Is your homepage making the right first impression?
Truth is, most business websites are missing the mark — whether they are aware of this or not. A website, particularly the homepage needs to wear a lot of hats for all the functions it fulfils. It generates traffic, we frequently send people to it and ultimately it's the first impression many of your customers have of your brand.
Arguably, your homepage is the most important page on your website. The one page that should take the majority of your time and resources. If we could improve how the homepage is performing, the entire website will improve. If the most important page improves performance, this is going to trickle down to the rest of your website.
What should actually be on your homepage can vary, but there are several elements that every website homepage needs to have, regardless of audience or industry.
So let’s take a look at what critical elements your website is missing…
A clear value proposition
Tell your visitors exactly what you do with a clear, easy-to-find value proposition. This may seem like a no-brainer, but you would be surprised at how many websites out there don’t have one.
If people don’t have an understanding of what your company does, who it does it for, and how it does it differently, they are not likely to stick around to find out any more. Set the tone early with a brief, focused value proposition.
Just remember to keep it clear, to the point, and customer-centric.
Example: Gymshark homepage.
Straight forward navigation
Good website navigation is an essential website feature. And we're not just saying that — there's research to back it up. According to a study by Top Design Firms, 38% of consumers look at a page's navigational links and layout when looking at a site for the first time.
When you design your website navigation, carefully consider your visitors and website goals. Remember: There are humans on the other side of the screen that will have to navigate through your site, and their ability to do so can significantly impact on how long they stay. Keep it simple and easy.
Example: Gusto
A clear call-to-action (or two)
As soon as your customers visit your website homepage it should be clear what action you want them to take next.
This is usually a…
Top of the funnel action - subscribing to a blog
Or a
Bottom of the funnel action - requesting a consultation
Take some time to decide what one or two call-to-actions you want your customers to take when they visit your website as they help move the website user down the sales funnel.
Highlights of your content (or learning hub)
People LOVE value rich content and since this is at the heart of any inbound marketing strategy you should encourage people to view your content by highlighting it on your homepage.
Your blog articles, webinars, podcasts, and other content show your expertise and help you build trust. They also offer users a low-risk option to convert and start a relationship with your brand as most visitors won't be ready to buy straight away.
Tip: House all of your content in a learning hub/learning centre.
Client Testimonials (Social proof)
Your homepage typically gets the most hits out of any page on your website and if you place your positive customer feedback front and centre, then visitors will get a chance to see it even if they don’t browse any further. In fact, seeing positive feedback will often prompt them to explore further.
68% of respondents claimed they would make a purchase after reading positive reviews for other customers.
Example: Manscaped, two different examples of social proof
Overview of services and features
Being brief is the key here. You don’t need to go into great detail about your product or services on your homepage, but it’s important to reinforce to your audience what they have visited your website for.
Site visitors want to find targeted information that solve their problems efficiently, and providing consumers with a means to learn about or discover your company’s offerings is an important convention of homepage design.
Tip: hit your audiences pain points (See example below)
Example: Hello Social Avenue
Contact information
A contact form is a simple way for your website visitors to contact you.
With a form, you can gather contact information, kickstart lead generation for potential customers, or simply connect with your audience. Contact forms also help build relationships and, in turn, trust in your visitors. You're just another faceless website if you don’t build those relationships.
The easier you make it for people to contact you the more likely they will.
The process your customers will go through
Make working with you seem easy. Website visitors like to know what the next step of the process is, by laying out a simplified version, buying or progressing to the next stage is much more attractive to the visitor.
By incorporating these essential elements, you can create a powerful homepage that captivates your audience, drives conversions, and sets the tone for a positive user experience throughout your website. Remember, your homepage is your digital storefront, and investing time and resources in its optimisation will have a far-reaching impact on your overall online presence and business success.
For website support and further advice we are here to help. Get in touch today!
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