Screenshot from uber.com, November 2024
14. Dropbox
The simplicity of design and clarity of messaging are consistent throughout many of these examples. For a homepage, that is often a core challenge, as well as an aspirational goal.
In this example, headlines are emotive, and supporting statements are clear.
Mixed media walkthroughs of the service provide a trial of the solution without the need to sign up for one. It’s a great example of shortening the distance to purchase/use.
Screenshot from dropbox.com, November 2024
15. Allen Carr’s Easyway
When it comes to Your Money Your Life (YMYL) industries, homepages have additional challenges.
First, trust needs to be ever-present and supported by statistics without detriment to the brand’s style and tone.
Next, direct reinforcement of success, case studies, and audience associative needs are higher. And providing a positive outlook on tougher topic areas is far from easy.
This homepage example manages to cover all these areas plus more.
Screenshot from allencarr.com, November 2024
16. NineFeetTall
When companies provide transformation and change, like in this example, you have to balance data and justification from the outset.
The homepage acts as the roadmap from now to the near future and requires expert guidance without information overload.
Every segment of this homepage example contributes toward this journey, empowering people to learn fast and take action sooner.
Screenshot from ninefeettall.com, November 2024
17. NHS
Websites that provide emergency help and support must reinforce trust, provide immediate access to contact, and solve problems from the first meaningful homepage interaction.
Visually, the homepage needs to drive action-taking and fuel the right choice to minimize already stressful situations.
Considering the vast array of people using emergency services like the NHS, intuitive and simple design comes into play with clear, concise content.
Screenshot from nhs.uk, November 2024
18. WeChat
Named one of the world’s strongest brands, the app’s homepage shows the opportunities to change the status quo with design and focus on brand-led power and positioning.
The navigation placement and impact on the page versus the streamlined and dominant CTA is an interesting approach.
Screenshot from wechat.com, November 2024
19. Colgate
For established and traditional brands, the homepage can present a complex range of choices.
One of these is how to remain relevant with existing audiences while looking to grow visibility with new people in fresh ways.
Colgate achieves this with a combination of trust and visual reinforcement.
Screenshot from colgate.com, November 2024
20. Basecamp
The Basecamp homepage jumps straight into solving the main pain point of its audience.
This is then supported by segments that all actively contribute to the purpose of Basecamp as a service and nudge the user towards purchase.
This journey is without added clicks or engagement required – it’s a complete conversation on a single page:
The headline positions the brand and service.
The segmented homepage tells the story of why you may invest in the service.
The dominant CTA jumps out of the page.
Homepage screenshots provide an instant demo of the solution in action.
Screenshot from basecamp.com, November 2024
21. Time
A media site’s user base has high standards and expectations for creative, fast, and functional websites.
This homepage example from Time supplies easy-to-digest content while keeping text levels to a minimum.
The active use of white space is refreshing, as are the limited CTAs and removal of advertising.
The use of image, media, and text interaction supports audience preference and all device action-taking.
Screenshot from time.com, November 2024
22. Ocado
Large retail sites have to cram in many potential and often competing triggers to drive action and speed up access to the endpoint.
User tolerance levels for online shopping are very tough to meet, plus you are catering to a variety of audience awareness and trust.
Ocado manages to build in quick access CTAs, clear trust signals, and simple steps to purchase without cluttering the page or pulling the user into conflicting directions.
Screenshot from ocado.com, November 2024
23. Trivago
Comparison websites can feel like a bombardment of CTAs and promotional offers.
The Trivago homepage provides a relaxed, easy, and intuitive approach to booking that removes some of the complexity and time for the user.
Screenshot from trivago.co.uk, November 2024
24. eBay
From a data-driven and personalization stance, sites like eBay need to be present in the best examples of homepages.
Data is at the center of the design choices and content provisions and is frequently refined to bring the user closer to their perfect next buy, whether they are aware of it yet or not.
Screenshot from ebay.co.uk, November 2024
25. Imgur
Everything on this homepage shouts out fun, interaction, and enjoyment. Its core functionality is to make things simple to click, watch, and engage.
Yes, there is some quite intrusive advertising, but there is also an element of new audiences meeting nostalgia here with the early age of the internet ad space.
Screenshot from imgur.com, November 2024
What Should A Homepage Include?
First and foremost, the homepage needs to represent your brand values and proposition. Reinforcing the unique culture of your business and supporting brand recognition.
This is achieved through every piece of content, imagery, and prioritization of messaging on the page.
As your shop window, you need to present the most relevant messaging and CTAs that will resonate with your audience and drive them to click further into your website content and their unique conversion journey.
Visual elements should be of high quality, not competing with other on-page items, and making it simple for people and search engines to understand the core purpose of your site and what your brand represents.
Trust should be set from the outset. This includes star ratings and brand narrative through case studies and related social proof.
Your homepage needs to set out the key content assets and products/services that are the cornerstone of your business.
As with all pages on the site, the user experience is of even greater importance to the homepage. Their engagement should be fast, intuitive, and accessible for all content and devices.
And while there are other areas too, don’t forget to have readily available contact details that reinforce the brand identity, personality, and company values.
A Homepage Is A Showcase And A Signal Of Trust
The homepage is often the first interaction users have with your brand, serving as a critical entry point for visitors.
Your homepage is your shop window, showcasing your most valuable content and differentiating your brand from competitors while guiding users toward taking their first actions on your website.
There are many key functions that a homepage plays, including:
First Impressions: Creating an impactful introduction to the brand.
User Journeys: Drives visitors into conversion funnels.
Content Discovery: Helps users find products and services fast.
Incentives: Highlights promotions to encourage clicks and engagement.
Trust Building: Builds expertise and authority through social proof and related trust signals.
Comprehensive Coverage: Addresses topics without dedicated pages as a catch-all for search and users.
Audience Resonance: Reflects brand positioning and core values.
There are many essential components of a successful homepage, lots of which can be seen in the 25 best examples of homepages shared in this post.
To recap them, you should be thinking practically about:
Brand Representation: Clearly showcase your brand values and unique culture through the content and imagery you provide.
Relevant Messaging and CTAs: Prioritize calls to action that resonate with the audience, but limit them to a maximum of three to avoid conflicting attention demands.
High-Quality Visuals: Make sure that all visuals enhance understanding without competing for attention, and that they are unique and of high quality.
Trust Signals: Include reviews and ratings, case studies, and social proof from the outset so people can see a clear association with your existing and target audience types.
Key Content Assets: Highlight essential products and services that are cornerstones of your business offering.
User Experience: Focus on fast, intuitive, and accessible navigation and content in all its forms and for all devices.
Contact Information: Give easily accessible contact details to reinforce brand identity.
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