Your web site homepage is your organization’s first impression for many clients, and first impressions are the whole lot. Your touchdown web page must make a killer first impression to encourage potential clients to stay round and interact.
On this information, I’ll share some finest practices for homepage design together with sensible homepage design examples which have applied these practices.
Desk of Contents
Homepage Design Finest Practices
By means of trial and error (and an entire lot of web site analytics), I’ve developed a set of homepage design finest practices that persistently ship outcomes. These practices have helped me create homepages that aren’t solely attention-grabbing but in addition compel motion and depart an enduring impression on guests.
Let’s dive in.
1. Inform them who you’re and what you do.
Don’t depart web site guests guessing. Introduce your model and mission above the fold.
I often begin by crafting a punchy headline that captures my model’s identification and function. Hold it quick, not more than eight phrases. TL;DR and quick consideration spans rule the web, so longer headlines get skimmed over.
If I want extra message room, I’ll add a subheading with my model’s key advantages.
I’ll additionally embody high-quality visuals like movies, pictures, or animations to strengthen my model messaging and seize consideration.
Professional tip: Free visuals are sometimes overused.
Free visuals are at all times tempting, however relying closely on them can result in a cookie-cutter look in your web site. Create distinctive visuals to extend your model memorability.
2. Write like your target market.
Your homepage needs to be laser-focused, participating, and communicate to your target market in a mode that makes them snug.
Analysis is my secret weapon on this case. I analysis my target market’s behaviors, preferences, wants, and challenges. These findings information the language and tone I exploit in my homepage parts. My aim is to talk in phrases they use every day and keep away from complicated them with technical jargon.
Professional tip: Don’t go too informal.
Whereas making viewers really feel snug, it’s additionally necessary to create belief by means of your phrasing, so watch out to not use an excessive amount of slang.
3. Use design to showcase your distinctive promoting proposition.
Your homepage should clarify your distinctive promoting proposition (USP). I begin by asking myself what makes my merchandise, companies, and model distinctive. Then, I ask why they’re superior to my competitors.
Your design parts ought to prominently show that message, whether or not as a part of your headline and subheading or constructed into your hero picture. Your message ought to focus consideration on the USP.
For instance, at HubSpot, our USP is completely captured in our subheading: “Seamlessly join your knowledge, groups, and clients on one AI-powered buyer platform that grows with your online business.”
I additionally help my USP with different secondary parts, together with:
- Taglines, bullet factors, or a brief paragraph highlighting my product’s major options and advantages.
- Visuals of my merchandise in motion.
- Social proof like buyer testimonies, consumer logos, and case research.
Professional tip: Use coloration or animation.
Take into account contrasting colours in your palette or easy animations to focus consideration in your USP.
4. Optimize your webpage for a number of units.
In at the moment’s mobile-first world, a lot of your web site visitors will come from smartphones or tablets. In reality, as of 2024, cell units account for 67.3% of web site visitors.
I at all times plan for cell responsiveness as a part of each homepage. These three factors are the cornerstone of my course of to optimize a homepage for a number of units.
- I exploit a responsive design that robotically adjusts the structure to suit the display screen of any gadget.
- I prioritize cell usability, so I exploit clear and concise navigation bars and menus, massive tap-friendly buttons, and bigger font-size textual content.
- I keep away from parts like flash banners, cumbersome animations, and pop-ups that may overload cell screens, gradual web page loading instances, and trigger larger bounce charges.
Avoiding slowing your web page is very necessary. Paige Arnof-Fenn, founder and CEO of selling community Experts & Moguls, says in case your web site doesn’t load in 3 seconds or much less, “your customers will go elsewhere, and the chance shall be misplaced.”
Professional tip: Mute sounds by default.
Mute any sounds in your web site because the default to keep away from blasting cell customers with surprising loud music. In the event that they’re in an area the place sound doesn’t matter, they’ll faucet to show sounds again on.
5. Embody a number of calls-to-action (CTAs).
Your homepage must also be designed to drive motion. Utilizing a number of calls to motion (CTAs) improves these outcomes.
