The DNA of A Successful Homepage
What constitutes a well-designed Home Page? Just what is it that leads to higher conversion rates of web traffic to revenue? How do you write copy that engages and leads visitors through that call to action button, to that contact form that delivers new leads? We’ll discuss the answers to these questions in this article.
Conversion Rate Optimization
The goal of a website homepage is to convert visitors into revenue. Your Conversion Rate Optimization (CRO) is the analysis of this conversion. Whether you’re collecting emails for a newsletter, contact info for sales leads, or flat out purchases - your CRO should track the percentage of website visitors that answer a call to action (CTA).
A well designed homepage should lead visitors to a call to action. Moreover, it should entice them to answer that call to action. There are a few different ways to accomplish this.
High CTA Button Count
One CRO strategy is to place a high number of CTA buttons throughout your homepage. Roughly one at the bottom of the every section on your homepage. A high CTA button count provides ample conversation opportunities. Placing CTA buttons in subtle and tactful ways can lead to higher conversion rates without taking away from the quality of your home page. A pro tip for CTA buttons - be sure to place them in your header as well. This button will be visible on every page, and can easily drive traffic through your website.
CTA Button Anchored Hero Page
Let’s talk about the hero section of your website. This is the very first thing your website visitors will see, so it should stand out. The goal of the “hero section” is to showcase who - or what - will save the day for your client.
Some companies utilize an informative video as their heropage. Others choose a creative graphic that strikes a cord with their target audience. No matter the design route you choose, your hero page should immediately grab the attention of your visitors. Be sure to include your tagline, and a button below your tagline. This way you can educate your visitors on how you help, and give them the option to take that next step.
The point of your website - from the homepage to the about us page, and even your blog - is to drive revenue. That’s done through CTA buttons. Put one up front and center. Grab the attention of your visitors, and then immediately transition their attention to answering a call to action.
Direct Purchase Home Page
Your homepage does not need to be a broad overview of what your company does. It does not have to serve as just the top of the webpage transition order. One of the best website conversion strategies is to utilize your homepage as the main pricing and purchase page. Your website’s purpose is to convert visitors into customers. You can drive that conversion by inviting visitors to purchase your product or service from the moment they enter your site.
There is no better call to action for a website visitor to answer than a paid purchase. An “order now” button is just another form of a CTA button. Whatever you sell - selling it on your homepage can seriously drive your conversion rate.
Make it Easy For Visitors to Contact You
If you operate on an inbound lead strategy then your homepage should advertise the best way for website visitors to contact you. Have a 800 number? Throw it up in bold on your hero page. Utilize an automated email? Place it up front in a large, hyperlinked font so visitors can contact you by just clicking the link.
The key in website optimization - and business development - is make it as easy as you possibly can for prospective customers to contact you, and more importantly, pay you. If you aim to gather inbound leads, then make it easy and enticing for your prospects to get ahold of you.
Your contact information should be in at least two or three places on your homepage. Even if your homepage is a direct purchase webpage. It should be up top in the banner, it should be in the footer, and if you design a hero page then it should be showcased there as well.
Let Your Copy Lead
The goal of the copy on your homepage is to lead visitors to that call the action button. The copy on each homepage section should be written for this purpose. The best way to do this is to write each section as its own stand alone section.
Each section needs an introduction, a concise description or message, and a conclusion that invites the visitor to answer a call to action. Think of each section on your homepage as another opportunity to close a deal. Most homepage designs will allow you three to four opportunities to convert website visitors into customers.
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Need help developing your website? Want to get your blog up and running? Give us a shout! We can transform your website into your best marketing tool. We can help you convert website traffic into revenue earned.