The homepage is different from all other Web site pages. A well-constructed homepage will project a good first impression to all who visit the site.
It is important to ensure that the homepage has all of the features expected of a homepage and looks like a homepage to users. A homepage should clearly communicate the site’s purpose, and show all major options available on the Web site. Generally, the majority of the homepage should be visible ‘above the fold,’ and should contain a limited amount of prose text. Designers should provide easy access to the homepage from every page in the site.
Enable Access to the Homepage
Guideline: Enable users to access the homepage from any other page on the Web site.
Comments: Many users return to the homepage to begin a new task or to start a task over again. Create an easy and obvious way for users to quickly return to the homepage of the Web site from any point in the site. Many sites place the organization’s logo on the top of every page and link it to the homepage. While many users expect that a logo will be clickable, many other users will not realize that it is a link to the homepage. Therefore, include a link labeled ‘Home’ near the top of the page to help those users.
Show All Major Options on the Homepage
Guideline: Present all major options on the homepage.
Comments: Users should not be required to click down to the second or third level to discover the full breadth of options on a Web site. Be selective about what is placed on the homepage, and make sure the options and links presented there are the most important ones on the site.
Create a Positive First Impression of Your Site
Guideline: Treat your homepage as the key to conveying the quality of your site.
Comments: In terms of conveying quality, the homepage is probably the most important page on a Web site. One study found that when asked to find high quality Web sites, about half of the time participants looked only at the homepage. You will not get a second chance to make a good first impression on a user.
Communicate the Web Site’s Value and Purpose
Guideline: Clearly and prominently communicate the purpose and value of the Web site on the homepage.
Comments: Most people browsing or searching the Web will spend very little time on each site. Emphasize what the site offers that is of value to users, and how the site differs from key competitors. Many users waste time because they misunderstand the purpose of a Web site. In one study, most users expected that a site would show the results of research projects, not merely descriptions of project methodology.
Comments: In some cases the purpose of a Web site is easily inferred. In other cases, it may need to be explicitly stated through the use of brief text or a tagline. Do not expect users to read a lot of text or to click into the Site to determine a Site’s purpose. Indicating what the Site offers that is of value to users, and how the Site differs from key competitors is important because most people will spend little time on each Site.
Limit Prose Text on the Homepage
Guideline: Limit the amount of prose text on the homepage.
Comments: The first action of most users is to scan the homepage for link titles and major headings. Requiring users to read large amounts of prose text can slow them considerably, or they may avoid reading it altogether.
Ensure the Homepage Looks Like a Homepage
Guideline: Ensure that the homepage has the necessary characteristics to be easily perceived as a homepage.
Comments: It is important that pages ‘lower’ in a site are not confused with the homepage. Users have come to expect that certain actions are possible from the homepage. These actions include, among others, finding important links, accessing a site map or index, and conducting a search.
Limit Homepage Length
Guideline: Limit the homepage to one screenful of information, if at all possible.
Comments: Any element on the homepage that must immediately attract the attention of users should be placed ‘above the fold.’ Information that cannot be seen in the first screenful may be missed altogether-this can negatively impact the effectiveness of the Web site. If users conclude that what they see on the visible portion of the page is not of interest, they may not bother scrolling to see the rest of the page.
Some users take a long time to scroll down ‘below the fold,’ indicating a reluctance to move from the first screenful to subsequent information. Older users and novices are more likely to miss information that is placed below the fold.
Announce Changes to a Web Site
Guideline: Announce major changes to a Web site on the homepage-do not surprise users.
Comments: Introducing users to a redesigned Web site can require some preparation of expectations. Users may not know what to do when they are suddenly confronted with a new look or navigation structure. Therefore, you should communicate any planned changes to users ahead of time. Following completion of changes, tell users exactly what has changed and when the changes were made. Assure users that all previously available information will continue to be on the site.
It may also be helpful to users if you inform them of site changes at other relevant places on the Web site. For example, if shipping policies have changed, a notification of such on the order page should be provided.
Attend to Homepage Panel Width
Guideline: Ensure that homepage panels are of a width that will cause them to be recognized as panels.
Comments: The width of panels seems to be critical for helping users understand the overall layout of a Web site. In one study, users rarely selected the information in the left panel because they did not understand that it was intended to be a left panel. In a subsequent study, the panel was made narrower, which was more consistent with other left panels experienced by users. The newly designed left panel was used more.
he home page is different from all other Web site pages. A well-constructed homepage will project a good first impression to all who visit the site.
