Achieving the ideal homepage is often more aspirational than attainable for most businesses. However, many marketing experts believe the pursuit of an improved homepage should never cease. After all, your homepage serves as the virtual storefront of your online presence. You can make every effort to attract and convert casual visitors into loyal customers, as exemplified by…

Cartier is a French luxury watch and jewelry brand

99Design’s homepage

. . . or you can neglect your homepage entirely, ultimately driving potential customers away, like these examples:

Or this:

If you’re a business owner confident that your products can outperform the competition and reach their full potential with the right introduction and marketing, you need to test different versions of your homepage, focusing on both its visual appeal and user-friendliness.

However, it’s not always a simple and straightforward process. You can’t just dive in and expect a complete homepage overhaul to be successful without proper planning and consideration. Some website changes can have significant negative consequences for your sales. Take Finishline as an example, for instance. After implementing some substantial changes to their homepage (with the hope of improvement), Finishline experienced a $3 million decline in sales within a matter of weeks. They ultimately decided to revert to the previous version as it resonated better with their existing customer base.

The key takeaway here is that while you can generate countless hypotheses, it’s crucial to ensure that you’re allocating resources to tried-and-true best practices.

This is precisely why I dedicated considerable time to examining the homepages of leading business websites—to identify the most effective practices that you can apply to your own homepage.

Stay with me, and you’ll discover the homepage optimization techniques that these prominent businesses employ to convert a massive number of visitors into customers.

Websites Analyzed for This Study

For this analysis, I focused on the top 50 websites listed in SimilarWeb’s Business services category and the top 50 websites in its Online marketing category category. To maintain relevance, I excluded websites that didn’t prioritize lead generation as their primary goal (e.g., news websites, online publications) as well as non-English websites. This selection process resulted in a final list of 50 websites for in-depth analysis.

SimilarWeb is a reputable web measurement company that has been providing valuable insights into web traffic and marketing analytics since 2013, as per their about us page.

Disclaimer: It’s important to note that I did not have direct access to the conversion rates, purchase rates, or any other performance indicators of the analyzed websites. However, it’s safe to assume that these websites allocate significant resources to acquiring traffic and, as a result, place a strong emphasis on achieving high conversion rates on their homepages.

Homepage Design Variables Analyzed

My analysis centered around the most debated homepage elements. The aim was to answer the following questions:

1. How many of the top-performing websites feature calls to action (CTAs) “above the fold” (the portion of the webpage visible without scrolling)?
2. What types of CTAs are commonly used above the fold?
3. How many of these websites utilize multiple CTAs?
4. Do these websites incorporate social proof elements (trust icons, testimonials, case studies, etc.) on their homepages?
5. Which types of social proof are most prevalent among these top-performing websites?
6. Do they leverage videos on their homepages?
7. Do they offer any valuable content in exchange for visitors’ email addresses?

CTA Positioning and Types: An In-depth Look

A study by Nielsen Norman Group conducted in 2010 revealed that the area 100 pixels above the fold on a webpage received 102% more views compared to the area 100 pixels below the fold. The study’s aggregate heatmap, shown below, visually represents the concentration of 57,453 eye-tracking fixations.

Red areas indicate the sections where users focused their attention the most, while yellow represents areas with less attention. White spaces received minimal to no attention. Notably, the top black stripe represents the page fold in the study, and each subsequent black stripe indicates an additional screen after scrolling down.

Despite these findings, numerous articles (for example, ConversionXL, Kissmetrics, Wired) contend that the concept of “above the fold” might be misinterpreted. As Joanna Wiebe from Copy Hackers suggests, “Visitors are generally willing to scroll…as long as there are clear indications that scrolling will reveal more valuable content.”

Brian Massey also emphasizes that when a homepage essentially functions as a dedicated “landing page” (with the primary goal of making a sale), it’s acceptable to…

“Delay the call to action until you’ve effectively conveyed key points. This holds true if your brand isn’t widely recognized or if you operate in a relatively new industry where some initial education is necessary. While testing is always recommended, we’ve generally observed an increase in conversions when the first call to action is strategically positioned towards the top.”

Analyzing top-performing homepages provided valuable insights into this very debate. 40 out of the 50 homepages we analyzed incorporated at least one call to action above the fold (excluding the CTAs within the top menu navigation).

