A website needs to be useful, relevant and well-designed. This can be accomplished with compelling layout design, balanced use of color, good organization, ease of use and functionality.
According to a recent study mobile usage in the US has surpassed the desktop, so a responsive design that adapts to mobile devices is important. A desktop homepage can serve many purposes, but in mobile the user should be able to get to the content easily. Remember to set the viewport and use CSS media queries for a flexible layout with appropriate breakpoints.
A call-to-action is an image or line of text, usually a button that prompts visitors to take a certain action. For an effective click-rate have a clear value proposition and destination page aligned with it’s promise.
Good performance can contribute to make a fluid experience. To ensure the best page speed you can optimize the critical rendering path prioritizing the content related to the primary action of the user. You can also optimize images, eliminate unnecessary downloads, use HTTP cache and change encoding.
Navigation needs to be clearly labeled and adapted to smaller screens. It should be accompanied by sitemaps and breadcrumbs.
Color schemes should be used consistently and limited to a maximum of 3 colors. Text and background should have sufficient contrast.