Your Home Page is Your Storefront; Invite Visitors In

Read the excerpt from the article below and frame its approach to doorways within the context of your own web doorway. Your home page is an 8 second invitation that will either persuade a visitor that you have the answers to their questions or to return them to the search page where they'll click on the next likely suspect. So here's a key - know what questions your prospects are seeking the answers for and be sure that your Home page gives them confidence that if they enter, they will find those answers...

Roll Out the Welcome Mat
In retail environments, doorways should entice people to enter. This also makes them an ideal opportunity to create a distinctive impression. When surfing-oriented clothing company Pacific Sunwear wanted a redesign, Gensler’s team created a high-concept entryway for its mall stores. “Instead of a sign above the door,” Duvall says, “we used a curved portal as an entrance.” Looking through the portal, customers’ eyes are drawn to the illuminated wall at the back of the store where shoes are displayed. (source: Corporate Identity through Architecture, Business 2.0, November 2005 - Article URL—may require registration)

Quick observations:

• The store entryway (its graphics) enhance, frame and reveal the stores content. It doesn't detract or obscure what's within. Question: Do you hide your web offerings between unnecessary and distracting graphics or flash animations?
• "...customers’ eyes are drawn to the illuminated wall at the back of the store..." Question: Are your Calls to Action (the decisions or actions you want your visitors to take - click, subscribe, buy, contact) clear and enticing? I can't even see the shoe wall in the picture above and I'm enticed by them.

So next time you go to the mall, consider which stores invite you in and why are you compelled to enter then look at your site. Does it engage you in the same way? If not it might be time for some remodeling.

Thanks for reading,

tom.gray@gemsolv.com
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