In simpler terms, 80% of these homepages featured CTAs above the fold. This trend likely stems from companies aiming to minimize the risk of losing impatient visitors due to a lack of a clear purpose presented in the most prominent area of their homepages. Makes sense, right?

Another key question that arises is: What are the most common types of CTAs used by these successful websites?

To determine this, I grouped the CTAs into seven distinct categories:

1. More Info Type: (Examples: “Learn More,” “Watch Now,” “Find Out More,” “Read More”)
2. Sample Type: (Examples: “Free Account,” “Free Trial,” “Try It for Free,” “Get Started,” “Demo,” “Get a Demo”)
3. Download Type: (Examples: “Download App,” “Get Report,” “Free Guide,” “Get It Now”)
4. Join Type: (Examples: “Publisher Sign-Up,” “Register,” “Secure My Seat,” “Become an Affiliate/Advertiser”)
5. Buy Type: (Examples: “See Solutions/Plans/Products,” “Compare Plans”)
6. Contact Type: (Examples: “Let’s Connect,” “Contact Us,” “Schedule a Meeting”)

The chart below illustrates the distribution of these CTA types among the analyzed websites.

• 22 out of 50 (44%) of the websites had at least one “More Info” type CTA above the fold.
• 21 out of 50 (42%) of the websites had at least one “Sample” type CTA above the fold.
• 8 out of 50 (16%) of the websites had at least one “Join” type CTA above the fold.
• 6 out of 50 (12%) of the websites had at least one “Buy” type CTA above the fold.
• 1 out of 50 (2%) of the websites had at least one “Contact” type CTA above the fold.
• 1 out of 50 (2%) of the websites had at least one “Download” type CTA above the fold.

The data reveals that the “More Info” CTA is the most frequently used type among the top-performing websites (44%). It’s worth noting that only 9 out of 50 (18%) websites exclusively used the “More Info” type as their sole CTA above the fold. This suggests that most leading websites utilize the “More Info” type as a supplementary CTA to encourage conversions from hesitant visitors.

Adjust, a prominent mobile analytics company, serves as a good example. They employ two “More Info” type CTAs to guide visitors towards requesting a demo.

It’s also interesting to observe that 47 out of the 50 analyzed websites (94%) incorporate a variety of CTA types throughout their entire homepage. This practice directly contradicts the common advice to maintain only one singular CTA in the whole page .

The only websites in this analysis that stick to a single CTA type throughout their homepage (excluding the header and footer) are v2profit.com, techtarget.com, and cpabuild.com. Even among these three, techtarget.com, while having multiple CTAs, utilizes only the “More Info” type (with one prominent “Contact” type CTA in their footer).

This diverse CTA approach is likely because websites strive to cater to different user intents rather than focusing on just one. In essence, by incorporating various CTA types on their homepages, these top websites aim to encourage an action from the widest possible range of visitors.

Combinations of CTA Types: Unveiling the Patterns

Another point of interest was identifying the most popular combinations of CTAs used by these successful websites.

Initially, my assumption was that the “Buy” + “More Info” type combination would be prevalent. This seemed logical, as websites often use “More Info” to provide additional persuasive details before prompting a purchase.

However, the results presented a different picture. Out of the 13 websites that used “More Info” CTAs in conjunction with other types, only 2 incorporated a “Buy” type CTA alongside a “More Info” CTA.

Surprisingly, the most frequent combination was “Sample” + “More Info” (8 out of 19). This finding was unexpected, as free trials and demos are inherently designed to overcome objections and persuade visitors towards a purchase.

GetResponse’s homepage exemplifies this approach, offering 4 different “More Info” CTAs to encourage visitors to sign up for a free trial.

It seems that top-performing websites tend to avoid directly pushing product purchases upfront. Instead, they prioritize educating their visitors and ensuring they are a suitable fit for their offerings.

Rand Fishkin explains the reasoning behind this approach by highlighting how Moz, a prominent SEO software company, approaches customer conversions:

“Moz has observed that customers who convert on their first, second, or third website visit tend to have short-lived engagement. These customers often don’t develop into the loyal, long-term customers with low churn rates that are desirable. Instead, they exhibit high churn and low retention.”

To avoid attracting such customers, Moz strategically aims for visitors to interact with their website an average of 8 times before signing up for a free trial. As Rand emphasizes, there’s a strong correlation between the amount of time spent on their website and customer loyalty.

