Just like you, we’re also food content creators, building up our food blog at The Fufu Café. And just like you, we want to monetize our food content, both on YouTube and the blog. With this goal in mind, we have to capture our audience the moment they click on our website.

Below is our exact framework for designing the food blog homepage to maximize conversions. Follow along for helpful tips you can use to design your own food blog or food website.

You can always reach out if you want a more done-for-you approach. We specialize in creating websites for food content creators who are ready to grow and monetize their culinary passions.

Why is the website homepage so crucial for food content creators?

Depending on the goal behind our online food content, it’s clear that our kind of content creation is closely tied to real-life experiences. There is very little “window shopping” involved in food preparation or consumption.

Whether readers are searching for our recipes or reviews of local restaurants, the end goal is a real-life, delicious culinary experience. They want to eat, and as food content creators, we’re their trusted guides. We have to let them know that as soon as they land on our homepage.

We need to design a homepage that encourages offline or real-life food consumption. Meaning we want our customers to cook the recipes we post, or eat the food products we sell, or go to the food establishments we review on our websites.

If websites are the hubs of our food brands, then the homepages are the hubs of everything essential on those websites. Therefore, we must be mindful of how we present our food brands and how we create a user experience that satisfies our target audiences and leads to the desired outcomes.

You already understand that your food blog website's homepage should showcase the main elements of your food brand, presenting its visual identity and story, while gently guiding readers through the various offerings you have.

And, perhaps most importantly, your website’s mobile version should have a standout responsive design. Your website's homepage is crucial, and it’s vital that both the desktop and mobile versions are well-designed.

Mobile-friendly Homepage Design is Critical

According to Hubspot, 63% of consumers prefer to use their mobile devices when searching for information about brands and products. Many consumers rely solely on their phones for all their search needs.

Think about it, people from all generations now use mobile devices for both essential and nonessential needs. From our grandparents to our younger siblings to our children, everyone is online and on their phones.

It’s now more than clear how critical mobile search is. If we want to capture the attention of hungry readers, we must create responsive, mobile-friendly versions of our website homepages that look sharp as well.

But why is this so important? Because of the simple fact that many people now make purchases on their phones, we want to be a part of that ecommerce ecosystem as food content creators. According to a report from the Pew Research Center, 76% of Americans say they buy things online using their cell phones. What’s more important is that 87% of 18 to 29-year-olds and 92% of 30 to 49-year-olds report using their phones to make purchases. That’s a large chunk of the consumer market!

According to the same article, many younger social media users follow influencers and content creators, and they make purchases based on the recommendations they receive. This is excellent news for us food content creators, influencers, recipe creators, and food entrepreneurs.

However, with this great privilege comes a great responsibility: ensuring that the mobile versions of our websites are responsive, safe, and secure for our readers and audiences. We cannot neglect this. Consumers increasingly value online safety and privacy. This needs to be a central part of the user experience we design for our readers.

The mobile version of your homepage should resemble the desktop version in terms of appearance and functionality. With this in mind, we have to treat our readers the same when they land on our website, no matter how they got there.

The features we create for the desktop version of our websites must have a mobile-friendly counterpart that functions identically. Of course, we should develop distinct elements for the mobile versions, but the foundational interface should remain the same. Our readers should be able to share content and make purchases the same way, whether they are using a tablet, desktop, or their phones.

Click to watch the homepage design process of our food blog The Fufu Café.

You want your readers to be assured that they can browse your blog posts, share your content on other sources, and, of course, make purchases with peace of mind. Some website-building platforms have limited functionalities when it comes to the mobile versions of the websites hosted on their platforms.

We’re not here to bash any website-building platforms because we don’t like to engage in mud-slinging. We prefer food-slinging. So we’ll just stick to the platforms we like.

We love using Squarespace because the website-building platform was made with the end user in mind, and with the intention that many users would be using their mobile devices. Both the desktop and mobile design interfaces are responsive and use a fluid engine (drag-and-drop), making the platform extremely user-friendly.

