(originally published in The Jerusalem Post, November 2003)

A Home Page that Works

Most people surfing the Internet don't read carefully; they scan and click. Once you've attracted a visitor to your home page, you have just seconds to help him decide where to click next: deeper into your site -- or away to a different site.

Previous articles have discussed methods of targeting your desired audience and making your Web site credible. Today the focus is on enabling your site to work for your company or organization. It should get tangible results. A generic "online presence" simply doesn't cut it anymore.

In order to create a hard-working site, follow these three steps:

1. Define its primary purpose
2. Offer a clear call to action
3. Eliminate any element that distracts from the primary purpose or the call to action

These steps should have a direct effect on every aspect of your site -- and should be immediately evident on the home page.

Define the primary purpose of your site. Do you want to open a channel of communications that will lead to a business relationship? Attract customers or clients to a physical location? Offer a public service or in-depth information? Solicit donations to a charity? Sell products online? These are just some of the goals Web sites can have. Be very specific about what you're trying to achieve.

Offer a clear call to action. Each of the purposes mentioned above requires tailoring a different approach. Too many sites present some boilerplate text and photos, but don't actually tell visitors what action they want them to take. As soon as visitors stop and wonder where to go or what to do, you've already lost them.

For example, if you want site visitors to come to a bricks-and-mortar store or office, prominently display your business hours, address, phone number, and, ideally, a map on the home page. Say, "Visit us!" If you want them to sign up for a newsletter, with the intention of forging an ongoing relationship, offer the sign-up on the home page with words like: "Sign up for our newsletter!" For an e-commerce site, feature a few key products on the Home page and make the "shopping cart" obvious. Alongside each product have links to "Buy now" and "View catalog."

A certain degree of redundancy helps. The call to action should be offered in the main menu, within the text, and at the bottom of the page. And don't forget to keep offering it on the inner site pages as well.

Eliminate distractions. Anything that doesn't help, hurts. Each visual and textual element should support the call to action and reinforce the purpose of the site. For example, a multimedia designer's online portfolio can certainly feature an exquisite Flash movie on the home page; it demonstrates artistic abilities, serving the primary purpose of the site. But if a site markets wholesale automotive supplies, subjecting visitors to a 30-second splash page featuring swirling versions of the company logo is not useful -- and therefore harmful. Much more effective would be a clean, clear index of the products available, with instructions on how to order them and perhaps testimonials from satisfied customers. Visual effects should not obscure these features. If they do -- get rid of them.

Try to view your site from your target audience's perspective. Offer the services your customers want -- and then make sure they're easily obtainable. Your visitors will thank you!

Resources:

• "How to write a persuasive home page that gets results"
• "Your Web Site As a Narrative Device, Part 2: Call to Action"
• "10 Ways To Make Your Web Site Work Harder For You"

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