Key Insights to Apply:

1. Prioritize a Clear CTA Above the Fold: A significant 80% of the websites analyzed incorporated at least one CTA above the fold. While the notion of “above the fold” being a strict rule is debatable, including at least one CTA in this prime location remains a prudent practice.
2. Utilize Multiple CTAs to Engage a Wider Audience: 94% of the analyzed websites featured more than one type of CTA. Limiting your homepage to a single CTA type might restrict its potential. Strive to cater to diverse user intents by thoughtfully incorporating various CTA types throughout your page. However, excessive CTAs can lead to confusion, so balance is key.
3. Educate Visitors with “More Info” and “Sample” CTAs: The “More Info” CTA type emerged as the most prevalent choice for the above-the-fold section. It’s tempting to immediately push for “Buy” CTAs above the fold to maximize sales. However, contrary to intuition, early conversions aren’t always indicative of long-term customer value. Engage first-time visitors by prioritizing “More Info” or “Sample” CTAs in that crucial above-the-fold zone.

Leveraging Social Proof in Homepage Design

Social proof is a powerful tool for establishing credibility and trust with your website visitors. However, similar to other homepage elements, strategic implementation is key.

There are various 6 social proof types at your disposal:

• Case Studies: Provide detailed accounts of your clients’ successes.
• Testimonials: Showcase positive feedback from satisfied customers.
• Reviews: Feature genuine product or service reviews from reputable sources.
• Social Media: Display your social media follower count or highlight positive posts about your brand.
• Trust Icons: Incorporate logos of companies you’ve collaborated with or publications that have featured you.
• Data/Numbers: Showcase impressive figures related to the number of clients served or positive outcomes achieved.

Our analysis revealed that 41 out of the 50 top websites (a significant 82%) leverage at least one form of social proof to build trust with their audience.

The most popular social proof tactic among these websites is the use of trust icons. 27 out of 50 websites (54%) utilize trust icons to enhance their credibility.

Testimonials secured the second-place spot. 25 out of the 50 analyzed websites (50%) showcase testimonials on their homepages.

Case studies followed closely as the next favored social proof type, with 14 out of 50 (28%) of the websites incorporating them.

Finally, reviews and social media integrations were utilized by only 2% of the websites each (representing just 1 website for each type).

GetResponse’s homepage stands out by incorporating nearly all of the social proof types.

The widespread adoption of trust icons suggests several contributing factors:

1. Visual Appeal and Memorability: Trust icons are visually engaging and tend to be more memorable than text-based social proof.
2. Ease of Implementation: They are relatively easier to implement compared to other forms of social proof, particularly case studies, which require more extensive content development.
3. Positive Reinforcement: Trust icons fall under the umbrella of positive social proof. In contrast to negative social proof, which highlights actions not taken by others, positive social proof emphasizes actions taken by a majority, making it more influential.
4. Authority and Achievement: Trust icons are often carefully selected to represent a website’s most significant achievements and collaborations, bolstering their authority.

Importantly, trust icons are often used in conjunction with other social proof elements. Only 2 out of the 27 websites that utilize trust icons rely on them as their sole social proof method. The remaining 25 websites combine them with other forms of social proof.

Running a close second to trust icons, testimonials are another favored form of social proof on homepages. Authentic feedback directly from a product’s users tends to carry more weight than self-proclaimed accolades.

Shopify effectively incorporates this by featuring three testimonials on their homepage, all emphasizing the platform’s user-friendliness as an e-commerce solution.

Numbers and data emerged as the third most popular social proof type. Impressively showcasing the number of clients served or problems solved can significantly boost visitor confidence in your expertise and experience.

Moz’s homepage effectively utilizes impressive numbers/data as social proof.

Case studies secure the fourth position. These detailed accounts effectively communicate your problem-solving capabilities by illustrating how you’ve helped previous clients. When crafting case studies, prioritize a clear and relatable narrative for your target audience, using specific numbers, data, and tangible results.

Outbrain is a prime example of a website that leverages case studies on its homepage, effectively showcasing its capabilities.

Applying Social Proof Insights:

The analysis clearly shows that 82% of the top-performing websites incorporated at least one type of social proof on their homepage, establishing it as a standard practice. Neglecting social proof can create a significant credibility gap on your homepage.

The top three social proof elements favored by these websites are trust icons, testimonials, and numbers/data. While case studies are also relatively common, websites often reserve them for landing pages or dedicated sales pages where they can provide more in-depth information and exert their persuasive influence closer to the point of conversion.

