Is Your Homepage Doing More Harm Than Good?
Nov 12, 2010
One of the biggest issues we encounter with websites is a homepage that can't keep a customer on the site. While all of your pages should be designed with the idea that they could be a "landing" page and need to function on their own as a marketing tool, the homepage is often your first chance to make an impression. Follow the tips below to keep customers around:
- Be clear and immediate - Potential customers are selfish - they want to know what's in it for them right away. Make sure your homepage contains a clear description of what you do, why you do it better than others, and why it benefits your customers. This description should be featured front-and-center on the homepage. If your customers are unsure about your specific products or services they won't spend much time trying to figure it out before they leave.
- Be brief - Don't write a novel describing yourself or your business. Too much text turns customers away quickly. On-line consumers have plenty of other options so they won't spend time digging through paragraphs upon paragraphs of information to find what they're after. Use brief bullet points to describe what you do and why you are unique.
- Keep it simple - Homepages with too many graphics, buttons and links can overwhelm customers. They won't know where to begin and will be distracted by all the additional content. An aesthetically pleasing site is important, but don't clutter the homepage with "fluff" at the expense of the message you're communicating.
- Provide a clear call to action - Don't simply tell people what you do and why you're great at it - ask them to do something: visit the Products page to start shopping, call us for a free estimate, etc. Provide easily identifiable links that make it obvious to the customer how to get to the page on your site where they can accomplish what you ask of them.
- Make navigation easy - Your homepage is the portal to the rest of your site. Make it as easy as possible for your customers to get to your other pages by grouping links or buttons into navigation bars or menus that are easy to spot.
- Feature your contact information - Don't make customers search for your contact information. Feature it prominently on your homepage so they can reach you easily.
Your homepage is your first opportunity at grabbing your customers' attention. Make sure it does that instead of driving them away.
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