5
The Homepage
The Homepage
The homepage is different from all other Web
site pages. A well-constructed homepage will project a good first
impression to all who visit the site.
It is important to ensure that the homepage has all of the features
expected of a homepage and looks like a homepage to users. A
homepage should clearly communicate the site's purpose, and show
all major options available on the Web site. Generally, the majority of
the homepage should be visible ’above the fold,’ and should contain a
limited amount of prose text. Designers should provide easy access to
the homepage from every page in the site.
Research-Ba s e d We b D e s i g n & U s a b i l i t y G u i d e l i n e s
5:1 Enable Access to the Homepage Relative Importance: 35
Guideline: Enable users to access the homepage Strength of Evidence:
The Homepage
from any other page on the Web site.
Comments: Many users return to the homepage to
begin a new task or to start a task over again. Create an easy and obvious
way for users to quickly return to the homepage of the Web site from any
point in the site.
Many sites place the organization’s logo on the top of every page and link
it to the homepage. While many users expect that a logo will be clickable,
many other users will not realize that it is a link to the homepage. Therefore,
include a link labeled ‘Home’ near the top of the page to help those users.
Sources: Bailey, 2000b; Detweiler and Omanson, 1996; IBM, 1999; Levine,
1996; Lynch and Horton, 2002; Nielsen and Tahir, 2002; Spool, et al., 1997;
Tullis, 2001.
Example:
This Web page provides links to both the main organization homepage (clickable
‘National Cancer Institute’ logo in the upper left corner) as well as the sub-
organization homepage (‘Cancer Control Home’ link placed in the upper right corner).
These logos and their placement remain constant throughout the Web site.
R e s e a r c h - B a s e d We b D e s i g n & U s a b i l i t y G u i d e l i n e s
36 5:2 Show All Major Options on the Homepage
Guideline: Present all major options on the Relative Importance:
The Homepage
homepage.
Comments: Users should not be required to click Strength of Evidence:
down to the second or third level to discover the full
breadth of options on a Web site. Be selective about
what is placed on the homepage, and make sure the
options and links presented there are
the most important ones on the site.
Sources: Farkas and Farkas, 2000; Koyani, 2001a; Nielsen and Tahir, 2002;
Nielsen, 2001b.
Example:
All major topic areas and categories are presented at the
homepage level.
See page xxii
for detailed descriptions
Research-Ba s e d We b D e s i g n & U s a b i l i t y G u i d e l i n e s of the rating scales
5:3 Create a Positive First Impression of Your Site 37
Guideline: Treat your homepage as the key to Relative Importance:
The Homepage
conveying the quality of your site.
Comments: In terms of conveying quality, the Strength of Evidence:
homepage is probably the most important page
on a Web site. One study found that when asked
to find high quality Web sites, about half of the
time participants looked only at the homepage. You will not get a second
chance to make a good first impression on a user.
Sources: Amento, et al., 1999; Coney and Steehouder, 2000; Mahlke, 2002;
Nielsen and Tahir, 2002.
Example: This homepage creates a positive first impression:
• Tag line increases users’ understanding of site;
• Key topic areas are presented in order of importance and are easy
to scan; and
• Up-to-date news stories are available.
R e s e a r c h - B a s e d We b D e s i g n & U s a b i l i t y G u i d e l i n e s
38 5:4 Communicate the Web Site’s Value and Purpose
Guideline: Clearly and prominently communicate Relative Importance:
The Homepage
the purpose and value of the Web site on the
homepage.
Strength of Evidence:
Comments: Most people browsing or searching
the Web will spend very little time on each site.
Emphasize what the site offers that is of value to
users, and how the site differs from key competitors. Many users waste time
because they misunderstand the purpose of a Web site. In one study, most
users expected that a site would show the results of research projects, not
merely descriptions of project methodology.
In some cases the purpose of a Web site is easily inferred. In other cases, it may
need to be explicitly stated through the use of brief text or a tagline. Do not
expect users to read a lot of text or to click into the Site to determine a Site’s
purpose. Indicating what the Site offers that is of value to users, and how the
Site differs from key competitors is important because most people will spend
little time on each Site.
Sources: Coney and Steehouder, 2000; Nall, Koyani and Lafond, 2001; Nielsen,
2003.
Example: Concise taglines help users understand your site’s purpose.
Research-Ba s e d We b D e s i g n & U s a b i l i t y G u i d e l i n e s
5:5 Limit Prose Text on the Homepage 39
Guideline: Limit the amount of prose text on the Relative Importance:
The Homepage
homepage.
