Have you ever been looking at bathing suits in January, or winter coats in June, and suddenly been struck by the need to know the company’s return policy?

You might not have been able to find information or a link to their return policy below the product image or description. In that case, you likely scrolled to the bottom of the page in search of this information. If you still couldn’t find it, then maybe you exited out of the site, telling yourself you’d return in a few months when these purchases would be more sensible.

This instance of user behavior is exactly why your site needs a well-designed website footer. Think of a footer as a safety net for users who haven’t been able to find the information they’re looking for in other sections of your site. By providing a link to your return policy or contact form, for example, you can prevent some visitors from leaving your ecommerce site and never returning.

Download Our Free UX Research & Testing Kit

In this post, we’ll explain what a footer is and why it’s important to the user experience. Then we’ll go over what to put in a footer and conclude with some of the most creative examples to inspire you.

Not every footer will contain the content and elements mentioned above — and that’s okay. The best website footers will be designed to include the information that visitors need on that specific site.

Since it might be the last thing a visitor sees on your site, it’s important to think carefully about what information to include in your footer. Often, this element is overlooked in the design process. Because it’s so far down the page, some site owners think that it’s less important than the header or content above the fold.

But this is a misconception that may be hurting your goals. According to a study by Chartbeat, while more than 80% of visitors see content above the fold, this percentage steadily decreases for content further down the page. However, the visitors that do scroll down spend much longer viewing the content below the fold than they do with content above the fold. In fact, content just below the fold (approximately 1200 pixels from the top of the page) is viewed nearly three times longer than content above the fold (between 0 and 550 pixels from the top of the page). Here’s a graphic illustrating this behavior.

Graph showing engagement across the page improves as user scrolls further from top of the page

Image Source

What does this mean? One possible takeaway is that content that you want to reach the largest number of people should go in the header, while content you want people to be exposed to the longest should go in the footer.

Now that we understand the importance of a website footer, let’s take a closer look at what information belongs in this section of a web page.

It’s important to understand that the only requirement for designing a great website footer is knowing what your visitors are looking for. That’s why there’s no precise recipe for a website footer. There’s some standard ingredients but what exactly you put in, the amount, the order — it’s up to you.

Let’s take a look at some of the ingredients you might use to design your footer.

Copyright Notice

Arguably the most important element of a website footer is the copyright notice. According to Stephen Fishman, J.D., in a legal article on Nolo, a copyright notice is “a written notice stating that a particular work is protected by copyright, and that you own that copyright.” The purpose is simple: to deter anyone from copying an image, animation, paragraph or otherwise trying to steal content from your website.

All that’s needed is the copyright symbol © (or the words "Copyright" or "Copr.”), the year of the website’s publication or most recent substantial update, and the name of the copyright owner. The copyright notice only has to appear once on your website’s homepage, but it can appear on as many pages as you want. It can be placed anywhere on the homepage, but is most often found in the footer.

Here’s an example from HubSpot’s blog homepage.

Copyright notice in HubSpot's website footer

Privacy Policy Link

If you’re collecting personal data from users, like their email addresses or payment information, then Privacy Policy agreements are mandatory by law. For this reason, it’s essential to draft a legally compliant Privacy Policy and ensure this policy is easy to locate and access on your website.

A best practice is to put a link to your Privacy Policy in your website footer. Not only will this satisfy the legal requirement — it will also meet most consumers’ expectations since they expect to find this information in the footer. Some companies like Conde Nast will choose to include an excerpt of their Privacy Policy, in addition to a link. Here’s an example from The New Yorker.

Privacy policy excerpt and link in The New Yorker's website footer

Sitemap

You can add a sitemap to your footer in two ways. You can either provide multiple links to sections of your website, or you can provide a single link to your XML sitemap.

The first approach is known as creating a “sitemap footer.” These footers contain navigation points that can’t neatly fit into the top-level or global navigation bars of larger sites, or navigation points that encourage visitors to browse the site. The sitemap footer on Grace Eleyae, for example, includes navigation links that visitors might not have considered when first entering the site but would like to explore.

Sitemap footer on Grace Eleyae's website

The second approach to including a sitemap is designed with search engine bots in mind. One of the most important things a search engine bot will be looking for is a link to your XML Sitemap. Your sitemap is a file that contains URLs and information of the pages and media files you consider most important on your site. According to Google, search engines use this file to better crawl websites, particularly large and content-rich sites. That’s why providing a link to this file in your footer is considered a best practice for SEO.

Logo

Footers are a great place to reinforce your brand identity. There’s a few approaches you can take. You can include your logo, but present it in a different way than in your header. Maybe you increase the font size. Maybe you include an image. Maybe you include a mission statement or your brand values below the logo. These are just a few ways you can remind visitors what your company stands for and make a memorable last impression.

Envoy, for example, adds some branding right below its logo in the footer. It reads: “We create possibilities for the connected world. Be Bold.” That way, a reader would have an idea of what the company did, even if they didn’t read the About page.

Envoy's website footer contains a logo and branding

Contact Information

You want potential leads to be able to get in contact with you as easily as possible. For that reason, website footers will often contain contact details like a business email, phone number, or mailing address. Or it might simply include a link that brings you to a contact form.

