A website homepage is often the first – and occasionally the last – page of your website that visitors will set their eyes on. So make it count!

Here, we broadly outline the various DO’s and DONT’s of your homepage design and layout:

DO define your target audience

Before the design stage commences, make sure to understand who you are targeting through your website. Consider several factors to consider include age, interests, and their particular wants and needs. You’ve likely already thought about these questions when branding your company in the first place, so ensure that your website reflects the brand itself.

DON’T forget the calls to action

Effective calls to action (CTAs) turn your visitors into customers. Take advantage of the visitors who have stuck around on your homepage by encouraging them to take further action. Think eye-catching buttons and phrases such as “enquire now”, “learn more” and the most obvious “book now”. Rather than obtrusive and annoying, effective calls to action are often subtle, and strategically placed, making clever use of negative space.

DO make a good first impression

…after all, you only get one chance to do so. An eye-tracking study conducted by the Missouri University of Science and Technology discovered that visitors spend an average of 2.6 seconds scanning any given webpage before settling in to focus on a specific area. What this means is that the time you have to capture and hold your audience’s attention is minimal. State your purpose in a clear and concise manner near the top of the back, ensuring it is easy to read and highly visible.

DON’T lose their interest

Once you have grabbed the attention of a user, you need to hotel their interest with both your branding and your layout. The eye-tracking study above also found that people view elements on a webpage in this order: logo, navigation, main image, and written content. This provides insight into the questions people ask and answer once they’re on your homepage for a sufficient amount of time. Make sure your visitors understand the message you are purveying, and you’ll be well on your way to a successful website.

DO plan for the future

If a website is designed and laid out well, easy to navigate, and featuring relevant content and vibrant images, first-time visitors are likely to turn into repeat visitors. Give them something new to see every time they return to your homepage by providing areas for dynamic content. For example, featuring latest blog posts, a stylish social media plugin that reveals your recent Facebook posts, Tweets, and Instagram images, or a regularly updated specials block.

To find out more about homepage design in the hospitality industry, or to learn more current digital marketing opportunities in South Africa, simply contact Hotel Revenue Management on +27 (0) 744 90 77 11 or jaco@hotel-revenue-manager.com.

Image Credits:colorlib.com, Flickr/terryjohnson, colourlib.com, Flickr/jasonhowie