As the first page your visitors see, your home page is important. But not in the way you might think. Here are five myths about the home page—and a list of things not to do.
Myth #1: The home page should contain everything a visitor might possibly want to know.
It’s a temptation to make your home page a one-stop shop for your company and fill it up with a lot of design and content. But that is not a wise move. A study called “The Art of Choosing” found that when people are faced with many options, they’re less likely to choose anything at all than when they’re only given a few options. The same concept applies to your home page. When faced with all the things and all the links, visitors are more likely to leave your site (bounce) than they are to stay. Less is more.
Myth #2: The home page should be all about your company.
People are on my site because they want to hear about my company and see what we’re doing, right? Wrong. People are on your site for selfish reasons. They have a problem and they want to know what you can do to solve it. Your home page content—down to the first header—should speak to your visitors’ needs.
Myth #3: All your home page content should be “above the fold.”
I can’t stress enough how wrong this “above the fold” idea is. Yes, it’s important to capture your visitors’ attention, but plenty of studies have found they actually expect to scroll—and do! Cramming all your content at the top of your page is a poor design decision and limits your home page possibilities.
Myth #4: The home page should have lots of keywords and lots of copy.
It’s true that a standard practice used to be that all the keywords you wanted to target would go on the home page. And the more copy the better! But none of that is true anymore. Your home page should target one key phrase. If that one key phrase is your brand name, that’s okay because (remember) you aren’t filling your home page with all the things (see myth #1).
Myth #5: The home page is the most important page.
What do you think is the purpose of your home page? We already know it’s not to give everything away up front. It’s not to overload the reader with copy. It’s not to spew company news. The goal of your home page is to get your visitor to page two. That’s right, the home page should have visual appeal to keep visitors on the site combined with the perfect amount of “less” to make visitors want to go to the next page.
What other home page myths have you heard?
About the Author
I'm Autumn Nicholson, Director of Internet Marketing. I earned my Bachelor’s degree in English and took the first editing job I could find, at a marketing company in South Carolina. I joined Farmore Marketing in 2014 to put my internet marketing experience to good use—and to spend more time on the beach. I invest much of my time volunteering for nonprofits, reading, and binge-watching TV shows on Netflix. You can connect with me here:
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