All templates on Squarespace are responsive. Even when we design a website from scratch for our clients, those websites are responsive as well, because Squarespace manages hosting, security, and all updates, keeping up with industry standards.

Squarespace has kept up with every new technology update within the design and web development industry since we started using them in 2018. These are just a few of the reasons we've decided to commit to designing exclusively on Squarespace for our food creator clients, and why so many solopreneurs in the e-commerce space love using Squarespace. When we were exploring website-building platforms, Shopify was our second favorite because it’s a trusted platform that many CPG – consumer products goods – brands at the enterprise level rely on.

However, for the rest of us — food content creators and food entrepreneurs still building our brands online —Squarespace is our best conduit to do so. It’s the best all-in-one software, featuring modern features for businesses of all sizes across various industries.

Squarespace enables us to create a contemporary and beautiful online hub where our readers can enjoy our content and support us in growing our food brands, regardless of the device they use. It’s imperative that we make sure our readers have a seamless interface and user experience on the mobile versions of our websites, especially on the homepage.

User-friendly Navigation with all the essentials:

One of the critical aspects of homepages is that, when designed strategically, they can guide users to the appropriate choices we’ve laid out on the website. This is why, as food content creators, we have to understand the value of designing a user-friendly homepage.

We’re guiding our readers to all the yummy recipes, tutorials, and reviews we’ve compiled for them over the years. It’s our job to categorize and organize all this information and present it to our readers as they scroll. Let’s break down the essential navigation elements required on the homepage of food brands.

Refresh Your Header and Footer

Your header and footer are critical, user-friendly features that help readers navigate your entire website, and they need to be structured well for your homepage. Do not overload your header with too many buttons and links; it should be visually pleasing to your readers. Include important buttons like About, Contact, Social Media buttons, and Shop.

Many bloggers feature categories of recipes right under the header, so readers can easily find what they’re looking for. Again, do not include too much information that overwhelms your readers; the essential details will suffice.

After that, include a headline and/or subheadline on or around your stunning hero image or video. We featured just one headline on our food blog homepage: West African Fusion Food.

SEO Pro-Tip: Our headline is also the keyword we use in our website's meta description. Use your vital keywords on your homepage, but make sure they blend in naturally. Do not stuff and fluff keywords just because you can. Google will notice, and your readers will be annoyed and/or distracted.

Include your newsletter subscription info in both your header and footer. The difference is that the newsletter subscription should be just a button in your header (leading to the subscription page), while it should be a newsletter block where readers can input their information in the footer.

You do not need to repeat the same information in the header and footer. After all, they’re made for similar but different reasons. Some buttons that overlap are: Newsletter, About, Contact, and Recipe Categories. Buttons and links that do not overlap include the Privacy Policy and Terms (located only in the footer), the social media carousel (also in the footer), and the featured product, such as your cookbook (displayed only in the header).

Direct Readers to Your About Page

The classic WordPress blogger website homepage used to feature the "About Me" blurb in a column on the right-hand side of the homepage; many bloggers still use web templates like this. We‘re not against this at all. We’ve just noticed that bloggers who keep up with trends are leaning towards more modern, bolder, and brand-guided aesthetics. Many successful food bloggers are stepping outside of the box, so to speak.

Many have their About section near the middle of the homepage, after a few scrolls, while others keep the About section in a side column. We don’t think it matters where you place your About Me blurb – but truth be told, we do prefer the more modern-looking homepages.

However, readers will ultimately not mind where this section is placed, as long as you include it somewhere on your homepage. At the very least, you should include a button to direct readers to your About page, if you don’t want your blurb on your homepage.

The point is that readers should be directed to a section, a page, or a column that informs them of the author’s content and, more importantly, why they should care to consume it further. The About section is your chance to connect with the reader on a personal and emotional level.

This is your chance to tell them the story behind your food brand, how you connect with food, your own story of why you create recipes, why you love farming and reviewing food, or how you made the connection between your culinary passion and entrepreneurship. They want to get to know you.

