Used by almost every site and site genre, a homepage must satisfy the needs of all potential and current customers by establishing the company's identity, while providing MULTIPLE WAYS TO NAVIGATE. This pattern forms the core for homepage designs.

Homepages are the portal through which most visitors pass. They must seduce visitors while simultaneously balancing many issues, including branding, navigation, content, and the ability to download quickly.

The homepage is usually the first thing customers see on your site. This page is critical because not only is it seen 10 to 1,000+ times more than any other page, but it must also provide an exceptional customer experience to seduce visitors to continue.

Yet the space on the page, especially above the fold, is limited. It must be divided among the following goals: creating the right look and feel, building site brand and identity, providing valuable content, making navigation easy to use, establishing a cohesive and logical page layout, and delivering high performance. Creating a seductive page, while striking a balance with all these elements, requires iterating and refining your page through testing and design goals. It also requires that you focus on building trust and providing value and options to your customer population.

Customers need to know that your site holds a valuable promise. They also need to know it is a promise they can trust you to fulfill. And if the site is valuable, they will want to remember it for later, to use for themselves or to tell friends about. This is what it means to build a positive identity and a valuable brand. Building a site brand requires presenting a promise of what your site offers, with the goal of attracting customers to come in, and earning their trust and respect by continually fulfilling that promise.

Visitors can be turned off by style alone, or by a homepage look and feel that says, "This site is not for me." Whether a site uses inappropriate colors and graphics, or the writing is unfamiliar or grating, customers respond negatively to a style that is not targeted for them. Neon green screaming graphics and a skateboarding illustration might appeal to teens, but if you use it to represent a serious family issue or a conservative business, visitors will immediately question if they have come to the right place.

When you design for your target customers, you will get a positive response to your look and feel. Tune the site by showing it repeatedly to a dozen or more members of your intended audience. Conduct further testing to determine how useful your customers perceive it to be, as well as how usable it is. Although it takes time to conduct tests, avoiding early feedback will cost more in the long run when you have to redesign the site because it is not working.

Each customer makes a judgment within just a few seconds of entering a site. This is the time you have to get the visitor's attention and keep it. Lively writing and visuals are essential, as is bringing compelling and timely content to the front page. This content can be news, enticing imagery, seductive navigation text, and/or personalization.

Organize content into headlines, summaries, and body. Entice visitors with a catchy HEADLINE AND BLURB , and follow through on the article page with the content body. To make your design cost-effective, establishing a publishing system can help you update and rotate CONTENT MODULES automatically. Several commercial tools make this easier to do for larger Web sites.

Visitors appreciate coming to a site tailored to their needs because it makes the site feel more useful, faster to use, and more personal. As a result, customers feel more important. However, a personalized site requires additional effort for visitors to use. This is especially true if customers are required to enter personalization information to use the site at all. Personalized sites, also known as customized sites, are also more difficult to design and develop, and they require more Web server and database resources, not to mention support for logins or cookies. But if the content is varied enough, personalization can help customers find what they care about and use the site more effectively.

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