8 Homepage Design Elements That Attract New Customers

8 Homepage Design Elements That Attract New Customers

Homepage design can make or break a potential customer’s first impression of your business. It is especially important for e-commerce business owners to use effective homepage content to convert curious website visitors into satisfied customers. While there are plenty of tools and resources like Shopify themes that could help you make the best homepage design for your business, knowing the elements of homepage design and taking a look at some examples of how other businesses tackled homepage design could provide insight, tips, and inspiration. In this article, we’ll take a look at the homepage design elements, homepage examples, and homepage design templates to help you get started on designing the best homepage ever.

What Is Homepage Design?

A homepage is the main page of your website, and homepage design refers to the images, text, links and other features contained in a homepage. Your homepage is typically where people are directed when they enter the root domain of your website into a web browser on a computer or mobile device. What you put on your homepage is up to you. Certain elements like navigation are absolutely necessary in an effective homepage design, while other elements like testimonials and reviews can be switched out depending on the nature of your business. Below are the best basic homepage design elements that you should consider incorporating into your business’ homepage.

Best Homepage Design Elements

Your homepage should give visitors an accurate representation of your business, but it should also help you convert those visitors into customers. There are certain items you will definitely want to include on your homepage to ensure that anyone who sees it gets a good idea of your brand, your product, and how they can purchase it. Check out the best homepage design elements below and consider incorporating them in your website’s homepage.

1. Logo and Branding

While this one might seem like a no-brainer, it’s important to pay close attention to how you portray your company’s logo and branding on your homepage. You want your homepage to effectively convey your company values to anyone who visits. You can achieve this by choosing your brand colors for the background and in the images, using a uniform font, displaying your logo in a prominent location, and incorporating your slogan or company values somewhere in the homepage text. Anyone who finds themself on your homepage will immediately know who you are, and what you’re all about.

2. Headline and Subheading

The headline and subheading you choose for your homepage design will most likely be the first thing visitors look at when they arrive, so choose it wisely. Use persuasive language to say something about your business. The headline will appear in large text, and the subheading in smaller text beneath it. Ensure that the headline and subheading flow together and make a convincing argument for checking out your business.

headline and subheading

3. Product Images and Descriptions

Most likely, people who visit your website homepage are new to your business, and would like to see what your product looks like. When you incorporate product images in your homepage design you have a chance to portray the product any way you like. The images could portray people using your product, or could just be pictures of the product itself. You could also use images of your product in conjunction with text that describes what your product does, or labeling its features. However you choose to use images in your homepage design, just make sure they are on-brand and work towards the goal of portraying your product exactly how you would like.

4. Calls to Action (CTAs)

If you don’t include calls to action on your homepage, you are missing tons of sales opportunities. Potential customers often visit your home page because they are curious about your product, or to find more information about it. Once they arrive, you want to not only inform them but sell to them. An easy way to create calls to action on your homepage is to incorporate call-to-action buttons into your homepage design. The button text can say something like “Buy now!” or “Sign up.” By clicking the button, you can get customers to add an item directly to their cart, join an email list, or learn more about your product — the action is totally up to you.

In the example below, the CTA button simply says “Get Started” and is located in a prominent location where people are likely to click on it.

calls to action ctas

5. Menu and Navigation

It’s crucial to include a menu and navigation on your homepage. Without these homepage elements, website visitors will not be able to find the other pages of your website. You want your menu to make it quick and easy for visitors to find any page they need. The most common type of menu is a top bar menu, which usually can be found under a website’s banner. Using this type of menu, your website content is organized into sections. When a website visitor hovers over any one of the sections, subsections appear beneath it, allowing them to navigate to any page with just one click. If it suits your website style or brand better, you can also use a side navigation bar that operates in the same way. Many websites also include navigation at the bottom of the page in addition to a menu bar.

6. Contact Information

Business address and contact information is an especially useful homepage design element for brick-and-mortar businesses. If customers access your business physically, you should prominently display the location and phone number on your homepage so they can easily find you. It’s also helpful to display an email address customers can use to get in contact with you.

Other types of businesses, especially those that exist exclusively on the internet, could include a sign-up form for an email newsletter. However, make sure to include contact information, like an email address or contact form, somewhere on the website.

contact information

7. Awards and Press

Depending on your field, your business may have been the recipient of an award that you should show off on your homepage. Maybe your restaurant ranks high on review websites or your subscription service was featured in a magazine — proudly display evidence of this in your homepage design. Other awards could be titles from a business conference or consumer rankings. Basically, any positive certificates or reviews should be incorporated.

