Increased sales, conversions and, eventually, sales; these are all major benefactors of a sleek, streamlined homepage.
A homepage isn’t merely a point of your website which people land; it’s also the most vocal element of your site that leads individuals down a path toward consuming your content and, hopefully, purchasing your product or services.
This article will take you through three of the easiest, yet drastic, improvements you could apply to your website’s homepage.
Suggestion #1: Simplify, Everything
It’s extremely rare to completely understand the mindset and knowledge of each individual that lands upon your website.
People using the web, especially when researching and discovering your product, know the following actions they’ll need to take to either buy or learn more about what you have to offer.
To put things bluntly: web users don’t want to think.
Likewise, web users are an extremely selfish group of individuals but only in the sense that they are aware that they’re trading their valuable time to listen to yours. The moment that a person lands on your homepage is the moment you need to immediately capture one’s attention.
Simplicity, in the web world, is absolutely crucial because it lets people get in and get on their way; it doesn’t hamper their ability to complete their research.
Simplicity on the home page can be understood through the following examples:
- Visually striking photography that displays the product or service
- Attention grabbing headlines that push benefits over features
- Large, clear call-to-action buttons to have people complete a new action
- A slant in web copy to directly speak to the desired customer or visitor
In essence, your home page needs to remove any clutter that would otherwise have an individual navigating away from your desired result such as landing a sale, digging deeper into your website, subscribing to a list, or participating in your community.
The easiest way to approach this design challenge is to hand over your website to user experience experts or track your visitors using software. In an allotted time, you’ll be able to see how visitors interact with your site so you can best remove distracting elements and place higher focus on items that convert.
Suggestion #2: Leverage Testimonials
Testimonials have been a marketing tool for many years because of one simple reason: they work.
Consumers are placing an ever increasing reliance on the feedback and experiences of other individuals to aid with their own shopping.
The web, being an inherent social medium, has allowed every consumer the ability to research products and services based around testimonials vs. a traditional marketing slant created by the parent company.
Use customer and website visitor testimonials every chance you can to improve your homepage conversions and appearance. Testimonials immediately add a new layer of trust for websites because visitors perceive a user moderated community (through testimonials and feedback) to be of higher value than those that merely pull from internal marketing reports and copywriting.
The easiest approach to improve your homepage through testimonials is to reach out to existing customers, subscribers or brand followers through email, social media or classic snail mail in hopes to garner feedback and snippets that can be used on your website as testimonials.
For added benefit, place real pictures of each person that has given a testimonial; these pictures help new visitors to identify because it adds a very real, human element to a website.
Suggestion #3: Make Things Personal
In the final suggestion, it’s always highly recommended that you create a homepage that is personal with the people that are landing on your website.
Why? Personalized homepages speak directly to individuals vs. the traditional marketing approach of pushing features over benefits.
Take the following for example:
A: “Big Web Design Company provides high quality websites that are built on solid HTML and CSS coding. Our company works to synergize with your needs; we’re here to align our skills with your budget”
B: “Our small web design firm is made of highly skilled individuals that love what they do. You can be assured that if you work with us than you’ll receive the best because we’re not just designers – we’re passionate about our results”
From those two choices, it’s clear that the later has a higher level of personality. The second comes across as relaxed and when your own homepage can do this than visitors will have an easier time identifying with your purpose and products.
In short, personalization through casual web copy (writing how you speak) along with sharing benefits over features (avoiding tech jargon) will let people connect with your goals rather than being bombarded by marketing copy that reads like an industry paper aimed at shareholders.
Now that you understand these three different ways to improve your homepage; it’s time to make your website work for you and get the results you deserve.