In this article, we offer tips, tricks, and inspiration that will help you design a homepage that gets results. A webpage might look beautiful and eye-catching but it is only valuable if it can convert visitors to revenue/sales. 

The typical eye patterns

From eye-tracking research, it was identified that researchers scan through web pages in two distinct ways: the F-pattern and the Z-pattern.

The F-pattern is mostly for text-heavy web pages. It is based on the Western culture where reading is done from left to right. The visitor to your webpage will read from top left to right scanning the header before moving down, searching for keywords and phrases. Once identified, one’s eyes will move to the right, rounding off the F shape.

The other pattern makes a Z across a webpage and is ideally for visually-driven pages. The eye movement again reads across the top of the page, looking for headers before scanning down and completing the Z shape.

Now, let’s get into the structure and content of your webpage.

Focused headline (use of keywords)


With the right headline, you can catch and retain a visitor on your page. A headline always stands out from the rest of your content. Use this opportunity to insert keywords into the headline. It should be clear and direct and meet the expectations of the visitor.

Call to action

A call to action should never be at the top of the page. The top half of your page should be dedicated to emphasizing the need for your product or service. Mix in the text together with images to persuade your visitors. Put your call to action further down the page.

Your visitors’ question

People will visit your page because they are seeking answers with regards to a particular service or product. Content on your page should seek to provide a comprehensive and relevant solution. Make a long page whereby the visitor can keep scanning your content, looking for the answer they need.

Expandable boxes of content

Visitors are more inclined to scanning content at the onset. After identifying a keyword or phrase, they will now read what is offered. Webpage owners should therefore make their content more visible. Don’t hide your content behind tabs and accordions. A visitor should not need to click to reveal something.

The power of pictures

The use of visuals is an important part of any webpage. But don’t just put any pictures, add pictures with people and specifically with people’s faces. Visitors will be drawn to photos with people in them. This shows that you are aiming for a more personal and human touch.

Themes and colors

Colors have been used to convey certain emotions and information. Think of a traffic light; red means stop, amber and green have their connotations. The same idea can be used on your webpage. You can contrast the color of a button or particular content to that of nearby elements; conveying its significance.  


With the information on eye patterns and layout, you now have an idea of where to place keywords, phrases, and calls to action. These tips are guaranteed to catch the eye of your visitors and hopefully convert your traffic into actionable sales.