Many people put a lot of effort into their blog posts and sales pages to ensure they present the exact message they want to project to their audience. But when it comes to home pages, these are often done half-heartedly and are treated like a laundry list of what they do…without a lot of compelling information to make a visitor stay.
To ensure your visitors want to stay when they hit your home page, ask yourself a couple questions and make sure you do a few things…
Who Are You and What Do You Do?
Visitors need to be able to immediately know who you are and what you’re about. Take a look back to your Unique Selling Proposition or your mission statement and use that information to create a positioning statement or “elevator pitch.” Tell visitors, as briefly as possible, what you do. What problem do you solve?
You don’t necessarily need to list everything you do at this point, but do give the new visitor a logical starting point for working with you.
Why Should They Care?
Offer proof. Share customer testimonials and awards you’ve earned. Back up why you’re the best at what you do. This helps you earn your visitor’s trust and helps them take the next step, which is to take some sort of action.
Help Them Take the Next Step
What do you want your visitors to do on your website? Provide them with a reason to take that action and make sure your navigation supports it. For example, if your primary goal for your landing page is to motivate people to sign up for your email list, then make sure that all content directs visitors toward that action and that signing up is easy to do. The signup form needs to take center stage and there shouldn’t be other distractions.
Keep it Simple
There are arguments for both long and short copy on your home page. The ultimate goal is to provide only the necessary information to motivate the desired action. And regardless of how many words you have on your home page, the information needs to be clear and easy to read. It needs to be simple to scan and understand. This is accomplished with short paragraphs, bullets, and clearly defined sections that are separated with subheadings and design elements.
Take a look at your home page and see where you can make things clearer and more compelling for your audience. When you do, those new visitors will stick around longer and are more likely to be customers.