They say you can only make a first impression once. Positive, or negative, this first encounter sticks with people forever. The same is true for your web site.

The purpose of your web site’s home page is to:

• greet site users
• say who you are
• and communicate what you offer and how it’s useful to them

A successful home page incorporates research, effective design and clear, intuitive usability. Developing a strategy for success requires a critical understanding of your site visitors and an experienced design team.

First, explain yourself. Always address the newcomer by answering the question “What is this place, and what is it about?” If the site does not immediately address this question, the user will feel frustrated and leave, most likely never returning to your site. To prevent this, consider visual hierarchy. This is how it should work:

• draw the user’s eye to your logo
• present a clear introductory paragraph and relatable image
• highlight the main navigational system
• recede less important elements
• use bold colors, big typography and high impact photography in moderation

Show ‘em what’s new. A repeat visitor will become bored with your home page if it never changes. By telling them what’s new, or displaying fresh messages, images or flash rotations, you can help keep them informed and eager to return.

Keep it clean. Decide what’s really important. Allow your site message to breathe, as well as your site audience. Clean, simple home pages should showcase the most important information, and call users to action. Consider a subtractive process. Remove any home page elements that are not absolutely necessary.

Steer clear of generic. Blah photography can sink a home page in seconds. With photography options abound, the perfect image to tell your story is out there. High-impact photography may very well be the link between your site and the visitor.

Control your color palette. Color sets the mood for your home page. Just as you want the message of your site to be clear and concise, color should abide by the same rules. Consider contrast. Choose colors with varying hues and intensities, as this allows for messaging to pop. Users read text to get more information about you, so make it easy for them.

And lastly, say no to cheesy. Home pages can look cheesy, amateur, disorganized and out of sorts. Multiple animations, animated GIFs, anything that blinks, splash pages, default blue links, and standard beveled bordered tables, for example, are not your friends. “Under Construction” landing pages with little men working are your worst enemy.

By not diluting your core message, the home page has done its job in representing your organization.

Have a nice home page.