The homepage of your website is often the first point of contact you have with prospective clients. On average, your website has just a few seconds to impress potential clients before they click away to another site. That means your homepage is the FIRST place you should look if you’re website isn’t generating leads for your business!
If your goal is to generate more quality leads outside of word-of-mouth referrals, then putting in the time to make your website hustle harder for your business needs to be at the top of your priority list. Everyone does their research these days, and if your website isn’t making a great first impression, then it’s holding you back.
Four Questions Your Homepage Should Answer
Thankfully, you can turn around your underperforming homepage with just a few tweaks. Today, let’s take a look at the four things clients look for on your homepage.
Do you have your homepage ready to reference? Okay, let’s get started!
A Quick Note: Your home page isn’t meant to be a mini novella. The home page is meant to act as a guide towards the rest of your website, pointing clients in the right direction for them (like clicking to a sales page or going directly to booking a call with you). Keep your responses short and sweet. You can go into more detail on other website pages.
Homepage Question #1: Who are you?
One of the FIRST questions potential clients will have when they land on your website is, who is this person? This is actually one of the most common mistakes I see on websites that don’t convert: business owners who don’t introduce themselves or show their faces. This is a big no-no! Especially when you’re trying to make a great first impression and show that you’re a trustworthy and reliable service provider. Add a short introduction about yourself and a recent photo to your home page to help potential clients get to know you.
Homepage Question #2: What do you do?
The second most important piece of information that potential clients look for on your website’s home page is what do you do? If someone lands on your website, chances are they were already searching for the services you provide, so let’s reinforce that they are in the right place by highlighting what you do and the services you offer right on the homepage. This can look like a quick overview of the services you offer with links to a service page that goes into more detail or linking to your about page. Whatever makes the most sense for your business!
Homepage Question #3: Who do you work with?
Potential clients want to know that you specializing in helping people like them so that they know they’ve found the right fit. So don’t be afraid to get specific about your ideal client here! They want to know that you’re experienced in working with creative entrepreneurs, first-time moms, female CEOs, etc. Helping them self-identify as your ideal client helps to increase conversions.
Homepage Question #4: What do I do next?
Now that your website visitors have the information they need to know that they’re in the right place (or not!) next we’ll want to share with them where to go from here. This can look like directing them to your sales page, encouraging them to book a call with you, or sending them to the contact page to submit an inquiry. It’s important to have this final component of directing your visitors to the next step. It provides a seamless and more enjoyable user experience and also increases your chances of conversions if you guide them through your process rather than leaving them to their own devices and hoping they figure out what to do next.
Every page on your website needs a purpose. The purpose of the home page is to introduce who you are, what you do, who you work with, and what potential clients can do next to work with you.