CTAs inform my web site guests what I need them to do subsequent, whether or not it’s signing up for a free trial, exploring a selected product class, downloading a priceless useful resource, or contacting your gross sales crew. They’re the bridge between curiosity and conversion.
Right here’s what I do to maximise the effectiveness of my CTAs.
- I place them prominently on the homepage, with the primary one simply seen with out scrolling.
- I exploit design parts like contrasting colours or pictures to make them stand out.
- I exploit robust verbs and action-oriented language to compel motion. Verbs like get, begin, be a part of, and uncover are highly effective as a result of they convey each motion and end result.
Professional tip: Don’t go overboard.
Don’t overload your homepage with too many CTAs. Take into account one or two per part of your homepage. The aim is for them to be straightforward to search out, not overpowering.
6. Keep on model.
Your homepage ought to unmistakably mirror your model’s type, creating a powerful, cohesive identification that guests acknowledge and bear in mind.
For me, that entails:
- Prominently inserting my model’s emblem on the homepage and header.
- Utilizing my model’s coloration palette.
- Utilizing typography that aligns with my model’s identification and elegance information.
- Matching phrasing and grammar to my model’s voice.
Professional tip: Take inspiration from packaging.
In case your model already has robust product packaging or on-site branding, use these designs as a basis to construct your homepage.
7. Hold your web site dynamic.
The best homepages evolve repeatedly to satisfy the altering wants, issues, and questions of their guests.
I repeatedly replace my homepage content material to mirror present occasions, seasonal adjustments, rising design tendencies, and particular promotions. For example, adjusting featured product web page callouts in the course of the 12 months will maintain your homepage recent and related to guests’ pursuits.
I additionally use A/B testing to check the effectiveness of various variations of my homepage parts (headlines, CTAs, visuals, and layouts).
Lastly, I exploit dynamic content material that robotically adjustments primarily based on customer knowledge. For instance, my web site can use location knowledge to replace forex settings and pricing.
Professional tip: Use change with function.
Don’t change parts simply because a sure period of time has handed. Every replace ought to present worth to guests.
6. Make it accessible.
Your homepage must be accessible to each customer to make sure a clean and constructive expertise, which is essential for constructing belief. The principle accessibility options to think about are various textual content for pictures (alt textual content), keyboard-only navigation, resizable textual content, coloration distinction, and closed captions for movies.
Many homepage design templates embody a few of these options (particularly useful to small companies), however I at all times verify native, state, and federal guidelines to verify I embody the whole lot that’s required.
Professional tip: Get professional assist.
Try HubSpot’s net accessibility information for extra on create accessible web sites.
Sensible Homepage Examples To Encourage You
I’ve shared my private finest web site homepage design practices. Now, let’s check out a few of the finest real-world homepage examples that put these finest practices into motion.
1. HubSpot
There is likely to be a little bit of bias right here because it’s our web site, however HubSpot is likely one of the finest examples of fine homepage design.
The clear and concise headline instantly catches my eye by telling me the way it will help my enterprise, and the subheading explains the particular advantages.
Nevertheless it’s not nearly telling me what it does — HubSpot additionally needs me to have interaction. So, instantly after the headline, it contains two outstanding CTAs encouraging me to take the subsequent step whereas reassuring me there’s no price to strive it out.
What we love: I really like how the homepage cleverly makes use of figures and statistics to indicate the vastness of HubSpot’s neighborhood. This helps help its USP and core worth proposition and builds belief by means of social proof.
2. Dropbox
The very first thing that grabs my consideration on Dropbox’s homepage is the social proof headline that doubles as a name to motion. It’s instantly inviting me to hitch its tribe of over 700 million customers who already belief Dropbox.
The supporting visuals and replica are additionally spot-on, with a basic minimalist really feel that doesn’t distract from the messaging. Moreover, an animation showcasing Dropbox in motion gives a dynamic and fascinating demonstration of its performance.
