What Should a Home Page Look Like?

Ask any 100 small business owners, and most will probably say that they understand the importance of creating content that connects with their audience and converts site visitors into prospects and prospects into customers.

However, if you look at those businesses’ websites, you’ll probably note the following:

• About 10 of those businesses don’t even have websites. Their 252-follower Facebook page is doing all the heavy lifting.
• About 20 of those businesses have postcard sites — one pagers that provide tons of info or hardly any info — all on one page. (The on-page SEO opportunities are practically nil when you offer only one door into your company.)
• About 60 of those businesses have a multi-page site built in WordPress, Squarespace, Wix, or Weebly. (Heads up: It should be built in WordPress.) Skim the home page, however, and you’ll be pressed to figure out who they are, what value they offer, or what they want you to do.

The remaining 10 sites look and feel different than the rest. You gain instant clarity about who they are, what they do, who they serve, and the benefits they offer. You understand how to get more information about topics that matter to you, learn more about their expertise, take advantage of the free resources that they offer, and buy their products or services.

I estimate that 1 of out 10 companies has a home page that means business. I’m talking about a home page designed with great intention based on the psychology of how people skim content. I’m talking about a home page that gives site visitors an immediate sense of whether or not the business is the real deal — and whether that business might be exactly what they’re looking for.

Yep. One out of 10.

Components of a High-Converting Home Page

A lot is at stake here. After all, when your prospective customers land on your home page, that’s a win. Ideally, you’ll keep them riveted and entice them into taking some next step.

That next step might be giving you their email address in exchange for a high-value resource you offer for free. It might be following your LinkedIn or Facebook business page. It might be signing up for a webinar you’re offering. In some instances, the next step could involve a phone call, email, or purchase.

The goal is to get your prospective clients to take some next step. To achieve this important goal, your high-converting home page should include the following:

• Hero image (image or banner at the top of the website)
• Clear tagline or summary of services/value at the top of the page
• 2 calls to action, one direct and one transactional — also at the top of the page
• 3-4 clear benefits your products or services offer
• Client logos or testimonials
• Summary of your process (what it’s like to work with you)
• Opportunities to download free, high-value resources
• Links to your social media pages
• Concluding call to action

All of these components are important. That concluding call to action is super important, as it’s the last major component they’ll see on the page. Think of it this way — if someone takes the time to read your entire home page, they deserve an award. Give them props for hanging in there with you, along with yet another opportunity to do whatever it is you want them to do.

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