Your website homepage is one of the most important pages on your site. It’s the first thing people see when they visit, and it’s where they go to learn more about you and what you do. That’s why it’s essential to make sure your homepage is well-designed and contains all the essential information people need to know about you.
As a website designer and marketing strategist, I don’t just focus on your website aesthetics. It is my job to ensure that visitors convert into email subscribers, leads, and sales. Here are six elements I have learnt through my years of web design experience that you should have on your home page.
Brand Statement – How You Help Your Ideal Client
It’s important to have a well-crafted and clear brand statement on your website homepage. This tells your visitor right away what you do and how you can help them. It’s also a great opportunity to articulate your unique selling proposition (USP) and differentiate yourself from the competition. If you can make a strong emotional connection with your visitor in just a few words, you’re on the right track.
Your brand statement should be brief, to the point, and easy to understand. It should also be prominently displayed on your homepage so that visitors can see it right away. To write a brand statement, use this helpful formula.
We provide (your solution/product) to (target market), who are looking for (their desired outcome).
Here’s an example brand statement from a web design business.
“We design and develop beautiful, custom websites for small businesses who want to attract more clients and grow their business online.”
Section About You
People want to do business with people they know, like, and trust. Having an about section on the home page offers an opportunity to connect with your ideal clients.
Your about section should be more than just a list of your qualifications and accomplishments. It’s an opportunity to tell your story, share your values, and let people get to know the real you. The goal is to create an emotional connection so that visitors feel compelled to do business with you.
Make your home page about section short and engaging, leaving people wanting to read more. Be sure to include a photo so that people can see the face behind the business. Your full bio should live on a separate ‘about us’ page that you can link off to from the home page (yay to Google ‘juice’ for interlinking your pages!).
If you want people to take action on your website, you need to make it easy for them. That means having a clear and concise list of your services or offers on the homepage. Don’t make visitors search around your site to figure out what you do – tell them right away.
If you offer multiple services or products, be sure to include a brief description of each one. Use this opportunity to link off to your key service pages from here so people can navigate to the service they are most interested in.
If you’re selling products on your website, make sure to include some eye-catching product photos along with a short description and the price. You can also link off to each product page for more information.
Lead magnet – Get People In Your List
Do you have an email list? If not, you need to make it a priority. An email list is one of the most valuable assets a business can have. It’s a direct way to connect with your ideal clients on a regular basis.
To get people on your email list, you need to offer something in exchange – no one signs up for an email list without expecting anything in return. And no – your mom doesn’t count!
An offer you give away for free in exchange for an email address is called a lead magnet. It could be a PDF guide, an e-course, or a discount code – anything that’s valuable and relevant to your ideal client.
Your lead magnet should be prominently displayed on your homepage so people can’t miss it. Be sure to include a strong headline and an eye-catching image to grab attention. Use persuasive language to entice visitors to sign up, such as ‘download now’ or ‘get instant access’.
Make sure you have a well-designed sign up form so people can quickly enter their email address and claim their free offer.
Social Proof – Your Testimonials
A key element of any successful website is social proof. This is evidence that other people have used your products or services and had a positive experience.
If you have testimonials from past clients, make sure to include them not just on your home page, but also on your key service pages. Testimonials help build trust with potential clients and make it more likely they will do business with you.
When choosing which testimonials to include, look for ones that are specific and mention the results your client achieved. Also, be sure to use testimonials that are visually appealing with a photo of the person giving the testimonial.
If you don’t have any testimonials yet, try asking some of your past clients if they would be willing to write one for you. If you are just starting out, consider discounting you products or services in exchange for a review.
A Clear Call-To-Action
Your homepage needs a strong call-to-action (CTA) to encourage visitors to take the next step. This could be signing up for your email list, scheduling a consultation, or making a purchase.
Your CTA should be clear and concise with persuasive language that encourages people to take action. Tell your website visitors exactly what you want them to do next. Use active verbs such as ‘discover’, ‘learn’, or ‘download’ and be sure to include a benefit such as ‘how to double your sales’.
Your CTA should stand out on the page so people can’t miss it. Use a contrasting colour that stands out against the rest of your website and make it big and bold. You can also use an arrow or other visual cues to draw attention to it.
Finally, don’t forget to include a CTA on every page of your website, not just the homepage. That way, people can take action no matter where they are on your site.
Over To You
Your homepage is the first impression you make on potential clients and if built strategically, will help make a difference in you website conversions.
Be sure to include all of the key elements we’ve covered in this post:
– A strong headline that accurately reflects what your business does
– An about you section
– Links to your key services
– A lead magnet to build your email list
– Social proof in the form of testimonials
– A clear and concise call-to-action
With all of these elements in place, you’ll be well on your way to a successful website that converts visitors into clients. If you are missing some or all of these elements, don’t worry – these can be easily added to your site. You just need to make them a priority to start seeing results.
If you need help getting started, I offer website and SEO audits where I take a look at your current site and provide recommendations on how to improve it. The audit includes SEO performance, usability and security. Learn more about the different audits here.
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