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“If content is Batman, then everything else is Robin.” – Mark Geyer.

You never get a second chance to make an impression. This means your website needs to be both compelling and informative. This site details how you can do that.

The main heading

The role of the main heading, the H1, is to tell your digital visitors who you are and what you do. No welcomes, no fillers, no fluff, cut to the chase and state who, why and what. If you had to explain to a real-life visitor what your department, centre or division is and does, what would you tell them? The H1 text also forms a prominent part of your search engine results display.

The homepage

The homepage is perhaps the least understood of all pages within a website.

Think of the lobby in a building. Having entered the building, you look at the directory to find where you need to be or go. Apply this thinking to your homepage.

Web visitors won't read every word on the page, they will skim, so stick to the point. Remember to keep your content up to date, make it informative, trustworthy and authoritative.

But also remember that many visitors will never see your homepage, but will follow search engines directly to content. This means your main navigation elements need to be universal, clear and consistent.

Calls to actions

What do you want people to do or go to once they have made it to your website? Prompt your visitor with a call to action.

What is a call to action (CTA)?

Staying with the building lobby idea, a CTA might be a sign saying 'Visitors please report to reception'.

In the digital realm, they are a text snippet with a link – sometimes words, sometimes a button. They prompt your web visitors to do, learn or find something on your site. This could be to:

  • Visit another page
  • Apply for something
  • Download a document
  • Join a mailing list
  • Buy something etc
  • Chat online with an adviser
  • Find out more about our ongoing research

Write great calls to action

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