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The most important thing upon creating a homepage is to establish the objective of the homepage.

In general, the objective can be formulated in three ways:

  • INFORMATIVE – contains information on offered products and services
  • LEADING TO TRANSACTION – products or services can be purchased on the homepage, a time can be booked, etc.
  • EDUCATIONAL- for example, Wikipedia.

The first two are most common.

It is important to write down the following information before ordering a homepage:

  • Who are the user groups who are the most desired future customers, are they B2B or B2C customers?
  • Is this a knowledgeable customer or a layman in the area in question?
  • What is the customer’s geographical location?
  • What language does the customer speak?

After you have described the customer and defined the objective, it is important to lay down the structure of the page. It is important to observe that all offered products and services would be divided into logical categories. If there are many products and services, these can be divided into sub-categories on different levels.

One of the most pillars of a well-functioning homepage is the content of the homepage. Here it is important to keep in mind that image and video material is also included in it, in addition to texts. The content has to answer the following questions: What is the competitive advantage of the company before its competitors? What products or services are first and foremost desired to offer to the customers? Is the sales argument, for example, a good price or is it an exclusive product? Maybe the advantage lies in convenient ordering process and the speed of delivery? Perhaps in some regions the ordered goods are delivered free of charge?

It is necessary to outline in detail all offered products and services, and to place them on separate subpages. The value proposition has to be definitely pointed out as well, i.e. why the item in question should be ordered namely from your company. The better the value proposition has been pointed out, the higher the probability that it will potentially address the customer.

At every step, it is a good practice to direct the customer to the next step so that the user experience flow would not be interrupted. For example, there should definitely be an invitation next to the product description which will ultimately lead to placing an order on the product or to the form for asking a price quotation. The precondition that the customer will contact himself/herself through the contact page will substantially reduce the number of queries – an extra move will interrupt the flow.

It is important to offer the customers smooth user experience that meets their expectations and forms a whole supporting the objectives of the homepage. The user will understand where he/she currently is and what he/she should do next in order to reach the desired objective.

After the homepage has been completed and put up in Google Analytics, it is also definitely necessary to adjust the specific objectives, the fulfilment of which shall be measured. It is simple in case of online stores because reaching the conclusion of a sales transaction is definitely the most important objective. In addition to this, it is also advisable to follow smaller objectives, i.e. micro-objectives, like adding a product to the basket, downloading a detailed PDF file containing product information, successful sending of a feedback form, joining the Facebook fan page, etc. This information will enable to get a better overview whether web is fulfilling the objectives set for it. We also offer the objective adjustment service under the service called FCR Expert.


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