Whenever I start a new website project, whether for a corporate or marketing a product, I’ve found myself frequently falling back to the same basic site pattern and then branching the site from there. Much of my work is then spent convincing clients to rename and compose standard sections of their site for what they really are, instead of coming out with overly-creative titles (like titling the “About Us” page, “old pond, a frog jumps, the sound of water”) or using obscure images in a misguided bid to make their site attractive in a sea of competitors. I’ve often had to employ the usual reasons to persuade them otherwise, search engine optimization concerns, better usability and accessibility for the majority—which means not making your visitors confuzzled about which blob or dot to click to get certain information from your site.
So, if you’re currently in the process of developing your own website or revamping an existing one for yourself or your business, here are some pointers for your home page—the very first page your users or customers see when they visit your website. Sometimes the voiceless victim of the dreaded splash page. Stake yourself in the spleen if you’re:
- still using a Flash-based landing page for your site
- have asked a designer to provide one for you
- or if you’re the
prick web designer who proposed and managed to convince your client to have one.
The home page I’m referring to is NOT the asinine, flashy presentation which forces me (and the rest of your customers) to mute the volume and hunt frantically for the “Skip Intro” link or button (stake yourself again if your splash page doesn’t have such a link). Your home page is important. In case that didn’t quite sink in—your site’s home page is the most fucking important page in your website.
The most common trend is to have the home page occupy the root directory of your site—typically the index file at the root of your web directory. This means, your homepage is accessed via http://www.yourdomain.com/. Other variations are to employ some way (from web server redirection to CMS specific configurations) to relocate the homepage elsewhere. Common home page variations are home, main, front, welcome and landing. What this means is when users visit http://www.yourdomain.com/ in their browser, they’re automatically redirected (preferably with an error 301 in the HTML headers) to http://www.yourdomain.com/home for example.
These pages may have file extensions or not (e.g. htm, html, php, asp and jsp just to name a few common ones), I recommend not having file extensions as part of your site’s url, which can be done using mod_rewrite (the easier way) if your web server is Apache-based or by having an elaborate directory structure with index files in them—just do it the web server way to save yourself a lot of grief. Most modern CMS or web site frameworks will have this feature built-in (commonly called nice urls or clean urls). If you’re looking for more information, this Google search is a good place to start.
An analogy for the home page is that of a magazine cover or the front page of a newspaper—you want to draw attention of your visitors to key areas of your site and highlight popular pages. If you’re selling something with your site, consider the home page as the first impression to your potential buyers and you want to provide as much relevant information about your products and services from the get go. A good marketing strategy is to use the home page for highlighting special promotions and one time offers.
Two key differences to remember when using the magazine or newspaper analogy on your site which defines the web medium apart from print—and you should never take for granted—are the instant navigation functionality provided by hyper-links, and the ability to search. Hyper-links can be broadly categorized into two types:
- persistent links, such as your main site navigation menus, footer links and side-bar menus
- and transient links, such as hyper-links within your page content.
Careful planning of the above links means your users will be able get to information they need on your site intuitively and quickly. When they don’t find what they want in the initial three clicks, they’ll use your site’s search—if you have one. If they still don’t find what they want, they’ll leave (for your competitors site).
One caveat, unless your site has heroin content (like blurry exclusive pictures of, I don’t know, Megan Fox and Keira Knightley making out in the nude with tongue), then you can have the crappiest site in the universe and people will still flock over in droves and endure every horrid Flash-based splash page and pop-up window you want to throw at them.
Trend-wise, other things to include on your home page are:
- your primary contact details, such as a phone number, email or postal address
- a list of recent news headlines or excerpts from the company blog—if you have one
- updated stock prices and trading code(s) if your company is listed
- downloadable company fact-sheet, in PDF format, because most venture capitalists and investors WON’T visit your website, they usually get their personal assistant or secretary to prepare a print out of potential acquisitions to read while island hopping the Maldives in their Cessna
- and samples of recent work, customer testimonials or case study to start the confidence building process.
Things to AVOID:
- site visitor counters, they add no value whatsoever to your site except maybe make you feel better about the size of your penis
- Google AdSense or any other pay-per-click advertising on a company website, it’s cheap and your competitors could end up advertising on your site, how convenient
- link thumbnail previews, basically when you hover your cursor over a link, a window appears showing a thumbnail image of the page it links to—these are so annoying it’s against my religion to name or link the site which offers this crap
- music player with a choice of soothing elevator music, hidden or otherwise, unless you’re selling music on your site then please ensure that the player is highly visible so that it can be muted or stopped
- huge picture of your awesome management team (or any other fun pictures from the last company retreat) which has not been scaled down properly from it’s 7.1 mega-pixel size because you don’t have Photoshop and you’re too cheap to pay the web designer to resize the photos for you
- a live chat box, because your site is not selling Viagra, Cialis or any other erectile dysfunctional medication discreetly
- a ka-billion links to all your employees’ blogs and MySpace profile, all six thousand of your partners’ and affiliates’ crappy websites, Google, Yahoo and sites selling Viagra and Cialis, discreetly (this practice is incidentally called a link farm and typically flushes your Google PageRank down the toilet)
- or anything that makes your web site look remotely like a page from MySpace.
Finally, another important thing to take note of is to check your website address with either www or without. For example, visit your website by using the URL http://yourdomain.com and http://www.yourdomain.com. Both addresses should point to the same page. Ideally, one should redirect to the other to prevent Google from indexing the same site twice—which Google might penalize your site (for more information see no-www.org or yes-www.org). I’ve seen sites where the non-www URL points to their site’s ISP back-end (cPanel or Plesk login), a blank or error page, or in the worse case, redirects to some other website.
There’s also no harm in testing your site using random sub-domains, like http://whatever.yourdomain.com, just to make sure your web server has been configured to handle the URL correctly. Some hosts might have configured some sub-domains for your site such as http://mail.yourdomain.com, for you domain’s web mail, or http://admin.yourdomain.com as your site’s back-end interface. If you don’t plan to use any of these services, you should turn them off or ask your host to remove them.
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