What we love: I really like that Dropbox describes completely different use circumstances all through the homepage. Serving to guests relate to the instruments on a extra granular degree improves the chances of a conversion.
3. A24 Movies
A24 Movies takes a novel strategy to its homepage engagement, which works fairly fantastically. As an alternative of a text-heavy structure that I usually encounter on different web sites, the homepage solely options promos for its new movies above the fold.
This can be a nice technique for grabbing guests’ consideration — actually, once I landed on the web site, I clicked by means of and watched a number of earlier than remembering I used to be purported to be reviewing the web page.
What we love: This homepage instance showcases the most effective of straightforward design. I really like how each merchandise on the homepage is a full-screen part as you scroll down — with only one picture and a big textual content hyperlink.
4. FreshBooks
FreshBooks accounting software program primarily targets small and medium-sized companies. The web site’s homepage instantly outlines its options so I can shortly perceive what I stand to achieve by attempting it out.
There’s additionally a terrific use of distinction and positioning with its major calls-to-action (“Strive It Free” and “BUY NOW & SAVE”).
What we love: I really like FreshBooks’ use of social proof. The homepage contains buyer testimonials to indicate real-world success, plus star rankings from third-party websites to construct belief and credibility.
As Garry West, director at Imagefix, a design and digital advertising company, says, social proof tells potential clients and guests that an organization “is not simply making guarantees — it delivers for others like them.”
5. Omsom
Omsom is a good homepage instance of speaking to their viewers’s stomachs. Its homepage incorporates a delicious meal that makes me hungry simply it. And the headline, “Actual Asian Flavors in Minutes,” lets me know I may have an analogous plate on my desk in minutes.
As I scroll down, the homepage dives deeper into how the product works, addressing any potential skepticism I may need and providing extra CTAs to strive for conversions.
What we love: I really like that the hero part of the web site options glowing buyer critiques and a free transport provide. This helps construct social proof and motivates me to take motion.
6. Pixelgrade
Pixelgrade is one other stable instance of a easy however efficient design. There are not any overwhelming menus or jargon — only a clear, daring title that tells me the corporate’s foremost providing (easy WordPress themes) and a subtitle that hints on the stunning prospects of taking them up on its provide.
However what actually offered me was the best way the web page builds belief. As I scroll down, Pixelgrade showcases three causes I ought to select it, and an actual testimonial from a contented buyer backs up every cause. Social proof like that makes an enormous distinction.
What we love: The straightforward design and the colour mixture that makes the above-the-fold CTA stand out is fantastically achieved.
7. Etoro
eToro is an investing platform for buying and selling securities, together with shares and crypto, which the homepage coloration scheme and elegance displays nicely.
The homepage instantly welcomes me with a intelligent headline: “FRIENDLY PLATFORM, SERIOUS INVESTORS.” This headline conveys to me that eToro is accessible and straightforward to make use of for brand new buyers but in addition possesses the depth and breadth wanted for seasoned buyers.
The homepage additionally completely leverages social proof. It cleverly weaves within the whole variety of customers (30 million) within the subheadline. That’s an enormous confidence booster for any customer. Plus, the spectacular 4.2-star Trustpilot ranking proper beneath provides one other layer of belief.
What we love: I really like the usage of the colour inexperienced for its calls to motion. Inexperienced is usually linked to development, prosperity, and monetary well-being, which works nicely with eToro’s aim of empowering clients to attain their monetary objectives and construct wealth.
8. Chipotle
Chipotle’s homepage is all about visible persuasion. The above-the-fold imagery features a close-up video of the featured meals, plus high-resolution pictures that showcase the well-known restaurant’s signature dishes in all their glory. Anticipating the wants of most of their web site guests, Chipotle contains outstanding CTAs for locating a location or ordering on-line.
The web page design is clear and uncluttered, guaranteeing a clean person expertise and maintaining the main target squarely on the scrumptious meals.
What we love: The meals movies are charming and make me hungry simply by them.
