How to Build a Website Homepage that Converts Visitors to Customers
It’s time to build your website, and you are so excited! It’s been on your list for ages now, and you are finally tackling the project.
You can see it in your head, and you know it’s going to take your business to the next level. You sit down to start this huge project. Open up a Word or Google doc, and start to think.
Wait, where do I even start? What do I actually put on my website and where?
You my friend, are not alone. Laying out and writing content for your small business website is not an obvious thing, and requires some dedicated thought. Thankfully, there are people to help you in the process.
Today I want to tackle one aspect of laying out your website—your homepage. In fact, it’s probably one of, if not the most important part of your website. Why? Your website homepage is often the first thing people will see when they land on your page. It’s your chance (and you only get one) to draw them into a compelling story, that they (not you) are the hero of.
You are taking your audience on a journey toward either solving a problem they have in their life, or adding value to their life. Your homepage is a way to guide them step by step, with all the appropriate tools they will need.
Here are eight key sections you can have on the homepage of your small business website:
A clear sign in the ground
The sign is the very first and most important part of your website. It will not only catch potential customer’s attention, but it will be extremely clear and concise about what the journey is ahead. Basically, it’s your header.
Now, there are three very important things you need to do in your header: Tell people exactly what you have to offer them, how it will improve their lives, and what they need to do to get it, or your call to action. And guess what? This should be clear within the first few seconds of viewing your website!
An example would be: “Quality branding and Squarespace web design for businesses and nonprofits” (what I offer), “get a website that works for you” (how it improves their life), and finally a “work with me” button (how they can get it).
A tip for this section would be to choose your complimenting imagery carefully. You want to show the benefit and value of your product or service in the lives of your customers. You want it to be positive, engaging and high quality. Example:
A bridge to cross over
Now, your potential customers are on your site most likely because they have a problem they are trying to overcome—a roadblock. Remind them of what these problems are, and the challenges they pose in their lives. Show them that they no longer have to deal with these roadblocks, because your product or service is going to help them get over them. Example:
A map to guide
Remember how I said your customer is the hero and you are the guide? Here is your chance to guide them (think Yoda, or Gandalf). You’ve identified the problems, but now how can you help them? What makes you the expert or sets you apart from others? What kinds of benefits are you going to bring into their lives? Express empathy and care for your potential customers, and try to relate to where they are at, especially if you created this product or service because you found yourself in the same position they are in now. Example:
Crossroads to choose from
If your company has different lines of products or services, here is your change to differentiate. It could be anything from having 3 different product lines (my client Healing Roots Naturals has a perfect example; they have baby, body and wellness lines of products), to different types of services you offer. Your potential customer can then choose which path best suits what he or she needs.
A map legend to clarify
This is an additional section you can have on your homepage, if you would like to provide even more context or clarity about your service or product. It can be a few sentences or short paragraph that sheds another layer of light and detail onto who you are. A couple tips would be to keep it short and not too wordy, and use plain, simple language that someone not familiar with your industry or product would understand.
Directions on where to go
When you go on a journey, it’s always nice if someone gives you very specific directions. In this section, it may seem obvious to you, but it often helps to plainly list out the steps your potential customer must take in order to have success with your product or service. For example, you could say something like “1. Secure your space 2. Prepare your content 3. Design and launch!” Example:
Recommendations from other travelers
Usually on a journey, other people who have already been down that road, will provide their best recommendations. What should you buy? How did it help them? Why did it work so well? This is the part of your site where you can add testimonies from previous clients or customers. It’s one thing when you are selling your own product, but it adds immense value when potential customers hear from other customers, about how much it improved their lives, and in turn are selling your product for you.
A compass to assist
It’s always helpful to give people tools that will benefit them on their journey. Providing free content or downloads to your potential customers, giving them valuable insight that will help them on their way, is not only beneficial to them, but when they give you their email in exchange for the free content, you now have an email list you can start building (PS, email marketing is hugely successful right now, but another blog on that later). We call this a Lead Generator. It is a section of your website that provides a free piece of content, in exchange for an email address. It can literally be anything from “5 Secrets to Building a Killer Website” to “3 Tips for Keeping Mold Out of Your House.” And guess what, here’s an example of a real life FREE downloadable PDF!
There you have it! This list is by no means exhaustive. These are just simply eight things that will help you guide your audience through a beautiful journey. Feel free to play around with each aspect and the order of things (although it’s highly recommended to always keep the “sign” or header first).
I hope that now when you sit down to think through and write out your content, you have somewhat of a guide to work from, as you are well on your way to getting a killer website!