What do you think of the new Apple homepage?
I think it's excellent and here's why:
1. It's designed for its audience, and Apple knows theirs. Most people love or hate Apple, so why bother trying to convince non-believers? Just show them the product. They'll make up their mind or not to buy. Apple doesn't mix up values with features. The iMac value is elegance, design and power.
2. Its simple. One product and six nav buttons above "the fold". No confusion, no proliferation of products or services messing up the message.
3. Clear user focused navigation. This speaks for itself.
4. Brand value. People purchase Apple because it works right out of the box, is simple and is truly beautiful. The new front page reflects this: simple navigation, industrial looking design reflecting the product family (I'm struck by the leanings towards the iTunes interface in the new design) and lack of obvious hard sell messages.
5. Use of images to push the sales message. Look at the home page. One headline, "You can never be too thin.Or too powerful" instead of lots of techspeak about RAM, processor speed etc. The image pulls the user in and within 1 click the info on teshnical data is available to back-up the message. But the look will sell.
OK they can do this because they have a multi-billion dollar marketing and sales budget right?
Correct. But by applying some of this to the average website, improvements can be made. Think about your marketing message, is it simple? Does it come through obviously on your site? Are your customers seeing what you want them to see? Do they realise what the value of your service is rather than being confused by the features? Know your audience, communicate directly with them, and simplify the message.
It'll work. Better.