Analysis of 200 Business Homepages
For my upcoming book on corporate web design, I surveyed the homepages of 200 companies. This focus of the study was to see what kind of content businesses felt important enough for their homepages, from product spotlights to copyright information, plus a bit of general usability as well. In all, 13 unique points were evaluated.
While general concepts and development practices are applicable to businesses of all sizes, working through the detailed nuance of a site design requires particular attention to the unique ways a company markets themselves in their sector. This is particularly true in regards to the homepage design.
To offer a broad overview of how small and medium businesses present themselves, part of my upcoming book’s research involved analyzing the homepages of 200 small companies. These companies are pulled from the 2006 Inc. 500 list, and represent a diverse set of industries — staffing services, coffee shops, technology consultancies and more.
Most of the candidates were pure brochure sites, and a few incorporated e-commerce. The selection was deliberately random; the only discriminating criterion was the exclusion of pure e-commerce sites like Zappos.
Below is the diagram collecting the survey results. There is also a short description for each aspect of the study to better explain what was required to qualify for a particular item.
- Global navigation [98.5%]: The criterion was simple — is the global navigation on the homepage consistent with the rest of the site? The audience should not be surprised by a different menu when they actually click beyond the homepage.
- Logo links to homepage [74.5%]: Fairly self-explanatory. This is very encouraging to see. On most sites, the logo link was universal, including the homepage; on some, the functionality was just internal and the homepage logo did nothing.
- Design above the fold [51%]: This was met if the website homepage did not produce vertical or horizontal scrollbars when viewed in the Firefox browser on a PC, in its default state, at a resolution of 1024×768.
- Company description [67.5%]: The number of companies including a short description encapsulating what they did was disappointingly low; there were too many sites that simply left me scratching my head.
- Billboard [60%]: The precise requirements of this item are a bit soft, but my definition of a billboard is compelling graphic that incited a click. Large, non-functional photographs do not count.
- Testimonial [11%]: This is an actual quote provided by a customer, represented as a complete sentence, with proper attribution (name, company, and possibly position) included.
- Featured product [28.5%]: If any type of product or service received a special highlight, it was included. This was especially popular for sites that had e-commerce functionality, as they were advertising products they wanted me to buy right there.
- News / press releases [51%]: This includes one or more news or press release headlines linking to the news section.
- Search field [21.5%] / Login fields [8%] / Newsletter subscription [10%]: Websites only met these criteria is the actual field and button was present. Many sites, for instance, had a login link going to a separate page, but that is just another item in the navigation so it does not count as homepage content.
- Properly written copyright [80.5%]: Many websites did not have any copyright at all; others were incomplete.
- Out of date copyright [32%]: Too many copyright notices were painfully outdated, some going back to 2001 and 2002. (Keep in mind this survey was conducted in May of 2007, so these companies had months to update this information.) 32% represents all of the companies surveyed; a more pertinent statistic is that of the 161 companies that did include a copyright, almost 40% were out of date.
I’ll be the first one to admit this study is not particularly scientific, and may not even be that useful; some of the metrics are definitely more useful than others. But for some casual numbers, or to reinforce a point to a client (“The logo should really link to the homepage … see how many others do it?”), it might be of use.