Upside-Down Thinking by Patric Fransko
by Patric Fransko
April 26th, 2017

Home, Not So Sweet, Home

I want to cut right to the chase: many of the homepages on your websites are far from being sweet. In fact, your bad home page may be killing the sale before it even had a chance to happen. In this article, I want to discuss the importance a website homepage plays in a company’s overall branding and what you can do to avoid the worst pitfalls. 

First, I think we can all agree that a company’s website is the primary hub of any marketing or branding that is being used in 2017. Even if you are using social media marketing, the goal is often to drive traffic back to the company website. I often tell clients that a website in 2017 is like the Yellow Page ad in 1975. A well put together site, just like the Yellow Page ad, creates a positive impression of the company and instills built-in credibility. Likewise, a poorly put together website, or Yellow Page ad, could get a company counted out of the running at first glance.

With this being the case, I have listed some areas that you should pay particular attention to in order to make the homepage of your website something that grabs a potential client’s attention and converts that traffic to a lead.

  1. Organization – Your homepage should be well organized and be easy to navigate. The visitor should be able to tell quickly what it is that you do, what they may be interested in and how to navigate to that information. If someone has to look too hard for what they came for, they are likely to leave and try to find it somewhere else.
  2. Concise wording – A homepage is where you are trying to give the visitor directions to the information they came to see, not the entire story. You want to create small snippets of information coupled with navigation to guide the visitor to the appropriate pages most relevant to their visit. Someone does not want to read through paragraphs of text just to determine where to go next. We suggest using concise text coupled with appropriate icons to enable a visitor to navigate quickly.
  3. Assumed knowledge – In most cases, you should write the text on the page with the assumption that the visitor does not understand much about you or the products that you offer. Avoid using industry specific language, abbreviations, etc. Present the data as if anyone looking at the page would be able to understand what is being offered and how to proceed to the next step.
  4. Slow load time – Your home page should be designed to load quickly. In 2017, no one is going to wait beyond a few seconds for a website to load and be ready to navigate. Make sure that your page is optimized for speed, both internally and externally. Internally, make sure image size is compressed properly to deliver high quality while keeping the size to a minimum. Externally, make sure your hosting service is of good enough quality to enable fast website load times.
  5. No calls to action – Now, I don’t mean that you need to be asking for the sale on the homepage, but you should have areas where someone can easily understand how to take the next step when they are ready. Whether it is a “To contact us now, click HERE,” or “To receive a free quote, Click Here,” etc. Just make sure that the moment the visitor is ready to take the next step in the process, it’s easy for them to know where to go.

Your website homepage can either be the first step on the path to a sale or the exit door. I hope this brief list will help you avoid potential pitfalls and make it a very pleasant place to land.

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