Readers of popular food bloggers, content creators, and entrepreneurs aren’t successful only because they create amazing recipes and food content. They’re successful because they also have a story that reaches and resonates with their target audiences.

Create Contact Page Buttons

Okay, you’ve included a fantastic blurb or even a mini-biography on your About page detailing your food brand's story. Your readers are hungry for more, and brands want to reach out; they’ll need a place on your homepage to contact you. We opted for a bolder homepage design for a food blog, drawing inspiration from some of our favorite restaurants, so readers don’t have to scroll down too far to find the contact information.

Where you place your Contact buttons matters more than your About section. Many readers and brands may find you on social media, and when they’re ready to make a formal connection, they’ll go through your website. More importantly, they’ll also go through your website to make a purchase.

We like to stick to the rule of three when it comes to essential web design elements. So include at least three places on your homepage where readers can contact you, and make them stand out. Your colors are crucial when creating buttons, but we’ll cover this in more detail later.

Include Social Media Integration

You’re most likely already on social media if you’re reading and ready to start your food blog to grow your food brand. Integrating your social media will show your readers that you are engaged with your passion and that you’re willing to interact with them. However, that’s just it - you should be active and social on social media. Again, we like the rule of three here: choose your favorite three social media platforms where your target audience spends time, and be active on them.

For many food content creators, the best social media platforms within our niche are Pinterest, Instagram, and YouTube. TikTok is a new and very competitive contender within the social media industry, so consider it as well.

Here’s a pro tip: to truly turn your food passion into profit, we suggest focusing on your food blog and limiting your social media presence to just two platforms. That way, you can create and grow without burnout. If you try to be everywhere all at once, you won’t make an impact anywhere. Trust, this is a lesson we had to learn the hard way.

Don’t Forget Ecommerce Integrations

Let’s be real, for many of us, the ultimate goal is to monetize our passion for food content. Unless you’re a trust-fund heir and food blogging is truly just a fun hobby, you probably want to make money from your food website and use it as a launchpad for your other entrepreneurial goals.

The key to this is having e-commerce integrations on your food blog or food website. Here are just a few of the ways you’re able to sell to your readers and supporters digitally:

Digital products like PDF guides and e-books
Services like online cooking classes
Subscription and membership to your private, in-depth food tutorials and content
Point of Sale for selling in person at your local farmers' markets

As we mentioned earlier, when you reach the enterprise level, you may want to consider using Shopify, as they specialize in e-commerce at this level. Meanwhile, Squarespace is a more general platform, but it’s the best all-in-one solution for any niche. Shopify specializes in selling, not making beautiful websites. You should consider using both platforms: Shopify for making sales and Squarespace for your beautifully designed landing page, which will lead readers to your Shopify store.

You’ll have more options and flexibility when you get to that level, but for now, Squarespace has all the ecommerce features you’ll need to start turning your food content into an ecommerce business. One of our favorite ways to do this is by selling fan-favorite spices, especially non-perishables. But until you reach that level, start writing your cookbook!

As you grow, you’ll start creating multiple streams of income; your website will be the launchpad for your food business.

Food Brands Need Menus and Index Block

Creating a menu, index, or directory is paramount for food content creators and entrepreneurs. This is a requirement we cannot escape. You don’t want to overwhelm your readers by having every category of food you feature on your blog, just the popular and essential stuff that sets your brand apart from the crowd.

For instance, our blog focuses on West African fusion food, so we have two categories: traditional West African staples and a fusion category that includes our twists on both West African and American favorites, such as our Creamy Chicken Pot Pie made with suya spice.

You can include a carousel of your categories, so it doesn’t take up too much real estate on your homepage and or overwhelm your readers. You want to pique their interest, but you also want to gently guide them to all the information you have on your food website.

You can feature your index in a side column or as a carousel in a row section of your food blog homepage. It should be placed in a prominent yet unobtrusive location on your homepage.