The luxury boutique hotel Bellevue Syrene dedicates one part of its website footer grid to its contact information. To ensure potential guests can contact the hotel in the way they want, the footer includes an address, phone number, fax number, and email address.

 Bellevue Syrene's website footer contains contact information in one grid

Social Media Icons

Social media is another way that potential leads can get in touch with you. Including social profile links is considered a best practice for this reason. It’s also an easy way to grow your following across your platforms. Understanding these benefits, it makes sense that 72% of websites include icons for their social media websites in the footer.

Here’s a look at a display of animated social media icons on Rewind App by Flatstudio.

Rewind Sports website footer with social icons

Email Sign-up Form

Ideally, you want to present an email sign-up form to a visitor who understands the value of your content and wants more. A visitor who has scrolled to the bottom of your web page is a likely candidate. That’s why many websites use their footer as an opportunity to increase their subscribers.

For example, Chobani includes a simple email opt-in form in its footer. The tagline above — “Get the freshest Chobani news” — helps set the subscriber’s expectations on what exactly they’re signing up for.

Chobani header and footer use reverse color scheme

Now that we know what possible content and elements we can put in a website footer, let’s look at some real examples that might inspire you.

Website Footer Examples

As discussed above, there’s no “right” way to create a website footer as long as it reflects your unique brand identity and is tailored toward your audience. Let’s check out a few examples that do exactly that.

1. Lorelei Londres

Website footer on Lorelei Londres Sorrento Hotel

Lorelei Londres is a luxury hotel in Italy that strives to provide hospitality and charm. Its footer succeeds in both aspects.

Anticipating any question from a site visitor or guest, there’s contact information on the left, navigation links at the center, and a newsletter opt-in form to the right. On the right, there’s also the privacy policy link as well as the submit form directly in the footer. Below there’s another link to the privacy policy, cookie policy, and the agency that created the website as well as the copyright notice. All of this is placed against an image background depicting someone in a pool on a balcony overlooking a beach. The result is a footer that’s standard, but perfectly aligned with the brand.

2. Superfluid

Superfluid's website footer contains the standard features with bold branding

Superfluid is a vegan beauty brand designed for anyone to use. Like Superfluid’s mission, its footer is basic but also redefines what basic means. Superfluid’s footer contains the information you expect — a well-organized menu of help articles, legal info, and social media accounts to follow, an email sign-up form, logo, and copyright info — but not in the way you might expect it.

First, the email sign-up form uses all caps, like the logo, and provides an animated discount offer below it. The logo is enormous compared to the other text in the footer. Beneath the footer, you see icons representing its brand values — humane, vegan, and inclusive — to the left. To the right, is a traditional copyright notice as well as the accepted payment methods. In short, this footer provides important information to address any questions that either potential or existing customers might have in a bold but clean way.  

3. Spline Group

Website footer of Spline Group's website

Spline Group is a mechanical and electrical engineering firm that values effective communication and simplicity.

This is clear in its footer. A minimalist design, the footer features black text on a white background. There’s an address and links to its Instagram, LinkedIn, and Careers page. Below that is much larger text. But unlike Superfluid, it’s not Spline’s logo or brand name. Instead, it’s a contact link with the simple but inviting CTA: “Let’s talk.”

4. Art4web

Art4web's website footer offers three touchpoints for customers

Art4web is a creative digital and branding studio committed to making unique websites, mobile apps, and brand designs. Its own footer section is an example of unique design. Rather than offering one touchpoint to potential customers like Spline Group, Art4web offers three. Potential customers can email them, fill out a form to get a quote for their project, or give them a call. Or they can opt to connect on any of the social media platforms represented by the icons below.

5. gOOOders

Gooders's website footer is conversion oriented

gOOOders is an online platform and series of hotel boutiques that sell ethical and sustainable products. Its mission is to help people make better choices in the products they buy and the way they travel.

Since gOOOders is a brand focused on action, it makes sense that the footer is so action-oriented. Most of the footer section is dedicated to the email sign-up form. The form’s background is colorful and animated so your eyes are drawn to that section. Below is a simple white row containing a copyright notice, contact link, links to gOOOders’ cookie policy and terms and conditions, and social media icons. This is a great model for websites that want to optimize their footer for conversions.

6. Ajeeb

Animated spotlight and mouse hover effect in Ajeeb's website footer

Pranjal Kaila, also known as Ajeeb, is an independent interdisciplinary designer. According to his bio, one of his specialties is “creating interactive spatial and sensory experiences.” This is clear in every part of his website, including his footer.

His footer contains basic information — links to his sketchbook and work, contact information, social media icons, copyright notice and link to his privacy policy — but their presentation is unique. Against the black background, the white typography looks like constellations. The cursor acts like a spotlight. When hovering over any of the links, the font becomes bold and blue.

Designing Your Website Footer

Designing your website footer requires careful planning. It’s a section where humans and search engine bots look for important information that they haven’t found elsewhere. You want to make sure you’re providing them with the content and elements they need so they continue to explore your site, rather than exit out in frustration.

ux templates

 ux research kit

Originally published Sep 28, 2020 7:00:00 AM, updated September 28 2020

Topics:

User Experience