- Provides the store framework
- Provides company information
- Identifies major product categories
- Provides special notices
The store framework—or page layout—sets the expectations for the customer for each subsequent page within the website. It usually consists of the top banner of the store, the left navigational bars, the primary content area (middle), and often has a third column on the right side used typically for advertisements. The top banner and left navigational areas are usually consistent throughout the remainder of the store.
To help the customer remain oriented in the site, there are static elements that start on the home page and then remain constant. For example, the company logo and top of the page identification banner help ground the shopper in the store even though page content changes.
The company name, logo, and positioning statement are important informational elements. In addition, a toll-free number provides another means to order or to ask questions and should be readily noticeable and available on the home page and all other pages of the store.
A link to a company information area will provide the company name, address, telephone number, parent company, and a key contact name. It may tell a little about the company itself, how long it has been in business, the types of markets it serves, and the range of products it produces. There may be a photo of the main office to establish credibility. This area can reinforce the value proposition and reassure customers that they will get the promised quality, service, or other attribute when they order.