|
How to Create Effective Home Pages
 What makes an effective Web site home page?
A home page serves as a communication device that establishes the proper mood or “feel” to generate interest, excitement and, ultimately, a call to action. It is the start to a relationship between you and a potential client.
There is evidence that, when Web sites are designed with a specific user in mind, users are more apt to take action and the user retention rate is higher.
So, before you start the design process or evaluate your Web site home page, determine your Internet objectives and identify your audience.
To create an effective home page and communicate your message successfully, it is essential to consider the following elements:
Who is the originator of your message?
For credibility and contact information purposes, a home page should clearly identify the source of the information being communicated. Include a name and relate what level of authority that source is.
It’s also critical to know whether the source is a hobbyist, a professional in the subject area, a Ph.D., etc. If the Web page represents an organization rather than an individual, then that also must be clearly indicated. Include your company name, address, contact information and credited affiliations clearly on the home page to accomplish this.
What does your message convey?
Obviously, this refers to content. First, you want real, readable information here — not just links.
Second, you want validated information. “What do you do that will help me?” is a solid approach for this. A well-defined tag line that explains what your company does and what makes it unique can convey this message effectively and efficiently.
Two questions can help you assess your tag line:
- Would it work just as well for competitors?
- Would any company ever claim the opposite?
Which medium is your message intended for?
“There is perception that print and Web are very similar; that good design for print is good design for Web. We found that was not true," said Jared Spool, co-authoror of "Web Site Usability: A Designer's Guide."
What's important here is that Web authors need to remember that Web pages should be written to operate, as much as possible, across multiple user system settings, operating systems (Microsoft, Mac, UNIX, etc.), and various monitor sizes and resolution settings.
Web browsers (AOL, Internet Explorer, Netscape, etc.) also display pages differently, and configurations for sound, pictures and motion are not necessarily universal. Choose a reputable Web development company to ensure that you have a proper design and application compatibility.
Who is your target audience?
Many ― maybe most ― Web authors don’t explicitly identify their target audience. Not targeting Web pages to a specific group of users is arguably the number one reason these Web sites fall short of their potential.
Your objective is to effectively communicate with the demographic that best corresponds to your product. Make it clear to your users that they belong at your site. For instance, if you are building luxury estate homes of more than $1 million, you shouldn’t include listings of communities selling in much lower price ranges.
What is the desired Web experience?
Several factors can affect the user’s Web experience.
They can be technical. Can the sound be downloaded? How long does it take a picture, graphic or movie clip to be downloaded?
They can be aesthetic. Just how attractive are the pictures?
They can be pragmatic. What use is the material and information you are providing?
All three factors have to be considered when effectively developing and presenting Web pages.
A significant portion of your users probably do not have broadband Internet connections, so keep in mind the time it takes to download your home page when designing it. A good rule is to limit your home page to no more than 80 KB in total size. Or, be sure it takes less than 10 seconds to download using a dial-up modem connected at 56 K.
Three Core Design Principles:
The following principles take into account specific factors — quality of content, navigability, logical organization and functionality ― that focus on the needs of the site visitor rather than on the perceptions and preferences of the designer.
- Keep the Home Page Simple
Reduce unnecessary elements as much as possible. To quote modernist architect Mies van der Rohe, “Less is more.”
Remove all extraneous visual “noise or clutter.” This will make the important objects stand out even more.
The use of open space is generally more effective in organizing and grouping information. It is also more aesthetically pleasing. As noted information design expert Edward Tufte once stated, “It is not how much space there is, but rather how effectively it is organized.”
- Make Action Objects Visible
A home page design should make it easy for users to determine what actions are possible at any given moment. For example, a user may perceive a link button as being “clickable” because of its “3-D,” “raised” or “interactive” appearance. So, it’s important to make navigation buttons look like they should be clicked.
Conversely, non-navigation objects should not look like they could be “clicked” so as not to confuse the user into thinking they are links.
- Balance and Unify Your Home Page
Balance and unity have always been key components of good design.
Human beings, on a preconscious level, seek structure in the things they see. If there is no intentional structure, we will impose our own.
When placing several objects on a Web page, take into account the “visual mass” of these objects (their size and presence). Place larger objects closer to the center of the screen to offset smaller objects, create equilibrium between objects and make the page more appealing.
Unifying a home page is important because, when done properly, it can connect concepts, subjects and objects that belong together, which solidifies your message and makes it easier for your users. Be sure to group related links together and keep them separate from unrelated ones.
Just as you do your best to make your model home inviting and comfortable for a potential customer, you need to do the same with your online presence. Both are important elements of a cohesive and targeted marketing effort.
When a potential customer enters your Web site, you want to provide them with the information they want as efficiently as possible. If done correctly, more of your targeted online users today will become home buyers tomorrow.
Dottie Fawcett, CRB, CMP, MIRM., has served as the Northeast regional sales manager for HomeBuilder.com™ since 1996, providing Internet marketing solutions for area builders. She has helped builders create award-winning Web sites. For more information, e-mail Fawcett or call here at 800-220-2201.
 Learn the Ins and Outs of Creating an Effective Web Site
“Internet Connections for Marketing Success,” available through BuilderBooks.com, explains the technical aspects of setting up, running and maintaining a Web site and choosing the software applications and tools that can help. This book shows you how to establish a brand, do market research, develop e-newsletters and more. To view or purchase this publication online, click here, or call 800-223-2665.
 Subscribe to Sales + Marketing Ideas Magazine for Cutting-Edge Info
For additional cutting-edge sales and marketing information, subscribe to NAHB’s Sales + Marketing Ideas magazine. Call 800-368-5242 x8192 or visit www.smimagazine.com to subscribe or order a copy. Click here to learn about membership benefits of the National Sales and Marketing Council and the Institute of Residential Marketing.
IRM Offers Courses and Designation Programs for Sales & Marketing Professionals
The Institute of Residential Marketing (IRM) offers four designation programs for sales and marketing professionals:
- The CMP and MIRM designation programs for new home marketing professionals
- The CSP and MCSP designation programs for new home sales professionals
For more information on these designation programs, click here.
|
