Your homepage is not about you. It's about the visitors you want to attract. Yet, I see many new businesses focus their homepages on themselves. If your website doesn't clearly answer readers' questions, so they know they are in the right place for them, they won't download your opt-in gift to get on your list, nor will they buy your products and services. Here's how to write a great homepage that connects with your visitors.
What Nonprofessionally-Written Home Pages Do Wrong
Many home pages focus on the word "I" rather than the word "you." The author says what she likes, what she does, why she likes it, how she does it.
These pages often start with words like, "Welcome to my website!"
Components of a Great Homepage
Your prospective clients are not interested in these subjects. They want to know what you can do for them.
- Do you understand their needs?
- Do you work with people like them?
- How do the services you provide help them?
- Are you reliable and credible?
- What do I do next?
A great homepage focuses on your visitors' needs and interests, so they know they're in the right place. Then, it gives clear benefits and entices them to begin an ongoing relationship with you by giving their email address in exchange for a valuable ebook, report, or video. Finally, a great homepage provides clear options for choosing where to go for other client-focused information.
For example, on my website, I quickly say who I serve and the benefits they get. I list their challenges to show that I understand. Then I list the solutions I provide, give some testimonials, and briefly say my qualifications. Finally, I provide a call to action. In my case, I invite readers to contact me for a complimentary discovery call.
How to Lead Visitors Where You Want Them To Go
My readers know right away whether they are in the right place and what problems I help them solve.
The headings let them skim.
I also provide links to services and about pages within the text, if they want to find out more about those right away.
Since my discovery call is most important, though, I have the invitation with a big, magenta button to attract attention. You might use another color button, but it should contrast with the rest of your page.
Questions You Need to Answer on Your Homepage
Here are questions you need to answer for yourself, so you can state them clearly at the beginning of your website.
- Who do you serve?
- What do your desired visitors want?
- What specific problems do you help them solve?
- What benefits do you offer?
- What results do they get working with you?
- What’s your unique message?
- What’s different and special about your services?
- How are you qualified?
- What do they need to do to get started?
Your website is the hub of your business, and your homepage is where you begin to establish a relationship with people you want to serve.
Make your homepage communicate value to prospective clients by telling who you serve, showing that you understand and can solve specific problems they have, and stating the benefits you offer them.
Let's Talk
Contact me to discuss your business goals and how your home page can attract prospective clients and keep them reading.