Comments: The first action of most users is to scan Strength of Evidence:
the homepage for link titles and major headings.
Requiring users to read large amounts of prose
text can slow them considerably, or they may
avoid reading it altogether.
Sources: Bailey, Koyani and Nall, 2000; Farkas and Farkas, 2000; Morkes and
Nielsen, 1998.
Example:
Clean, prose-free design allows users to quickly discern the primary headings and
sub-headings without the distraction of paragraphs of text.
See page xxii
for detailed descriptions
of the rating scales R e s e a r c h - B a s e d We b D e s i g n & U s a b i l i t y G u i d e l i n e s
40 5:6 Ensure the Homepage Looks like a Homepage
Guideline: Ensure that the homepage has the Relative Importance:
The Homepage
necessary characteristics to be easily perceived as a
homepage.
Strength of Evidence:
Comments: It is important that pages ’lower’ in a site
are not confused with the homepage. Users have
come to expect that certain actions are possible
from the homepage. These actions include, among others, finding important
links, accessing a site map or index, and conducting a search.
Sources: Farkas and Farkas, 2000; Ivory and Hearst, 2002; Ivory, Sinha and
Hearst, 2000; Lynch and Horton, 2002; Nall, Koyani and Lafond, 2001; Nielsen
and Tahir, 2002; Tullis, 2001.
Example:
This homepage has characteristics
that help ensure that it is distinct
from second and third tier pages:
• Masthead with tagline;
• Distinct and weighted category
links listed in order of priority;
and
• All major content categories are
available.
The second and
third tier pages
use a less visually
imposing masthead
and specific content.
Research-Ba s e d We b D e s i g n & U s a b i l i t y G u i d e l i n e s
5:7 Limit Homepage Length Relative Importance: 41
Guideline: Limit the homepage to one screenful Strength of Evidence:
The Homepage
of information, if at all possible.
Comments: Any element on the homepage that must immediately attract the
attention of users should be placed ’above the fold.’ Information that cannot
be seen in the first screenful may be missed altogether—this can negatively
impact the effectiveness of the Web site. If users conclude that what they
see on the visible portion of the page is not of interest, they may not bother
scrolling to see the rest of the page.
Some users take a long time to scroll down ’below the fold,’ indicating a
reluctance to move from the first screenful to subsequent information. Older
users and novices are more likely to miss information that is placed below the
fold.
Sources: Badre, 2002; IBM, 1999; Lynch and Horton, 2002; Nielsen and Tahir,
2002; Spyridakis, 2000.
Example: Users can view all of the information on this homepage
without scrolling.
See page xxii
for detailed descriptions
of the rating scales R e s e a r c h - B a s e d We b D e s i g n & U s a b i l i t y G u i d e l i n e s
42 5:8 Announce Changes to a Web Site Relative Importance:
Guideline: Announce major changes to a Web site Strength of Evidence:
The Homepage
on the homepage—do not surprise users.
Comments: Introducing users to a redesigned Web site can require some
preparation of expectations. Users may not know what to do when they are
suddenly confronted with a new look or navigation structure. Therefore, you
should communicate any planned changes to users ahead of time. Following
completion of changes, tell users exactly what has changed and when the
changes were made. Assure users that all previously available information will
continue to be on the site.
It may also be helpful to users if you inform them of site changes at other
relevant places on the Web site. For example, if shipping policies have
changed, a notification of such on the order page should be provided.
Sources: Levine, 1996; Nall, Koyani and Lafond, 2001.
Example: Creating Web pages that introduce a new look or changes in the
navigation structure is one way of re-orienting users after a site redesign.
Research-Ba s e d We b D e s i g n & U s a b i l i t y G u i d e l i n e s
5:9 Attend to Homepage Panel Width Relative Importance: 43
Guideline: Ensure that homepage panels are of a Strength of Evidence:
The Homepage
width that will cause them to be recognized as
panels.
Comments: The width of panels seems to be critical for helping users
understand the overall layout of a Web site. In one study, users rarely selected
the information in the left panel because they did not understand that it
was intended to be a left panel. In a subsequent study, the panel was made
narrower, which was more consistent with other left panels experienced by
users. The newly designed left panel was used more.
Sources: Evans, 1998; Farkas and Farkas, 2000; Nall, Koyani and Lafond,
2001.
Example:
The width of these panels (wide enough to clearly present links and navigation
information, but narrow enough so that they do not dominate the page) allow the user
to recognize them as navigation and content panels.
See page xxii
for detailed descriptions
of the rating scales R e s e a r c h - B a s e d We b D e s i g n & U s a b i l i t y G u i d e l i n e s