If you’ve been creating recipes for years and you have too many categories, you can also create fan favorite categories that feature what your audience already responds well to. For example, if you have a set of recipes that have gone viral on your YouTube channel or social media, feature those in a prominent section of your homepage. One of our favorite food bloggers and vloggers, Entertaining with Beth, does this on her food blog homepage.

The Important of Your Food Brand Identity

Your food brand identity is distinct from your food brand’s visual identity. Think of it this way, the stylish clothes you wear are representative of who you are, but what you say and how you act tell us more about who you are on a deeper level. You can always change clothes and styles, but your values and philosophies are more foundational.

This concept also applies to branding. Your brand strategy is more about understanding who your brand is, including its message, philosophy, mission, and values. Then your brand’s visual identity is about colors, typography, and visual balance (what your brand wears). Both parts are essential in crafting your brand, but you should never neglect one over the other, and you shouldn’t confuse the two either.

When we work with clients, our web design process begins and ends with our clients’ brand story. We do the not-so-pretty work of researching our client’s industry, market trends, and SWOT (strengths, weaknesses, opportunities, threats) analysis.

We then proceed to our branding process, which includes brand identity and brand visuals, and finally, we begin designing their websites. This careful and methodical approach is our Morse Method. To craft an aesthetically pleasing website homepage that guides readers, it’s essential to understand your brand ethos through both its visuals and deeper identity.

Branding is all about Story and Messaging

The importance of going through the brand identity process is to figure out how your brand will show up online, who it wants to attract, and how it will interact with the consumers it attracts. Notice how we’re using your brand identity in the third person? That’s because your brand is a separate entity from you, just as your registered business is a separate entity from you as the tax filer.

The only connection you as a person have to your branding process is through your brand story, which is featured on your About page. Many content creators, in general, are more introverted and shy than they present themselves online. This isn’t because they’re being inauthentic; instead, it's because they're removing themselves from the brand, allowing it to evolve and connect with its intended audience.

As the individual content creator, you won’t be able to connect with everyone who supports you; that’s impossible. However, with a cohesive brand identity, your brand can reach everyone in your target audience, regardless of who creates the content for that audience. Don’t hesitate to book a chat if you'd like to schedule a strategy session for crafting your brand identity.

Brand Visuals are Essential

Once you go through the brand strategy process to create a deeper understanding of your brand, you’ll end up with the visuals and aesthetics of your brand (what your brand will wear). Color psychology is a subgenre of branding, and so is typography. This can be a daunting task for someone just starting out, so we suggest choosing built-in colors. Many Squarespace templates come with stunning color palettes.

If you’re a little more advanced in branding, Adobe offers a fantastic industry-standard color palette generator that allows you to create and customize your brand colors from a picture, and adjust the contrast to meet accessibility metrics. As part of our Design and Blogging Behind the Scenes (BTS) series, we created a step-by-step tutorial on how to use the Adobe Color Palette Generator.

However, as your food brand grows, it's best to opt for a more bespoke branding experience.

Your food blog’s homepage is your chance to showcase the visual presence of your brand, and it should align with the content you have on your social media as well. You want to have balance in colors, contrast, and text, to create an aesthetically pleasing look on your homepage and throughout the rest of your website.

Let’s Get Cooking

First impressions mean everything, both in real life and online, so you have to make your homepage count. It’s your one chance to capture, connect with, and convert your audience. We are here to help you with this process.

Food brand owners like you are very busy and want a website builder platform with built-in SEO, social media, blogging, email, and ecommerce features without tech overwhelm or any extra headaches. Content creation is already a lot of work! We understand how time-consuming and energy-consuming it can be.

We’ll take the extra workload off your hands and design or redesign the website that you and your readers will enjoy coming back to, built with all the essential features to elevate your food brand.

Complete a client form to get started on your website, or if you’re interested in talking strategy or branding, book a quick discovery call.

What Makes a High-Converting Website Homepage? (Our Exact Framework)

Why is the website homepage so crucial for food content creators?

Mobile-friendly Homepage Design is Critical