If you’ve ever had a conversation about website content with me, you’ve probably heard me say that a business website’s homepage should be a bit like a magazine front cover. OK, so it’s a natural comparison for me, given my background in journalism. But it’s also very apt.
A magazine cover needs to grab your attention, stand out from the crowd and invite you to explore the magazine further. It isn’t covered in adverts, nor is there much information available. It’s all about creating an impression that encourages further engagement. Ditto a website’s homepage.
Let’s break the analogy down a bit further…
What’s the first thing you notice when you look at the front cover of a magazine? Given that the human brain is designed to interpret visual information rather than written text, it’s probably the cover image. Whether it’s Sheryl Sandberg or Cristiano Ronaldo, an indulgent dessert, prize-winning trout or the Aston Martin V8 Vantage, the choice of cover star is the first clue as to what the magazine is about.
Take away: The imagery on your website’s homepage is a vital part of helping your visitor understand what they’re going to find ‘inside’ the rest of the site.
Next up in the priority rating on a magazine’s front cover is the text, or coverlines. These showcase the most interesting and important content within the magazine, and are designed to catch the consumer’s attention and invite them to read further. This isn’t the place for displaying the feature text itself, it’s about selling concepts and encouraging further exploration.
Take away: You don’t need to put all your information on your homepage. Instead, catch people’s attention with a series of clever content bites that will signpost them deeper into the site.
Together, a magazine’s cover image and coverlines are designed to stimulate an emotional response in the consumer. The influence of emotion on purchase decisions is well documented, and the best magazine covers will create a sense of desire - whether that’s the desire to be informed, to improve a skill, to indulge oneself, to have fun etc.
Take away: When designing and writing your homepage, always think about what your audience needs to feel in order to explore further, as well as what they need to think.
Editorial teams are experts at understanding what their readers want. They know that no one is looking at the magazine stand and thinking, “I wonder how qualified the journalists are?” or “I’d better find out how long the magazine has been running before I buy a copy.” Instead, readers want to know if the contents will help them cook better or show them how to look fashionable this season or let them fantasise about what it would be like if they could afford that holiday in the Bahamas.
Take away: Understand the benefits your client is looking for - the problems they want solved, the hopes they want fulfilled - and use your homepage to show them how you can deliver that.
What you won’t find on the front cover of a magazine is an advert, despite the fact that this is where magazines make the majority of their profits. In fact, even once you venture inside the magazine, the number of ads should still be less than the number of features. This is because the advertisers understand that what buys them the right to promote their goods and services is the value that the readers are getting from the editorial content.
Take away: Don’t start selling on your homepage. Instead, use it to get people to dig a bit deeper into your site, where you can give them more detail about why you’re the best choice before asking them to buy.
If you’re looking for someone to help you create engaging web copy that will drive your business goals, contact us to see how we can help.