By Scott Clasen, Director of Marketing
In an effort to expand our blog beyond just the walls of the National Sports Center, we've asked Carson Kipfer, co-founder and chief visionary officer with TST Media to contribute periodically to our blog. We've entered into a partnership with TST Media to remake our websites using their NGIN system, a platform that numerous clubs and associations that frequent the NSC use. Carson has great insight into how to fully leverage your club's web presence. Here's Carson's recent work about how to dominate your club's homepage:
It is common knowledge that your website is the official communication clearinghouse for your club. When someone is seeking club information, they hop online and head straight to your club’s website homepage.
But once they arrive on your club’s homepage, how easy is it for a visitor to find the content that they’re looking for?
Many website managers try to accomplish too much with their club’s homepage, which in many cases creates an overwhelming and unusable mess of disconnected content. With homepage design, less is definitely more. To accomplish this, think of your homepage as an easily scannable teaser that directs site visitors to more immersive and in-depth information located deeper within your website. (Example: don’t display the entirety of an important five paragraph announcement, just display the title, a sentence of teaser text, and a link to read more.)
To determine what to highlight on your site’s homepage, ask yourself one extremely important question: What content is most important to most visitors? Try and limit your response to 5-10 timely content areas.
Use this list of effective homepage content areas to help determine what to include on your club’s homepage:
- Recent news and announcement teasers (and a link to view all news and announcements)
- Recent, in-progress and upcoming games (and a link to view your entire schedule)
- Current stat leaders (and a link to view complete club statistics)
- Current standings
- Calls to action (such as registration, donations or joining a mailing list)
- Current promotions (link to more information)
- Shortcuts (link to the most frequently requested pieces of content)
- Social network connections (Twitter, Facebook, YouTube, Flickr, Ustream, etc.)
- Multimedia previews (link to recent photos and video)
Research has shown that it takes less than 1/20th of a second for visitors to formulate their first impression of a website and the organization that it represent... so don’t overlook the value of great homepage design.