12 Crucial Things Your Home Page is Missing

by Christina Hooper on March 4, 2020
in General

If you have a website, but it’s not bringing in new leads for your business, then it might be time for a redesign. Your Home Page is the digital front door to your business. For many of your customers it will be one of their very first impressions of you.

Because of this, it’s important to make that first touch a good one. So let’s look at what you can do to make it better.

Home Page vs Other Pages

Most of the pages of your site have a single function that they need to perform and because of that, we can make a good educated guess on the type of user that would be interested in it.+

Contact Page

Goal: Provide all of the information someone needs to get in touch with you in whatever way is most convenient for them.
User: Someone that’s researched your company and services and is ready to talk to a human about what you do.

Services Page

Goal: Provide an overview of the services you offer so someone can see if you do what they need.
User: They know enough about you at this point to think it’s possible you can help them, but they want to make sure before they contact you.

Your Home Page is completely different though. People are coming here as kind of a default. They searched you and found it. They saw it on a card, or billboard, or radio ad and came to it.

We don’t really know much about who they are, what they want, or why they came to you.

Because of that, your home page has to be incredibly versatile. It needs to attract traffic, educate the visitor quickly, and invite conversions (you getting them to contact you).

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Check out this handy infographic from HubSpot on 12 critical elements every homepage must have:

#1 Headline

Within 3 seconds, a website needs to tell visitors what the site has to offer. Keep your headline clear and simple — no fluff.

#2 Sub-headline

Your sub-headline should offer a brief description of what you do/offer. Zero in on a common pain point for your target audience. Avoid jargon, and don’t just talk about yourself.

#3 Primary Calls-to-Action

The goal of your homepage is to compel visitors to dig deeper into your website and move them further down the funnel. Include 2-3 calls-to-action (CTAs) above the fold (before they have to scroll) that direct people to different stages of the buying cycle.

#4 Supporting Image

Most people are visual. Make sure to use an image (or even a short video) that clearly indicates what you offer. Use images that capture emotion and cause action, and avoid cheesy stock photos.

#5 Benefits

It’s not only important to describe what you do, but also why it matters. Prospects want to know about the benefits of buying from you. Keep the copy lightweight and easy to read, and speak the language of your customers.

#6 Social Proof

Social proof is a powerful indicator of trust. Include just a few of your best (short) quotes on the homepage, and link to case studies if applicable. Adding a name and photo gives these testimonials more credibility.

#7 Navigation

To decrease bounce rate, give your visitors a clear path into your site from the homepage. Make sure your navigation is visible at the top of the page, and make it simple and easy to find what they’re looking for: include a search box if you can.

#8 Content Offer

To generate even more leads from your homepage, feature a really great content offer, such as a whitepaper, ebook, or guide.

#9 Secondary Calls-to-Action

Secondary CTAs should be included to offer additional conversion opportunities for prospects who aren’t interested in your primary objective. While your primary CTAs should be above the fold, place your secondary CTAs below the fold to give visitors things to click on when they scroll down.

#10 Features

In addition to benefits, list some of your key features. This gives people more of an understanding of what’s provided by your products and services. Again, keep the copy light and easy to read.

#11 Resources

Most visitors to your website won’t be ready to buy. Make sure you offer a link to a resource center where they can learn more. This also helps you establish your credibility as a thought leader in your industry.

#12 Success Indicators

In addition to customer success stories, awards and recognitions can also help inspire a good first impression.

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