5 Fundamental Principles of Homepage Design
Nielsen Norman Group's comprehensive framework for creating effective homepages that balance accessibility, clarity, engagement, and simplicity while serving as the critical entry point and navigation hub for website visitors.
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Ensure Easy Access to the Homepage
The homepage is often considered the “front door” of a website, serving as a primary entry point and a vital anchor for visitors. While users don’t always enter a website from the homepage, many return to it as a safe harbor when getting lost on a site. Thus, making your homepage easily accessible is essential.
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Communicate Who You Are and What You Do
First impressions matter. Treat your homepage as an elevator pitch to prospective customers, quickly and clearly conveying what your organization does and what users can accomplish on your site. Don’t make people guess — studies indicate that failing to communicate a site’s purpose at a glance causes potential customers to abandon the site.
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Reveal Content Through Examples
Think of your homepage as the entrance to a physical store. Just as customers rely on examples in brick-and-mortar stores to find what they need, homepages should showcase samples of the site’s offerings. Doing so encourages further exploration and helps users quickly determine if the site contains what they’re looking for.
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Keep Homepages Simple
While homepages contain a variety of content and links, they should not be overly complex to avoid overwhelming users. Keep animated content to a minimum to eliminate distractions. Clutter and disorganization can damage homepage usability and erode the credibility of a brand.
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