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A homepage is the default page for your website that introduces your site to visitors. Although it is multipurpose it should communicate what the site is about, establish credibility and trust and to encourage visitors to continue to the next step of the conversion journey. Often companies try to use the homepage for too many purposes. As a result in can become busy and distracting.

Image of comms-express.com homepage as example of poorly designed page

Source: Comms-Express.com

The homepage for comms-express.com is crowded and there is no clear visual hierarchy. As you can see there isn’t even enough space on the screen to fit in all the content as the two banners on either side of the page are cut off before they end. This type of design can be very distracting it also doesn’t fill the user with confidence that their delivery will be any better organised. Do they really need to show social media icons for sharing on the homepage?

Image of Amazon.com homepage as example of well designed homepage

Source: Amazon.com

Compare this with the Amazon.com home page or the AO.com homepage. Amazon has more product lines to sell than Comms-Express but they manage to control their impulse to shout out about everything at once. There is much less clutter and a clear visual hierarchy. The AO.com homepage is brilliant at communicating their value proposition in a matter of seconds with prominent and clear messaging.


Your homepage is the first page many new visitors will see. It is important that it creates the right impression. Research suggests that it takes visitors just 50 milliseconds (o.o5 seconds) to form an impression and decide whether they like the look of your website and will stay or leave the site. It is also essential that your homepage is focused on establishing credibility and guiding users to the next step in the user journey. Avoid clutter and mission creep on your homepage at all costs.


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Homepage icons created by Smashicons – Flaticon