Tuesday, July 9, 2013

The problem with home pages

Most companies view their home page as a veritable table of contents.  A way to show off everything they do and give visitors access to all of it.  Unfortunately for visitors, this approach lacks focus.  

I'm not saying that you shouldn't make a menu page, a page that acts as a portal to all the various parts of your website (what most people use as their home page), but rather you should pick the 1 thing that matters most to your business and let your visitors start there.

I see lots of agency websites that have huge lists of all the services they can provide.  This isn't inherently bad, but it's akin to a one-man-band calling himself the accordion-symbols-drum-horn-trumpet-flute-harmonica-whistle guy: the concept of a one-man-band gets confused and lost.

If you do provide a large list of services, try using your homepage to convey the [singular] concept of being a solution provider.  There is no need to link to all of the various solutions you provide.  If you can sell your visitors on the idea that you are their solution provider, vetting your services is just procedural.  

On the other hand, if you don't do a bunch of things, don't feel like you need links to your blog, Twitter, Facebook, or about pages to try to flush out your home page.  Having a clear focus is a good thing.  It draws a line through your audience to weed out the disinterested.  Everything else just adds confusion to your concept.