The homepage of your website is the first impression and the first chance to convince prospects that you can address their need. Besides looking good, a homepage must accomplish much more for your business. When visitors land for the first time on your page, you need it to answer four important questions: What is your product, who is it for, why your product and what should visitors do next?
1. What is your product or service?
You might think it’s obvious what services you provide, but even if the name of your company is John’s Landscaping, potential customers might still have questions. Do you provide your services to commercial and residential clients, what areas do you cover and how available are you? Make it easy for visitors to understand all relevant details about your business.
Make sure you can convey your message at the top when the page loads, instead of needing a visitor to scroll to find out. Using visuals can show what your product or service is in a more concise way than text.
2. Who is your target?
Explaining who your product is for can help visitors understand whether they are in the right place. Research your potential customers to find out who you should be structuring your marketing around.
Customer testimonials and reviews can be helpful to show who has used your product or service in the past. The more people satisfied with your product, the more likely visitors will decide in favor of your product. Photos of people using your product, who reflect your target audience, can be a good place to start.
3. What differentiates you?
This can be the most challenging part of your homepage design. Explaining your advantage over competitors is tough and needs a creative touch. If you’re the third coffee shop in the area, your homepage has to prove yours is the one to visit.
You can highlight your experience to build consumer trust. If you’ve been making customers happy for 10 years, tell people that. If you have a product with unique features, convey that so you can separate yourself from the competition.
4. What should visitors do next?
Whether you want people to buy something online, to book an appointment with you, visit your shop you need to have a call to action for website visitors. If you’re not clearly telling people what’s next, they may lose interest and leave.
Call to action buttons, like read more or buy now, can be an easy way to drive customers to subsequent pages. Make the button stand out and display it prominently. If you want people to send you an email or give you a call, make your contact info easy to find. The faster and easier a visitor can complete what you want them to do, the more likely they are to do it.