For initial introductions and building trust, trust icons, testimonials, and numbers/data are particularly effective.

The next question is: How can you enhance the authenticity of your social proof? Consider these strategies:

1. Incorporate Images: A study indicated that using images can enhance the believability of claims. Include pictures of individuals providing testimonials or featured in case studies to make your social proof more relatable.
2. Provide Context for Testimonials: Enhance credibility by including the person’s name, company, job title, and, if feasible, a link to their website or social media profile.
3. Feature Recognizable Sources: Whenever possible, leverage testimonials and case studies from industry-recognized brands or individuals. Familiar sources resonate more strongly with your target audience.
4. Integrate Videos: It’s no secret that videos tend to be more engaging and believable than text alone.
5. Prioritize Specificity: Ensure your A good testimonial and case studies focus on a specific benefit, outlining how it addresses a particular pain point, and highlighting tangible results.
6. Link to External Reviews: Visitors understand that you’re likely to showcase only positive reviews on your own website. Linking to link to the reviews on external platforms enhances trust and transparency.

Videos on the Homepage: Strategic Use

While some experts advise against incorporating autoplay background videos on homepages, I believe “click-to-play” videos, functioning similarly to “More Info” CTAs, can be highly effective.

Out of the 50 websites analyzed, 18 (36%) featured at least one video on their homepage.

Considering the hype surrounding video marketing as the future of content, I anticipated a higher adoption rate among these top websites.

One possible explanation is that many websites reserve the persuasive power of video for their landing pages and sales pages, where visitors are more informed about their products. Videos often excel at evoking emotions rather than conveying detailed information, making them ideal for later stages in the customer journey.

Another possibility is that some websites perceive homepage videos as potential distractions, especially when their primary goal is lead generation. Concise copy might be perceived as a more efficient way to achieve that specific objective.

Content Offers on the Homepage: Value Exchange

The final homepage element I analyzed was the strategic use of content offers.

Out of the 50 websites, 17 (34%) offered at least one form of downloadable content (e-books, reports, webinars, etc.) that required visitors to provide their contact information.

This approach presents an excellent opportunity to showcase your expertise and generate valuable leads from a relatively static page.

Hootsuite demonstrates this effectively by offering a Forrester study as a downloadable content piece on their homepage.

Consider experimenting with content offers on your homepage to potentially boost your opt-in rates. Industry reports, comprehensive guides, and valuable webinars are all excellent content offer options to explore.

Key Takeaways from Analyzing Top Website Homepages

After thoroughly examining the homepages of the top 50 websites in SimilarWeb’s “Business Services” and “Online Marketing” categories, I extracted the following key insights (refer to the detailed analysis, graphs, and insights above for a comprehensive understanding):

1. CTAs Above the Fold: 80% of the top websites feature at least one CTA above the fold.
2. Dominant CTA Type: The “More Info” CTA type (including variations like “Learn More,” “Watch Now,” “Find Out More,” and “Read More”) reigns supreme above the fold.
3. Winning CTA Combinations: The most effective CTA combination above the fold is “More Info” paired with “Sample” types.
4. Social Proof as Standard: A significant 82% of the top websites strategically incorporate at least one type of social proof on their homepages.
5. Most Used Social Proof: “Trust Icons” (54%) and “Testimonials” (50%) emerged as the most frequently used social proof elements.
6. Video Use: Only 36% of these top websites incorporate videos on their homepages.
7. Content Offers for Lead Generation: A relatively low 34% of the top websites offer valuable content (e-books, white papers, webinars, etc.) in exchange for visitors’ contact information on their homepages.

Importantly, this analysis isn’t suggesting that you should blindly imitate these practices. Instead, view it as a framework for testing and optimization. As entrepreneur Sam Ovens wisely states, only practice makes you self-confident.

The insights highlight that many leading websites are achieving positive results by avoiding immediate purchase pressures. They prioritize educating their visitors with “More Info” and “Sample” type CTAs before steering them towards conversions. Experiment with this approach on your website and analyze the results.

Determine if a significant portion of your customer churn originates from those who make instant purchases versus those who engage with your educational content beforehand. This analysis can help you determine whether you should dedicate more effort to educating your visitors before pushing for conversions.

Hopefully, this exploration of best practices for homepage design provides you with a solid foundation for boosting your website’s performance and increasing valuable, long-term conversions.