It is important to ensure that the homepage has all of the features expected of a homepage and looks like a homepage to users. A homepage should clearly communicate the site’s purpose, and show all major options available on the Web site. Generally, the majority of the homepage should be visible ‘above the fold,’ and should contain a limited amount of prose text. Designers should provide easy access to the homepage from every page in the site.
Enable Access to the Homepage
Guideline: Enable users to access the homepage from any other page on the Web site.
Comments: Many users return to the homepage to begin a new task or to start a task over again. Create an easy and obvious way for users to quickly return to the homepage of the Web site from any point in the site. Many sites place the organization’s logo on the top of every page and link it to the homepage. While many users expect that a logo will be clickable, many other users will not realize that it is a link to the homepage. Therefore, include a link labeled ‘Home’ near the top of the page to help those users.
Show All Major Options on the Homepage
Guideline: Present all major options on the homepage.
Comments: Users should not be required to click down to the second or third level to discover the full breadth of options on a Web site. Be selective about what is placed on the homepage, and make sure the options and links presented there are the most important ones on the site.
Create a Positive First Impression of Your Site
Guideline: Treat your homepage as the key to conveying the quality of your site.
Comments: In terms of conveying quality, the homepage is probably the most important page on a Web site. One study found that when asked to find high quality Web sites, about half of the time participants looked only at the homepage. You will not get a second chance to make a good first impression on a user.
Communicate the Web Site’s Value and Purpose
Guideline: Clearly and prominently communicate the purpose and value of the Web site on the homepage.
Comments: Most people browsing or searching the Web will spend very little time on each site. Emphasize what the site offers that is of value to users, and how the site differs from key competitors. Many users waste time because they misunderstand the purpose of a Web site. In one study, most users expected that a site would show the results of research projects, not merely descriptions of project methodology.
Comments: In some cases the purpose of a Web site is easily inferred. In other cases, it may need to be explicitly stated through the use of brief text or a tagline. Do not expect users to read a lot of text or to click into the Site to determine a Site’s purpose. Indicating what the Site offers that is of value to users, and how the Site differs from key competitors is important because most people will spend little time on each Site.
Limit Prose Text on the Homepage
Guideline: Limit the amount of prose text on the homepage.
Comments: The first action of most users is to scan the homepage for link titles and major headings. Requiring users to read large amounts of prose text can slow them considerably, or they may avoid reading it altogether.
Ensure the Homepage Looks Like a Homepage
Guideline: Ensure that the homepage has the necessary characteristics to be easily perceived as a homepage.
Comments: It is important that pages ‘lower’ in a site are not confused with the homepage. Users have come to expect that certain actions are possible from the homepage. These actions include, among others, finding important links, accessing a site map or index, and conducting a search.
Limit Homepage Length
Guideline: Limit the homepage to one screenful of information, if at all possible.
Comments: Any element on the homepage that must immediately attract the attention of users should be placed ‘above the fold.’ Information that cannot be seen in the first screenful may be missed altogether-this can negatively impact the effectiveness of the Web site. If users conclude that what they see on the visible portion of the page is not of interest, they may not bother scrolling to see the rest of the page.
Some users take a long time to scroll down ‘below the fold,’ indicating a reluctance to move from the first screenful to subsequent information. Older users and novices are more likely to miss information that is placed below the fold.
Announce Changes to a Web Site
Guideline: Announce major changes to a Web site on the homepage-do not surprise users.
Comments: Introducing users to a redesigned Web site can require some preparation of expectations. Users may not know what to do when they are suddenly confronted with a new look or navigation structure. Therefore, you should communicate any planned changes to users ahead of time. Following completion of changes, tell users exactly what has changed and when the changes were made. Assure users that all previously available information will continue to be on the site.
It may also be helpful to users if you inform them of site changes at other relevant places on the Web site. For example, if shipping policies have changed, a notification of such on the order page should be provided.
Attend to Homepage Panel Width
Guideline: Ensure that homepage panels are of a width that will cause them to be recognized as panels.
Comments: The width of panels seems to be critical for helping users understand the overall layout of a Web site. In one study, users rarely selected the information in the left panel because they did not understand that it was intended to be a left panel. In a subsequent study, the panel was made narrower, which was more consistent with other left panels experienced by users. The newly designed left panel was used more.