purchase when they feel like other people will benefit from their decision.

To use social proof in your design, add customer quotes and reviews to your home page, and showcase how many customers you have or how many people engage with your business each month.

Other trust signals can include security badges (like VeriSign), local certificates, A+ ratings, etc.

Incorporate credible testimonials

Testimonials are crucial to selling any product or service, and your homepage is no exception. Incorporating testimonials (video, if possible) on your homepage not only reinforces your brand but also gives prospective customers something real to hold onto.

Additionally, incorporating different types of testimonials (short quotes vs. video quotes) can make an impact on which you choose for your homepage.

Varying how you incorporate them will help break up any monotony that might exist on your homepage.

Keep navigational links to the minimum

Navigational links can be distracting to users, making them feel like they’re trapped in an endless labyrinth of pages. Instead, limit navigational links to as best you can so that you don’t dilute their significance.

You can then use these links to link back to higher levels within your site or provide additional information on related topics. It’s much easier for readers to process when they have fewer links to focus on.

Ensure your form fields are short

Shorter form fields are not only easier to fill out, but they also reduce drop off rates—meaning more potential customers make it through your checkout process.

Be sure to include one (1) required field (e.g., email address), and don’t make any other fields mandatory, even if you think it will increase conversion rates.

Place your lead generation form above the fold

A question frequently asked by new website owners is, Where should I place my lead generation form on my website? For most people, the answer is simple: above the fold.

When you create your landing page, ensure that it’s high up on your website so that visitors can see it without having to scroll down. That way, they won’t be tempted to leave your site before clicking through to learn more about your product or service.

Make use of A/B testing

One of your first steps should be to set up A/B testing on your homepage, product pages, and signup forms. This means running two sets of these page variations—one as is, and one with tweaks you’re considering—and comparing which performed better.

For example, some landing pages have seen their conversion rates increase by 10 percent or more just by making subtle adjustments to their button colors or background images.