9. Grammarly
Since Grammarly is a widely known model, it could possibly afford to make use of its homepage to advertise considered one of its latest options: an AI writing assistant. The headline and the subheadline instantly promote me on the brand new characteristic’s profit — serving to my writing and, by extension, my status shine by means of the ability of accountable AI.
The design displays that Grammarly is all about writing and textual content, with the one visuals being CTAs, an animation instance, and logos for social proof.
What we love: To help its core worth proposition, the web page has an animation on the left facet that gives guests with a glimpse of how the brand new Grammarly characteristic works as quickly as they land on the web page.
10. eWedding
For engaged {couples} planning their large day, eWedding is a good platform for constructing customized marriage ceremony web sites. The homepage is straightforward and clear and solely contains the mandatory parts to get you began. It options nice product visuals, a strong headline, and an easy CTA that guarantees to make marriage ceremony planning simpler.
However eWedding additionally understands that price range is a serious concern and ache level if I am planning a marriage. So, to handle this concern, the web site has a price calculator that helps me estimate how a lot I may save on RSVP, a money registry, and a customized web site.
What we love: A counter of the variety of marriage ceremony web sites constructed utilizing eWedding (over 912,000) is a good use of social proof.
11. Spotify
Spotify epitomizes much less is extra. Its homepage instantly greets me with a easy worth proposition and CTA — get the music and podcasts I need free of charge. Beneath the fold, every part reinforces that idea with a daring design and minimal textual content and follows up with one other CTA.
What we love: I really like that Spotify’s homepage integrates customer support by together with a brief FAQ answering the commonest questions new customers will seemingly have instantly after signing up.
12. Colorsmith
Colorsmith’s major headline instantly tells me what the web site is about, and the background visuals help the message by exhibiting males utilizing Colorsmith. It is relatable and helps the target market image themselves utilizing the product.
Beneath the fold, Colorsmith follows up with particulars on how the method works and focuses on how every consumer will get customized coloration formulations for an ideal match.
What we love: I really like the location of the “Craft My Colour” CTA at completely different spots on the homepage. Regardless of the place I scroll, the CTA is at all times close by to take me to the subsequent stage.
13. Melyssa Griffin
Melyssa Griffin’s web site homepage showcases each her experience and character.
It incorporates a quick looping GIF of her chair dancing that evokes enjoyable and liveliness to drive dwelling the concept she’s an actual individual and never a random faceless entity. The design itself is brilliant and cheerful however not overwhelming.
What we love: I really like the inclusion of a fast quiz as an interactive component. It is a win-win for everybody — guests be taught their cash administration archetype whereas Melyssa generates leads.
14. 9 Lives Basis
9 Lives Basis makes use of empowering textual content and emotional pictures to attach with guests. By utilizing a delicate parallax impact to create a way of motion with out the necessity for bigger video information, they assist improve their web site velocity whereas maintaining a way of movement.
Getting and giving assistance is made straightforward, too. A well-laid-out record of companies and methods volunteers will help lives just under the fold.
What we love: I really like that 9 Lives addresses giving AND getting assistance on the identical web page with well-organized CTAs.
15. Digiday
Digiday makes use of conventional newsprint type and takes it into the longer term with a well-planned structure, creating the digital equal of a newspaper entrance web page. Digiday provides readers a cushty expertise and encourages clickthroughs by constructing on a well-known format.
What we love: I really like how Digiday makes use of easy and uncluttered formatting to current a number of information on one display screen.
16. Asana
Asana’s headline is an consideration grabber, and the subheading explains the precise worth proposition. Collectively, the 2 shortly talk the core performance and advantages of utilizing Asana.
The homepage does not waste any time attempting to get a conversion, both. Two outstanding CTAs, “Get Began” and “See the way it works,” sit proper beneath the principle headline, making it clear what they need me to do subsequent.
What we love: Asana leverages social proof exceptionally nicely. They maintain my consideration as I begin to scroll by stating that 85% of Fortune 100 corporations use their software program. They then embody logos for a few of the best-known manufacturers.
17. Evernote
Evernote’s homepage will really feel like a beacon of hope in case your desk is a warzone of sticky notes like mine. The headline “Tame your work, manage your schedule” is sufficient to make me wish to strive it instantly.
