With the Cone Principle, a website’s pages are structured with high-impact visuals and minimal text at the top. The pages then gradually introduce more and more detail the further you scroll down. This approach allows visitors to quickly and easily scan your homepage to learn who you are, what you do, and how they can interact more with your site. (Note: this principle can apply to other pages on your site, but for the purpose of this post we are focusing on the structure of your homepage.)
At the top of your site, include your logo and the most important tabs in your navigation bar. It's best to pare these down so that they are all visible on one line. The aim on the navigation bar is to guide the visitor. The more options you provide, the harder it’s going to be for them to know where to go—making it more likely that they’ll give up and go elsewhere.
Finally, add text over your image with a quick phrase summarizing your business key offering or a sign-up link.
Warby Parker flawlessly executes this concept on their homepage. They have a clean logo, a small selection of tabs in the top navigation, striking images, and a small amount of text.
Remember to keep it simple. This section is the teaser into the real story. Save the details for the page you are directing the visitor to.
See how Warby Parker invites visitors to try out their product and start browsing their selection of glasses. They provide a direct action (“get started”) for users to move on to the next step.
If you have multiple main services or products, break this section up into columns for a more dynamic look. If you upload multiple image, make sure they are the same size. The same goes for text and other elements within columns.
See how Warby Parker uses this bottom section to offer more details about the company and links to all important content.
Users “bounce” for many reasons, but it’s often caused by poorly organized or overly complicated websites. Users can’t immediately find what they are looking for, so they lose patience and go elsewhere. People often make this decision in the blink of an eye, which is why a well-designed and structured site can help draw them in.
For more inspiration on how to develop a homepage that follows the strategy of the Cone Principle, visit Jimdo’s newly designed website. You can also get started on creating or updating your own website. Here are a few of our favorite new templates that will help you create a successful homepage:
Content Marketing and PR at Jimdo
Melissa joined Jimdo in August 2014 to support social media, public relations, and the blog. She has experience in marketing ranging from event management to content marketing. When Melissa isn’t drafting a blog post, you can find her watching stand-up comedy, attending a concert, or rooting for the Oregon Ducks.