8. Customer Testimonials

Positive feedback from your current customers is a key factor in attracting new ones, so why not include customer testimonials on your homepage? You may want to simply incorporate quotations from customers as text, or include photos as well. Customer testimonials can also be incorporated using user-generated content. Look for customers sharing information about or images of your product on social media, then embed those posts on your website homepage. The testimonials will ensure that new customers are confident in their purchases. 

customer testimonials

Homepage Design Examples

Now that you know what goes into an effective homepage, let’s move on to a few examples of homepages across various industries. There are no hard and fast rules as to what you have to include on your homepage — after all, your website probably has other pages with more content — so use these examples to help you think outside the box when it comes to the elements you want to include, and how to include them.

1. Warby Parker

Warby Parker is an eyewear company, and its homepage includes plenty of information that can help customers find the type of frames and lenses they are looking for, and even learn more about the product. Beneath the banner with the company’s name, the menu navigation organizes the products into a few categories, like glasses, sunglasses, contacts, and eye exams. There is an offer to try five frames at home with CTA buttons that lead to women’s and men’s frames, and a link to a quiz to find the ideal frames.

warby parker menu

Near the bottom of the page, customers can find information about blue-light-filtering lenses and a CTA button prompting you to “Learn more” about them. Where the leading image shows people wearing the glasses, the images near the bottom are more design-oriented, but carry out the brand theme.

homepage design theme

The Warby Parker homepage doesn’t have too much information on it, but is easy to navigate and includes a few calls to action for curious customers. The most striking element of the page, however, is the color palette and font choices. Everything is uniform, and by keeping the shades of blue and grey consistent across images, you really get a feel for the brand just by scrolling through the homepage.

2. Cheryl’s Cookies

A holiday cookie delivery service like Cheryl’s Cookies caters to all kinds of customers with all kinds of tastes, so it’s important to show the variety of products on the homepage, and make it easy to find any type of cookie. The menus at the top show cookies organized into various categories as well as partner brands. There is also a search bar, where potential customers can enter any type of cookie they like to see if it is listed on the website. 

cheryls cookies

Cheryl’s Cookies also makes use of a headline and subheading that capture a festive holiday spirit. Below the headers is a CTA button enticing people to click and browse the Thanksgiving treats available from the shop.

3. Wine Insiders

Wine Insiders is a popular subscription service that allows customers to have their favorite types of wine delivered straight to their homes. The Wine Insiders homepage contains many of the best elements of effective homepage design, including the must-have basic elements like navigation and CTAs found near the top of the page. 

homepage design header

Scroll down, however, and you will find a wealth of information including icons that help convey the most valuable features of the Wine Insiders service. Beneath the features are customer testimonials describing more features, like good deals on wine, fast shipping, and delicious products.

homepage testimonials

The Wine Insiders has more than just reviews — customers can shop from various wine collections right from the homepage as well. There are images of each set of wine to entice you, and plenty of variety that you can see by scrolling through the carousel of collections. Clicking on one of the images will take you to the product page, where you can make a purchase. Keep scrolling to the bottom of the homepage, and you will see “Wine 101” blog posts in case you want to learn even more about the product, and the logos of publications in which Wine Insiders has been featured. Including these logos ensures customers that they are ordering from a popular and trustworthy business.

homepage publications

Homepage design templates

Creating a visually appealing and effective homepage might sound like a daunting task to business owners who are new to web design. However, you don’t need a lick of coding skill to create the homepage of your dreams — Shopify themes make it easy for anyone to design an e-commerce website that will draw in customers and facilitate a seamless user experience. With various menu layouts, ways to display products and information, and opportunities to show off your product, there is a Shopify theme for every type of business. Browse free and paid Shopify Themes until you find one that looks great, meets your needs, and fits with your budget.


In some cases, the homepage is the most important page on a website. It’s your business’ first chance to make a sale, or at the very least inform a potential customer about what you have to offer. So, keep in mind the elements that make an effective homepage. Think about what images to include, what your headline and subhead will be, where you want to include CTAs and generally what you want your homepage to look like. It might take a bit of trial and error before you can create the homepage of your dreams, but with tools like Shopify themes, you’ll be able to quickly make an awesome homepage.