We often have clients pushing for more content on the front page of their website. They have a lot to say and feel hiding content behind clicks will lower their conversion rates.
However, not all the information they have to share is as important as others. Too many calls-to-action on one page defeats the purpose of calls-to-action. To draw the visitors eye to a specific part of the page and evoke a response. White space isn’t the enemy. It gives your content some breathing room so your customers can focus on the important bits.
While cleaning out our inspiration folder, I stumbled across this gem by Column Five Media we saved a few years ago. Because it sticks to the basics it’s still relevant today.