The design stays true to the promise of group with a easy structure and graphics. The CTA, with its brilliant inexperienced coloration in opposition to the white area, is not possible to overlook as nicely.
What we love: The first visible is a picture of Evernote in motion. I can nearly see my very own to-do lists and notes neatly organized throughout the app. It is a highly effective picture that fuels a want to get began and expertise that group firsthand.
18. Telerik by Progress
Telerik’s web site pops with daring colours, enjoyable designs, and videography that creates a Google-like vibe.
A easy headline tells me its core worth proposition, and the remainder of the homepage backs that up with a easy, high-level overview of its major product choices. Plus, a scroll-triggered animation retains the homepage participating as you scroll.
What we love: I really like that despite the fact that it is a tech-based platform, the copy is refreshingly light-weight and straightforward to learn.
19. Basecamp
Basecamp’s homepage speaks on to the wants of overwhelmed venture managers, its major target market. Every little thing on the homepage is designed to nudge you in the direction of their major resolution — a central hub for managing completely different initiatives.
The graphic echoes the tagline message, there’s a video demo embedded on the web page, screenshots of the software program, and the web page is organized to movement naturally as questions are raised and answered.
What we love: I really like that the web page is organized to boost and reply questions in a logical order to information the viewers by means of the gross sales funnel.
20. charity: water
This homepage empowers guests to deal with an enormous aim: clear water. The charity: water homepage instantly tells guests they’ll make a distinction, with a cost portal on the prime of the web page.
Visuals, artistic copywriting, and interactive net design work collectively to have interaction guests and encourage motion. The charity additionally makes use of personalization to indicate a unique follow-up homepage to repeat guests.
What we love: I really like the usage of personalization to assist observe up with repeat guests who would possibly nonetheless have to donate.
21. TechValidate
TechValidate’s product is managing social proof they usually lean into that by incorporating their very own social proof all through the homepage.
This homepage can also be fantastically designed, making use of white area and contrasting colours that draw your eye to crucial parts.
What we love: I really like that the product’s video is entrance and middle, making it easy for potential clients to be taught extra.
22. Medium
Medium’s homepage is one other sensible instance of much less is extra. It makes use of easy messaging on a daring background that communicates what the model is all about and the important thing worth proposition.
That is adopted by a outstanding and action-oriented CTA that invitations me to take the subsequent step. BY minimizing messaging, they lean into their “Keep curious” headline and create curiosity to drive clickthroughs.
What we love: I really like the daring yellow coloration, which instantly grabs consideration, and the contrasting black textual content for optimum readability.
23. Form Snacks
Form Snacks makes use of daring colours and product images to drive ecommerce. Whereas their homepage adjustments incessantly to remain dynamic, it’s at all times targeted on conversion, with CTAs for buying prominently displayed.
What I really like: Form Snacks speaks on to its target market and retains the web page recent with frequent updates to give attention to completely different merchandise.
24. Ahrefs
Ahrefs provides instruments that may assist groups enhance their search engine marketing. The design of Ahrefs’ homepage is clear and fashionable however quirky and begins with a fast pixel-style loading animation.
Transient descriptions of every instrument just under the fold with screenshots present a fast overview of their options, making it straightforward for me to grasp the vary of capabilities without having to navigate away from the house web page.
What I really like: I really like the digital retro theme of the web page. It is eye-catching and provides an approachability to the corporate. I additionally just like the dynamic counter that shows the variety of new Ahrefs accounts created prior to now week.
25. Completely happy Cash
Completely happy Cash’s homepage grabs my consideration with a constructive and emotionally charged message that guarantees you received’t be simply one other quantity with the corporate. The colour scheme and graphics play into this humanized really feel to drive dwelling the thought of belief and approachability.
Beneath the fold is nicely organized to maintain guests scrolling by answering questions and offering extra encouragement with social proof.
What we love: I really like how coloration and elegance work collectively to strengthen the messaging.
