Your homepage is your strongest asset. For most companies 50% of their traffic is through their homepage. It is your first impression and sets the pace for your company. It needs to reflect your goals and be a top priority. Each company is different and may have different expectations for their homepage, but there are three goals that ring true for any business.
Identify Your Visitor’s Needs Someone that is visiting your website is there to fulfill a need they have, whether it is to solve a problem, buy a product, or find information. They should be able to determine within 5 seconds if you are capable of fulfilling that need. If they are not able to determine that within that small window then they will leave. Your message has to be super clear and incredibly obvious. No one wants to read a paragraph to understand what you do. They don’t have that long of an attention span. You need to make your key services stand out and have a paragraph below for more explanation.
Create An Unimaginable Experience Visitors are not tolerant of a bad website these days. There is simply no excuse for having a poorly designed website. These businesses show their visitors and potential customers that they don’t care about their brand or the people who visit their page. There is simply no allowance for neglecting your website. You can’t afford it. Your website is the core of your marketing activity. So if your web presence is suffering, you are leaving a lack luster impression with your visitors.
Help Guide The Visitor As soon as the visitor identifies that you can meet their needs direct them to the next step. Don’t make it difficult for them to understand what to do next. Give them a Call to Action! Make it obvious what you want them to do. The next step should draw them further into your site and become more engaged with your company. Make it an easy and enjoyable experience and they will come back for more.
Take the time to make your homepage a priority. You can’t afford not to. It should reflect who you are and what you do. If you are able to follow these goals, your homepage should be a home run!