FT.com homepage is much improved

The FT.com homepage has finally been overhauled and a redesign of the rest of the website is expected to follow.

FT.com homepage is much improved
FT.com homepage is much improved

Service: FT.com
Owner: Financial Times
What's happened?: Homepage has been redesigned

This was long overdue: the old homepage was cluttered and busy and looked dated compared to the revamped websites of The Times, Guardian, Telegraph and Independent.

The first thing I notice is the pink background, echoing the pink pages of the newspaper. It's a nice touch, although it has the effect of dampening the colour contrast of headlines and photos, so the overall impression is a little washed out and not as colourful as other newspapers' websites.

On the plus side, ads stand out even more from the page than they otherwise might. It's also interesting to note the site has been renamed Financial Times, rather than FT.com.

It's a much improved layout, in the style of other newspaper sites, much easier to pick out key stories and major headlines, and its good comment is now alongside news, so you can quickly and easily get the analysis behind the events.

However, there are a couple of things I'm not so keen on. In an effort to declutter, it may have gone a little too far and the page looks a little empty.

The headline font is too large, so the site looks a little Fisher Price - not in keeping with the authority of the brand.

Secondly, while moving the navigation bars to the top frees up room and adds to the feeling of space, I'm not keen on the drop-down menus - they're a bit fiddly and not easy to use.

All in all it's a good step forward, with comment, videos, blogs and most popular stories all easily accessible from the homepage. The ability to select a preferred regional edition (UK, US, Middle East) is a nice touch. And from an advertising perspective, the ad units definitely have more stand-out than before.

What's good?
Ads stand out.

What could be better?
Navigation drop-downs are awkward to use and may annoy some people.

Would I book this for my clients?
Yes. Ed Cox, Client services director, BLM Quantum

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