You know the important role of a website in growing a profitable business. But is your website doing its job?
- Is it presenting the best first impression of you and your brand?
- Does it confidently proclaim your expertise?
- Do visitors instantly know what you do and who you work with?
If you can’t answer those questions with a resounding “Yes!” your website could definitely use some work.
When someone lands on your site and doesn’t immediately understand what you do, your chances of holding their interest are pretty slim. And if you don’t capture their attention within a few seconds, they’re likely to click off the page and never return. Yikes!
Clearly, your website has a big job to do, and it has to do it quickly. Some say in three seconds or less!
First impressions are important, and you simply can’t afford to waste those precious few seconds with a new visitor.
With a well-planned website, you’ll enjoy:
- Better name recognition
- More partnership opportunities
- Increased sales and profits
- Higher fees
- More speaking engagements
In addition, your website will present the professional, polished image you want the world to see.
Creating an Effective Homepage or Welcome Page
Your homepage or welcome page is often the first thing visitors see when they arrive on your site. For that reason, it should quickly inform them who you are, what you do, and most importantly, what’s in it for them.
I really can’t stress that last point enough. Keep in mind that before you can show potential clients how you can help them achieve their goals, you must have a clear vision of your target market!
A lot of people struggle with their homepage. Some see it as simply a gateway to the rest of their site and include next to no meaningful content. Others try to include so much that visitors can easily get overwhelmed, not knowing where to look or what to click on.
The perfect balance is to include just enough to let your ideal client know they’re in the right place and guide them toward the next step in their buying journey.
In a recent blog post, my colleague Imogen Allen recommended the following elements to make your homepage effective:
- Simple navigation
- A “hero” section that provides a quick snapshot of your business
- An overview of your main services
- A clear call to action
- Social proof in the form of testimonials
- A valuable lead magnet to encourage email signups
- A footer which includes links and/or other information that should be readily available throughout your site
For additional details on each of these items, be sure to read Imogen’s post, What makes a good website homepage?
Now, let’s take a look at these principles in action.
When you look at the Basic Organization homepage, you’ll see all of these elements strategically positioned.
The navigation is simple, consisting of only the five key pages.
There’s a hero section which includes a snapshot of the business, including a short video.
The main services are clearly featured, with links to additional details.
The call to action appears prominently in various positions on the page.
The testimonial slider provides social proof.
The footer includes links to other key pages, contact information, social media links, and a signup form for the e-newsletter. Offering a free gift to new subscribers, often referred to as a lead magnet, would make this even more effective.
Study your own homepage. How many of these elements do you have? Would a homepage makeover help you get better results from your website?
If you need to develop a strategy for your homepage, or even your entire website, why not schedule a telephone call or Zoom session? I’d love to help you achieve your business goals, so I’ve cut the prices in half until April 30th.
Illustration © Faithie / DepositPhotos.