Rand recommends keeping the logo and navigation design consistent throughout the site and on the homepage. This is because while homepages previously promoted many sections of the site, homepages now instead should allow users to easily navigate all the main sections of the site. Keeping the logo and navigation consistent will help achieve this.
Users are becoming increasingly impatient as they browse more webpages everyday. This means to compete for attention it’s best to leave out long paragraphs of text and opt for more visual-centric means to succinctly communicate your value proposition.
As Google gets more sophisticated, having a homepage jam-packed with as many keywords as possible is no longer beneficial. Instead, keep your homepage focussed on a few keywords which may only be branded keywords.
Like with keyword usage, spreading yourself too thinly targeting as many types of customers as you can is not necessarily the best idea. Focus on your most important type of customer and serve their needs. Including FAQs on the homepage is a good way to satisfy the needs of your user, then and there.
Do not worry about keeping all the content on your homepage above the ‘fold’ so users don’t have to scroll. If your UX is compelling, the user will happily scroll. Also, make sure you guide your user to one or multiple calls to action on the homepage.
Social Proof and Credibility
Use the logos of clients, news outlets that cover you and testimonials as a way to provide social proof to your users. Testimonials are particularly effective when they’re from someone familiar to your users.