May 2, 2021
As a business owner, you probably already know the importance of having a website for your business. They drive sales, function as your digital storefront, and establishes legitimacy for your business. Having a beautifully designed homepage is good, but how do you know that your homepage is effective in being your sales machine, that there is strategy and intention behind all the pretty aesthetics?
You’re in the right place. This post is dedicated to imparting certain key tips that every homepage needs in order to maximise the full potential of your website. No matter how you choose to order and beautify your homepage, a page without strategy and intention to achieve your business goals is not going to convert visitors into paying clients. In summary, these are the 5 sections that every homepage needs, no matter your type of business.
Every visitor lands on your homepage before any other page or section in your site. You have 5 seconds to make an impact on that visitor, after which they either lose interest, or become intrigued by your product and want to learn more. Don’t use cute or clever language, use language that is simple and cuts straight to the point. Many businesses love using language that is complicated, punny or intended to impress, but doing that loses the importance of those 5 seconds of show time a visitor gives your company. Use a simple one-liner to explain:
As you can see in the image above, the problem my target audience faces is that they lack the time and expertise to create their own brands and websites. The service I offer is a 24 hour branding and web design done-for-you package. The intended result after purchasing my service is that my clients would have reclaimed more money and time. In just 5 seconds, I have managed to effectively communicate what I offer, sieve out my target audience from those who are not, and explain to them the result of working with me. It looks simple, but it is well-intentioned and strategic in ensuring that I am speaking to my target audience, and that they know I am speaking to them. It has piqued their curiosity and they are ready to scroll further.
Additionally, you want your header to include a ton of call-to-action (CTA) buttons. In the screen grab above, you can see 3 CTAs already. Some people feel that this is too much, and prefer just having 1 CTA. Debating the number of CTAs you want in your homepage is up to you, but the important thing is to understand the strategic positioning of these CTAs. They direct your audience through the homepage. When someone lands on your page, they scan your site in a left-right, top-bottom approach, zig-zag manner. As such, your first CTA should appear at the top right hand corner of your website. The next CTA should be located right below your one-liner, so that your audience is aware of the action you want them to take after landing on your site. For me, it is booking a free discovery session to discuss how I can help my audience with their branding and websites. If you are an online shop, it would probably be ‘shop now’ or ‘browse products’. If you are a business coach, it would probably be ‘book now’ or ‘watch video’, depending on how your sales funnel strategy works. While most visitors do not click on any of these at the start, you are signalling a simple action from them that they are aware of at the very start. They know that you want them to schedule in a call, or browse your products and that is kept at the back of their minds as they scroll your site.
Next, you want to ensure that you have a short section within your website that lays out how your target audience may be feeling right now, with the intention of explaining how your products can help them solve these issues later.
This section should be kept short and sweet, but expressing empathy with your target audience. You want them to know that you understand how they feel, because you genuinely do! While there is a great variety of design layouts to go about expressing this section, I love the row of 3, as it is visual and forces your copywriter/designer to consolidate the top feelings of your target audience into a simple effective section. Other ways of expressing this can be a row of 5, or a short paragraph of content. It can even be a video if you prefer that extra human connection to explain this to your customers. You want to be empathetic, yet illustrating that time is ticking and that a problem needs to be solved. Lay out the problems your audience is experiencing to explain to them that action needs to take place in order to achieve that next-level self.
Once the stakes section has been crafted, you want to place this section immediately after. This positions you as the guide to your customer’s problems, as their knight in shining armour ready to serve and solve their issues. After expressing empathy to their cause, you demonstrate your authority by being able to solve their problem.
Some great ways to show this can be inserting previous client testimonials, logos and branding of established businesses, or even video testimonials or screenshots of client appraisals. Numbers are also an amazing way of establishing authority. You can place the number of clients you’ve served, the number of hours you’ve saved your clients, or the amount of revenue you have helped your clients to generate. Many websites already contain this section, so go look up your favourite brands to see how they do this and adapt it in a way that feels right for your business.
If you are just starting out and have yet to gain those testimonials, that is completely fine. Churn out a short paragraph, list or graphic that explains what you do, and how your services solve those problems. You can even upload a video of yourself explaining how much you believe in your product. The main aim of this section is to establish your business as the solution to your clients’ problems.
Now that you have the above 3 sections, you have a pretty solid foundation in terms of web design strategy. However, you still haven’t secured the sale. People want to know what’s in it for them, and how much work will be involved in order to solve their problem. As much as your service may involve a ton of steps, you want to boil it down into 3 simple processes.
The simpler this section is, the more at ease your visitors are going to feel. Don’t list out a whole ton of steps yet because they are just warming up to your offer. They are paying you so that they can lighten their load. So make sure you convey that in this section!
Remember to link a CTA button at the end of this section, ideally the same CTA as what you included right at the start in your header!
This section is absolutely crucial for your business. So many businesses are so afraid to talk about what it is they offer, preferring to beat about the bush and use lengthy chunks of text without even stating plainly their service and associated price. Customers want something to accept or reject. If they have to go around your site hunting for your services, there is a high chance they are going to lose interest and leave your site. If you are a service-based business or you feel you’re offering something that requires a custom quote, you don’t have to list the exact pricing there, but you need to list your services.
Although I offer more than these 3 services, I chose to include just these 3 in the homepage. The rest of my services are listed more in-depth in the actual service page itself. Again, we don’t want to bombard our visitors with so much information from the get go. If you offer only 2-3 services in your business, or you’re just selling a single product, that is great. Just list it there and put a link regarding how to purchase. If you offer more services like me, this section will require some time to think about and strategise into 3-4 main columns. I have found the rule of 3 to work wonders for me. Customers usually gravitate towards the middle section, because they don’t want to purchase the cheapest item, but neither are they willing to invest in your most expensive product. They want something that makes them feel that they have made a smart choice, hence the middle column. Use this psychology to guide how you craft your service offers. Place your most popular offer in the middle, and strategise 2 more services to place in support of that most popular offer.
Now that you have read all about strategising your web design layout, get to action, or hire a web designer who can help you with it. Remember that knowledge only gets you halfway there, if you don’t take action, nothing will happen! If you would like to book a free consultation call with me to discuss working together, do not hesitate to do so. Simply fill in my contact form here at spilltheteacreative.com/services .
Sending all my love,
We understand that building a brand and website is time-consuming, which is why we want to elevate your brand in 24 hours to convert leads into dream clients.
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