26. Headspace
Headspace’s homepage works to create connections with second-person language and advantages featured prominently. A mushy coloration palette, ample white area, and a minimalist aesthetic mirror the psychological readability and leisure the app promotes.
CTAs, are strategically sprinkled all through the homepage, gently nudging me to discover the platform additional.
What we love: I really like that the homepage contains quick, guided meditations you’ll be able to strive instantly with none signup so as to add worth for guests.
27. Tesla
Tesla’s is a daring homepage instance. The design is all about letting its merchandise communicate for themselves. It is fully product-focused, that includes breathtaking visuals of Tesla automobiles in motion.
This focus is deliberate. Tesla is aware of their automobiles are assertion items, and there’s no have to muddle the message with in depth promotional textual content. It’s an ideal instance of a model completely understanding its USP.
What we love: I really like the inclusion of clear and concise CTAs and visuals that immediate me to seamlessly transition from admiration to motion.
28. Thrive Market
The Thrive Market is one other instance of an internet site that will get straight to the purpose. The homepage instantly asks me a query, encouraging instant engagement and shifting me one step nearer to conversion.
The web page options vibrant pictures of healthful meals and pure merchandise with clear, simple textual content promising you don’t have to interrupt the financial institution to eat nicely.
What we love: I really like that Thrive Market retains it attention-grabbing with their name to motion buttons. As an alternative of utilizing a generic “Purchase Now” they get a bit cheeky with phrases like “I like overpaying.”
29. Angi
The minute I land on Angi’s homepage, I can instantly inform what the corporate is all about. It is a terrific homepage instance of a core worth proposition and name to motion rolled into one with an instantly accessible search bar and fast hyperlink buttons.
No have to wander by means of menus or completely different net pages — I can soar proper to the service I want from the homepage.
What I really like: The homepage design is clear, useful, and conversion-focused with out the necessity to scroll or go to different pages.
30. Safety.org
Safety.org positions itself as the last word useful resource for all issues DIY digital safety. The homepage encourages guests to do it themselves with Safety.org’s assist.
As well as, the web page employs a transparent, uncluttered structure with ample white area across the textual content and between parts. This ensures the whole lot is simple to learn and discover.
What we love: I really like how Safety.org additionally strategically leverages social proof. Displaying logos of stories retailers that coated the corporate, like Forbes, Wired, and ABC, alongside a point out of their spectacular 10 million+ YouTube views, builds belief and establishes the platform’s credibility.
31. Carmax
Taylor Shanklin, CEO and founding father of Barlele, a branding technique and net design company, says when designing a homepage, you need to begin by creating a transparent record of issues your target market has and the options you provide for these issues.
“Upon getting that actually nicely outlined, it’s simpler to design the web site interplay journey in a method that shortly and clearly communicates how you’re the finest firm to supply an answer to their downside.”
Carmax nails that idea and instantly addresses two of my greatest issues as a used automotive purchaser: hidden prices and the standard of the car they’re shopping for.
What we love: I really like the constructive outlook of the visuals supporting the navigation cues that information me to varied service areas, together with automotive shopping for, promoting, and financing choices.
32. Adobe Portfolio
Adobe is synonymous with artistic software program for audio and visible mediums, and the corporate leans on its status as its personal proof of high quality for Artistic Cloud.
A daring headline, “Lovely Portfolio Web sites,” and a subheading, “Free with Artistic Cloud,” instantly talk the principle advantages, and background visuals present all kinds of instance portfolios.
What we love: I really like that the homepage incorporates a curated number of venture examples to indicate the standard and variety of portfolios I can create on the platform.
Construct a Nice Homepage for Your Model
Within the phrases of Garry West, a “nice homepage design is sort of a good handshake – it is robust, assured, and leaves an enduring constructive impression.”
It’s price investing effort and time into getting your homepage proper. My private finest homepage design practices and these inspirational web site web page examples are nice locations to start out gathering concepts to create a standout homepage to your model. Who is aware of, maybe your model would be the subsequent addition to our sensible homepage examples record.
