What should the homepage of your website contain?
Well, this is like the million dollar question in my book. Of course from site to site this will change but the foundations should be built from the same 2 crucial things:
- Primary user goals
- Primary business objectives
The user
You arrive at your destination website and what are you looking for? What can I click? Where’s that newest thing I want to look at? Where’s my log-in box? You need to know what your users want to achieve at your website so you can serve them up the right content at the reception of your website.
I like to think of it like going to my favourite restaurant who knows who I am and has my table ready with a bottle of Rioja that’s already been allowed to breathe and a plate of olives and fresh bread ready for me to dip into! Ok, so I might not have a local restaurant that has *all* of that ready for me, but I know the good ones bring at least the fresh bread to your table once you have sat down.
Wouldn’t it be nice if your primary goals where there ready and waiting for you on the homepage? Of course. Getting this information from the user can be done in a few ways. I find using a questionnaire on the site can be useful. Just explain you are trying to cater to your users needs and would they spare a few moments to fill in a form. Everyone knows people hate filling in forms but some people don’t mind, especially if you are telling them it’s for their benefit. I have seen a few website advertising they are improving on their sites accessibility and usability http://www.britishairways.com
so I have faith that some portion of the general public will be willing to help you out.
If you have the benefit of having some users to hand (perhaps your site is a company intranet?) you could conduct some interviews and ask them about their primary goals for the website. Make notes and ask them to prioritise. The great element of interviewing is getting instant feedback with the possibility to ask follow on questions. Take advantage of this.
Once you have your user goals use this to advertise those sections or functionality of your site on the homepage.
The Business
This is the easy part, as you should [hopefully] have full access to the people who are setting the website goals and objectives. Once you have your goal list from the client, explain how you intend to balance user goals and business goals on the homepage. Achieving this balance can be a fine art if you have a tough client who thinks their needs are much more important than the user. If this is the case point out the benefits of addressing both needs. Having a usable website increases the number of happy users - A content user is one that can use your site with ease, will recommend you to friends, have confidence and trust in the website and will return! Also it’s good to know your market and supply on demand. If you know what your users want it should be there on the homepage ready for the clicking.
Summary
The homepage is the first impression users get from your website and it could be the last if you have neglected to design and layout the features and functionality of your website with careful consideration. Make sure you are welcome the user with a usable “control panel” where they can start a desirable and useful web experience with your website. Business goals can also be met where the user can have the choice of what they want to achieve on your site, be it something new or a regular goal that they will keep returning to complete.
