In 2017, text heavy homepages are giving way to stripped-down styles that deliver the fast, image-focused design users now want.

In the recent past, SEO copywriters would come at designers with a warning.  We have to get our SEO copy on the homepage above the fold or it will hurt our ranking!

This resulted in many homepages designed with the idea that every bit of information about the business had to be packed in above the fold (the area of the page visible without scrolling down).  That resulted in homepages like this:

There is a strange twist at work here.  The business, concerned that impatient web surfers would not take the time to scroll down or navigate their site to find information, felt they had to put everything in view the first instant the visitor arrived on site.  However, those impatient visitors would bounce off the page when confronted by uninviting, long blocks of text.

Today, “above the fold” is not considered an area where everything has to happen at once.  The big difference is that users – particularly on mobile devices – are more inclined to scroll down the page.

Mobile Users Scroll

The change towards simple homepage designs is a prime example of how user behavior influences web design overall.

Mobile users on increasingly larger phone screens scroll down web pages.  Not only is it easy to do with your thumb, but there was never any chance a business was going to pack all their information above the fold on a phone screen.

The impact of mobile design crosses over to all devices.  Today, instead of a design meant for desktops that’s rearranged by mobile responsive software, desktop designs are adopting the layout of mobile designs.

Air Out Your Hero Shot

Homepage designs in 2017 now give you the opportunity to design a light, airy hero area that draws in your visitors.

For example:

In this case, the hero is the auto body work.  This image does a great job of generating interest in the service.

Or:

This image has a genuine, real feel (as opposed to just using a stock photo) that connects strongly to the service.  Not only does it draw you in, but it connects to the offering.

Remember that if you want your image to be more than just background, you need to apply the principles of the hero shot.  You want to maintain simplicity, but you also want to use information-carrying images that help visitors get an immediate sense of the benefits you offer.

Communicate Value

Designs today have minimal text above the fold, which means the text that’s there is more important than ever.

The headline that appears above the fold on your website is the first statement in your value proposition.  To draw people in, you start by communicating the benefits of your offer in a clear, concise statement:

This homepage immediately hits you with a benefits statement.  They don’t waste time trying to explain how it works or delving into a story about binge drinking.  You know why you should care, and what you can do next.

You want to be concise and simple, but you also need to be specific.  A big stock photo with a vague headline will lose many visitors, causing them to bounce off your site.

Both your value statement and image must pique the visitor’s interest so they’ll scroll down, learn more, and take the desired action.

Details and SEO

When you get site visitors to scroll down, you can then present more information which details your value proposition and repeats your call to action.  You can add details about your business, reviews/testimonials, and contact information.

You also want to use your keyword targets and SEO best practices to make sure Google understands what your page is about.  Keep in mind that the simple, minimal text area above the fold won’t do much for your SEO.  You need to develop that content further down the page.

These page designs work like a funnel.  At the top you grab the visitor’s attention and communicate that you have what they need.  When they scroll down, they’re indicating that they’re interested in learning more, so you can offer information that takes more time to consume.

The area above the fold on your website is the hook in a story.  It should leave visitors wanting more.

The best homepage designs are simple but refined.  If your homepage user metrics are poor, try testing your images and word choice to find content that engages your audience.

You only have an instant to draw the visitor in, but that instant is the most important in your digital interaction with a prospective client.  When they scroll down your page, they’re moving slightly closer to converting.