Your SEO strategy is top-notch. Your marketing plan is spot on. People are learning about you and your product. They are making their way to your website, and you’re starting to get that feeling of success. Leads are finally coming to you! All of that time planning and strategizing over and over again is paying off.
Now that you’re getting traffic to your website, are you sure that the layout and content of your homepage is sufficient enough to keep that traffic engaged? Is it enough to lead to conversion?
The homepage is likely the first thing a potential customer will see when they navigate to your website. Sure, there are different ways for them to dig deeper into the content of your site, but the homepage is often the gateway to it all. Because of the amount of views that one page will receive, there needs to be certain elements present in order to help guide those visitors where you need them to go.
First impressions really do matter, especially when it comes to the most common thing a potential customer will see on your website. A good homepage can lead to many sales, so putting some thought into every component is important.
1. The Headline
The headline is basically the title of your website. It’s also likely the first thing a visitor to your site will see. Typically, a headline consists of 6 to 12 words maximum. 6 to 12 words doesn’t seem like much, does it? However, the headline is one of the most important parts of your homepage. In fact, one marketing study shows that a good headline can increase your conversion rates as much as 10.4%!
So, how do you create the perfect headline? It may be easier than you think. First of all, it’s best to remember that writing for the entirety of your audience is impossible to achieve. Try to write for the 20 to 30% of visitors that will most likely buy after visiting your site.
Write several different headlines, as many as you need to get those creative juices going. Don’t delete the ideas at this stage. Sometimes you can cannibalize parts from different ideas and combine them into the perfect headline.
Remember that your headline needs to answer the question “What does this site offer to me?” within the first few seconds of someone arriving.
You can attract leads with a great headline, but to make it stick, you’ll need to show the benefits of your product or service. It’s important to list what your product does, but your customers will want to know why your product matters to them. More than that, they’ll need to know why they should get your products rather than something similar from someone else. List your benefits very clearly, and help your visitors see why they need these products and services.
3. Calls to Action
It can really annoy a customer if, after learning about your great products, there isn’t a simple and obvious way to do something about it. Some websites make it nearly impossible to find a phone number or even order a product.
A call to action is an element within a webpage that solicits an action from the user. The most popular from of a call to action comes in the shape of a clickable button which can lead customers to other parts of the website where they can accomplish a desired task.
Placement, size, and color all matter when it comes to calls to action buttons. Make sure your customers know where they can go to purchase a product or learn more about your services by increasing button size and using contrasting colors.
See, it’s easy. Look at this one:
Images are important in today’s world. People tend to respond better to images than long bodies of text, and nothing is more off-putting on your homepage than huge sections of intimidating text.
Pictures, and even short videos, can have a huge effect on your page’s traffic. Make sure to include images that actually correspond with your product and what you offer. Stock photos with generic-looking business people won’t be good enough. Take time to really consider what images to use.
5. Success with Customers
Look at it like this: when a potential customer arrives on your site, they’re looking for reasons NOT to buy from you. They are looking for a reason to leave, not a reason to give you money. You need to eliminate anything reservations they might have by building trust as quickly as possible.
Quotes from happy customers can be a pretty powerful trust builder with potential leads. Our society is one that focuses on word of mouth recommendations and reviews. When you list what people are saying about your product on your homepage, it can build trust and generate more interest.
6. Make It Clean
Make your homepage pleasant to look at. You can include all of the things listed above and still not be successful if your homepage still evokes a style more closely associated with the 90s rather than a professional, modern company. A clean, easy-to-use homepage is just as important as meaningful content.
Spend some time really planning out how you want your homepage to look. If it’s not something you would want to look at, chances are potential customers won’t want to look at it, either.
A Lasting Impression
The most effective homepages will tell a visitor exactly where they are, what they can do here, and why they should do it. The six tips above are effective ways to tweak different parts of the pages to make sure you’re answering those questions.
The homepage requires some special attention. This means taking the time to analyze every element, test your changes, and continue to turn it into an amazing marketing tool. The smallest things may have a huge impact, so don’t ignore anything when you start re-examining your homepage.