In part 2 of our 5-part series on a winning website, we will look at the importance of having an effective home page. Serving as your company’s virtual front door, your homepage is one of the most important and most viewed pages on your website. A poor home page can destroy any chance of achieving your business objectives while a good home page can draw visitors in to learn more about your product or service. When a customer comes to your website, you have 7 seconds to tell them what you can do for them and why they should consider you. Your home page should be built to do that and only that. Here are some tips to consider:
- Use graphics to give your potential customer an example of what it’s like to do business with you. If you sell sweaters, show a happy grandmother pulling your sweater from a gift box. If you’re a fine dining restaurant, show a happy couple laughing over an elegant meal at one of your tables.
- Convey your level competence. 30 years experience? Trusted by major brands? 5-star review from a well-known publisher or critic? Customers want to know immediately that you’re the real deal, and flashing these sorts of credentials are the quickest way to earn the credibility needed for further consideration.
- Tell them how to buy. If they can’t see the checkout counter from the front door, they have to assume this isn’t going to be easy. A call-to-action front-and-center on your home page conveys the simplicity of doing business with you.
- Look good to everyone. This means using modern styles, responsive design and an appealing color pallet. You might not think that has anything to do with how well you grill a steak, but it has everything to do with who’s willing to try your steak. If your site looks professional and well maintained, customers will assume the rest of your business is equally cared for.
- Mobile responsiveness is a huge issue right now, with many older websites not conforming to today’s standards. Regardless of how much you spent on your website in the past, a dated web presence could very well be hurting your bottom line today and into the future.
- You never get a second chance to make a first impression. That’s why your homepage is undoubtedly one of the most important pages of your website. Because it gets the bulk of site traffic, it is crucial for your homepage to covert as much traffic as possible into leads, and, eventually customers.