wiki/knowledge/website/vcedc-homepage-simplification.md · 557 words · 2025-11-10
VCEDC Homepage Simplification Strategy
Overview
The VCEDC homepage was identified as confusing and redundant, with an 8-second average visit time indicating users couldn't quickly find what they needed. The core fix: restructure the homepage to mirror the main navigation menu, creating a clear and logical user path.
The guiding principle is that every section on the homepage should map directly to a menu item — so a visitor can immediately orient themselves and click through to the right place.
"All of these subheads [should] marry back to the menu." — Kathy Schmitz
See also: [1] | [2]
The Problem
- Average homepage visit time: 7–8 seconds
- Redundant copy across multiple sections created confusion
- Three-column section mixed audiences (entrepreneurs, remote workers, business expansion) inconsistently
- Events content appeared in multiple places without clear purpose
- Sections were optimized for SEO at the expense of clear calls to action
Restructured Homepage — Section by Section
Hero / Top Section
- CTA: "Grow Business with Vilas" → links to Business Expansion page
- Kathy to provide a new, non-pixelated photo for this section
Three-Column Section
Each column maps to a distinct audience segment and links to its dedicated page:
| Column |
Audience |
Notes |
| 1 |
Entrepreneurs |
Existing content, refined copy |
| 2 |
Remote Workers |
New section; use Vanessa's photo |
| 3 |
Business Expansion |
Links to Business Expansion page |
The Remote Workers column is a new addition. Use Vanessa's photo (the existing remote worker photo from the Remote Workers page). Copy to be written to match the tone of the other two columns.
Broadband Section
- Keep the existing video — it's strong and should remain
- Remove the redundant body copy and CTA button beneath it
- The video can stand on its own in this space
Events Section
- Headline: "Sign up for free webinars and networking events to enhance your business skills and meet other innovative entrepreneurs in Vilas County."
- Button: "Learn More" → Events page
- Remove the duplicate events copy that previously appeared higher on the page
Business Success Section
- Keep the headline
- Remove body copy — the headline alone is sufficient to direct users
- Links to the Business Success page (videos)
Resources Section
- Keep the headline
- Remove body copy
- Change to "live and work" (remove "and play")
The homepage should function as a visual sitemap. If a user can answer "where do I go?" within 8 seconds by scanning the homepage sections, the redesign has succeeded. Every section headline should echo the language used in the main navigation.
This also means eliminating duplication — if a topic (e.g., events) appears in the three-column section, it should not also appear as a standalone section below, and vice versa.
Action Items
- Melissa (Asymmetric): Implement all homepage structural and copy changes per the section breakdown above
- Kathy (VCEDC): Provide a new, non-pixelated photo for the hero section
- Kathy (VCEDC): Send updated video list for the Business Success page to ensure Vilas County-wide representation (not just Eagle River)