When talking about the precious seconds to make first impressions with your website one element tends to go under the radar as most important. The header. Its more than a placeholder for your logo and navigation- its critical for shaping visitors impressions of your brand. A well designed header draws in users attention making navigation intuitive, while a poorly made one can confuse and deter potential customers as they struggle to navigate.
We will explore must-have elements for an effective website header- as well as the common hangups to avoid so you can ensure your designer creates a header that converts into engagement.
1. Make Branding Clear
Like every good introduction there needs to be a firm introduction or handshake. Your header is your brand’s handshake- it needs to establish who you are instantly, while not overwhelming visitors.
What to Do:
- Prominent Logo Placement:
Center stage of the introduction should be your logo to immediately introduce the identity of your brand. Typically designers place it in the top left corner- conforming to tradition in this case can be helpful while deviating can draw visitors attention. Make the logo clickable as most users now expect it to lead back to the homepage.
- Cohesive Design
You want your brand to convey consistency and intention. Use consistent colors, fonts, and imagery to align the header to the overall brand. Keeping it cohesive and allowing the header design to transition naturally to the rest of the website gives a professional and polished look.
What to Avoid:
- Visual Clutter:
While we want a cohesive design to connect with the rest of the website leave a large majority of the intricate design out of the header. Keep your header clean and minimal so visitors can focus on the essentials.
- Oversized Logos:
While important in the handshake of your business the logo shouldn’t become oversized. A logo that dominates the room, or conversion, leaves little room for navigation and call-to-actions. Ensure a size that introduces the brand and then steps back for the other elements to do their job.
2. Guide Users, Keep It Simple
As we talked about previously navigation is one of the most important functions of your website, helping users find what they need with ease. Most importantly it resides in the header.
What to Do:
- Streamlined Menus:
This isn’t the place to link to every page on your website. Include only the most important pages in your navigation bar, such as Home, Services, About, and Contact.
- Mobile-Friendly Design:
While we want to avoid overuse of dropdown menus including collapsible menus for smaller screens is invaluable. A header geared towards smaller or tiny screens is important to guide your users while they are out and about.
What to Avoid:
- Overstuffed Menus:
We want to move away from dropdown menus as they increase complexity and hide pages a customer may need to find quickly. Remember- if they can’t quickly see how to get the information they need they will bounce to a competitor. Aim for simplicity.
- Hidden Navigation:
Along with dropdown menus avoid placing navigation links in unconventional locations where the customer is unlikely to expect it. Make all menu items visible and intuitive- don’t rely solely on hover effects.
3. Include CTAs- Don't Be Pushy
As the main introduction to your brand it is prime real estate for guiding visitors towards specific actions- however, with that comes responsibility to be intentional and unobtrusive in your invitations to action.
What to Do:
- Action-Oriented Buttons:
Clear CTA, such as “Get a Quote” or “Schedule a Demo”, should be prominently displayed within the header. Tradition normally places it in the top right corner- after the visitors sees all of the information the header has to give. Use a contrasting color to make it stand out from other buttons.
- Secondary CTAs:
If needed, and able to do so cleanly, use secondary actions. These should support, not compete with, your primary goal. Consider moving these to the footer for the sake of a non chaotic header.
What to Avoid
- Generic CTAs:
Phrases like “Click Here” lack specificity. Our goals with CTAs should be to guide the user to the next step they are already about to take based on your previous content- don’t leave doubt of where the link will take them.
- Overcrowding:
Multiple buttons or conflicting actions will quickly dilute the message and confuse users. Consider focusing on your primary goal in the header. If you need to have two CTAs in the header make the secondary small and a normal button color.
An effective website header is all about finding the sweet spot between simplicity and functionality. By incorporating clear branding, streamlined navigation, and action-oriented buttons while avoiding clutter, poor responsiveness, and missing details, you can create a header that keeps visitors engaged and moving through your site.
