Figure 5-2. The homepage represents the edge of the goal conversion funnel.
And, of course, branding
Take a second to recall all the different lobbies of businesses that you have visited. Some
were cold and formal (institutional white walls and a bowl of green apples), others classically
designed (leather armchairs and paintings in gilded frames), others completely left
field (neon lights and farm equipment as furniture). Paint color, furniture, and accessories
can establish an entire business??™s tone right inside the front door. Similarly, a website??™s
tone can be set right at the homepage.
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Because the homepage is a high-trafficked commons for the site??™s readership, it remains
the ideal locale for setting the visual language of the corporation. Colors, typography, and
design elements must mesh tightly with the other pages, just as the voice and nomenclature
of the text must align the whole of the site. These small consistencies set expectations
and help readers feel their way through the content. The last thing you want is a homepage
that bucks the design trends of the rest of the website and leaves the reader
wondering if they are still even on the right domain.
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