Amanda Greteman Brent Thomsen Scott Holton
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8 Critical Components of a High-Converting Home Page

If we landed on your business’s home page right now, what would we find? More importantly, what would your customers find?

A home page without a story or a reason to stick around could mean your marketing efforts are falling flat. The home page is the hub of your marketing message. If that message is incoherent or mixed, it can be difficult for your salespeople to do their job. A messy home page can also mean your marketing emails won’t resonate with the people on your list.

No matter the status of your home page, there is always room for improvement. Follow these eight critical components of high-converting home pages and transform your site from a quick exit to a mainstay in web traffic.

Who is the audience?
The hardest part of writing a home page is appealing to a wide variety of visitors while still putting forth a strong sales message. This is different than a landing page, which usually has one singular goal and one specific audience. How do you write for everyone without watering down your message?

Short answer – you don’t. Pick the ideal visitor, the one most likely to convert and speak to that person. Prospects with a passing interest may read the page, but it’s not worth your time to focus on those that will never buy from you. Tailor your message to those most likely to do business with you.

The hero image
Your readers should see themselves in that image. You may want to test whether it should feature a man, woman, or a group, for example. Always consider what type of emotion you want to evoke in your visitor.

Consult with a graphic designer to help you get this right.

The headline and subhead
Your home page needs to have a catchy and pithy headline – something that instantly tells the visitor why they are in the right spot. What is the outcome, transformation or benefit? This should be visible on the page—don’t crowd it with a bunch of other text. Additionally, the headline needs to align with the hero image you chose. Together the two tell a more complete story.

The value proposition
What makes you different or better than your competitors? A value proposition not only tells the visitor exactly why they should do business with you, but also gives your company and sales team a reason to do what they do. Clarity wins the day here; don’t throw in jargon and buzzwords that only have meaning to you. Your prospective client needs to understand what you offer and believe they can’t get it anywhere else.

As an alternative to showcasing your value proposition, you could lead with your target audience’s problem. It’s possible to write a high-converting home page by using a copywriting formula like PAS (Problem, Agitation, Solution). It’s a good idea to test this to see what will work best for your business.

Easy-to-understand navigation
When someone lands on your site, one of the first places they’ll look is at the navigation tabs. Be clear when naming these tabs. You might be tempted to get creative or make them very “me-focused.” Instead, make the tabs clear and name them in a way your visitors will understand and find what they are looking for.

Call-to-action buttons
When someone lands on your page, there’s a possibility they are looking to buy right then. But it’s not likely. Most of the time, they are gathering information, which means your calls-to-action (CTA) need to match.

Instead of asking them to take that final step in the process with a big, bold BUY NOW, provide a CTA that will lead to more value. For example, you could try “compare my options” or “get a quote.” These CTA’s help move the audience to that next stage of awareness without scaring them off the page.

Lead capture form
Your website should do more than just make sales. It should also help you generate leads for future sales. Adding an opt-in form that captures your visitor’s name and email address (at minimum) may seem like a small thing, but it allows you to continue the conversation, long after they’ve left your site. Attract them with a valuable lead magnet—to get them to willingly hand over personal details.

A good lead magnet isn’t an overwhelming piece of content like a 50-page eBook. Instead, a good lead magnet does just enough to prompt action and help prospects achieve a quick win. When it “works” for them, they’re more likely to be interested in what else you have to offer.

Proof points
Proof points help establish trust with your visitors. These can include testimonials from customers or logos of well-known businesses you’ve worked with in the past. You can also include social proof statements such as, “Join 10,000 other [target market clients] who have subscribed to our newsletter.” Highlighting the number of products sold or naming influencers that support your business are two other ways to show your visitor that you know what you’re doing.

In conclusion
Now, go back to your home page and consider adding these components to help improve your conversions. Keep in mind, your home page should be constantly evolving. You will want to test your home page with each change, meaning this will be an ongoing project.

Your home page is your digital storefront. Just as you want your physical store to look appealing to prospective customers, your virtual store front should bring the same energy.

One last thing: As you probably know, writing high-converting websites is our business. If you want to find out more about working with us, go here. We will always be happy to help.

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At AKC Marketing we honestly assess the perception of your company. We push to market you above your competition. We do this by igniting your inner brand - focusing on what your true value to the marketplace is. To make it impossible to be ignored in your industry.
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