Important Advice for Your Business Website Home Page
Advice for Your Website Redesign
In the good old days of business website design, the home page of your business site was an online portal to all your services and offerings. The golden rule then was that visitors had to be able to access every single thing on your site with just one or two clicks.
This meant complicated and busy home pages with navigation options spread all over the place – the top, the bottom, the middle, the side.
Websites had to be all things to all people and the result was a mess.
Skip forward to today. The way people use the web has changed and companies have even more avenues to promote their online presence through business directories, social media, and blogging. As the result, the way we design websites has evolved.
Today, the single most important goal of a business home pages is to convert visitors into customers. Today, less is more.
So what does that mean in terms of design? It means that we’ve gone from letting customers go where ever they want to making sure they follow a specific path. These paths are designed to tell a story and achieve a specific goal like getting a sale, or encouraging a contact. We call
Want a great example of smart thinking for business home pages? Take a look at Big Cartel:
The goal of their website is clear: to get people to sign up for their services. So the three critical path choices available (What is Big Cartel, Who Uses Big Cartel, and How Much Does it Cost?) immediately address the most important questions a potential client might have.
By identifying and tackling these key questions up front, Big Cartel effectively answers the most common questions immediately, quickly builds trust (by being up-front) and converts visitors to customers.
So how do you do the same thing for your business home page? Here’s a few hints:
1. Be clear about what you want your visitors to do. Give users 2-3 clear calls to action on the home page. Good ones to have include “who we are,” “what we do” and something that allow users to quickly convert (ie, a button to purchase your product, a quick link to get more information, or a way for users to to sign up for your service).
2. Let happy customers promote your business for you. We are living in the age of the expert opinion and the expert is anyone with a blog or social media following who has been a customer/user of your brand.
What these people say about your company has more influence on potential customers than anything you could say on your own behalf. So putting reviews, testimonials and positive comments from past customers front and center is one of the fastest ways to build trust.
Encourage your customers say good things about you and then promote their positive feedback. You’ll be surprised at how your business takes off.
3. Make it easy for visitors to become customers (this one is most important). The entire goal of your home page (and really, your entire site) is to convert visitors to customers.
So make the process as easy as possible for users: publish pricing where applicable, answer common questions before they’re asked, make it easy for customers to contact you (phone number and address on every page), and most of all, re-iterate your primary call to action.
Getting your home page right is important. Do a great job and you’ll see real business from your site. Get it wrong and you’ll wonder why your competitors leave you in the dust.
Want to see what a new website for your business costs? Less than you might think. Start a conversation with us – you’ll be surprised at well we can make your new home page work.