4 Ways To Create A Homepage That Converts Visitors Into Customers
By: Devin Santamaria
The rise of do-it-yourself website builders has made it easier than ever for businesses, particularly small and new businesses, to get a site up and running. Unfortunately, it has also led to an explosion of unplanned, and unproductive homepages. Here are 4 tips anyone can implement to stand out and produce better results with their homepage.
Make your first view impactful
It sounds simple enough - but most websites miss this opportunity in a big way. Ultimately, your visitors are looking for 2 things -
- Information about your business, services & prices
- How to contact you
With over 60% of website visitors not scrolling past the first view - the first thing they see needs to be impactful, and encourage them to take action. A few tips to make an impact -
- A clear, concise main heading that tells your visitor what you do
- A prominent, contact button/icon, ideally, one that utilizes either the mailto: or tel: link types so they open the user's mail/phone app on tap.
- give a sneak-peek at what's below-the-fold. Show a bit of the next section, but just barely.
Clear, prominent CTAs
Some estimates show that over 75% of websites don't have a clear call to action at all! Adding a "learn more", "contact us", or "buy now" into your first view already puts you ahead of that 75%, and helps to inform your user of what the main purpose of your site is. Make your call-to-action successful by:
- Having one main CTA. Don't confuse your users with a bunch of calls-to-action-you'll give them decision paralysis
- If you have multiple calls to action, use design to show which is the most important. An example would be to have your highest priority CTA stand out, and your secondary CTA be more subtle - like below:
Reviews & Testimonials
G2 & Heinz did a study in 2017 that found that 92% of website visitors are more likely to purchase a product or service if they've been able to read a trusted review.
Other qualitative studies have shown that the reviews/testimonial sections of web pages get the most attention from visitors, by a wide margin.
Platforms like EmbedSocial make it simple to display, gather, and moderate moderate reviews in an automated way.
Let Visitors Self-Serve
More often than not, visitors are looking for the information they need before reaching out to your business.
Adding a short FAQ section to the deeper end of your homepage is a great way to let potential customers answer their own questions and objections.
One step further would be to integrate live chat on your website - using a platform like Tawk.to lets you talk directly to visitors on your site as they browse, let’s you create a knowledge-base of answers to common questions, and is completely free. You can even hire virtual chat agents.
Another method of enabling self-service would be appointment scheduling - apps like Calendly and Motion provide easy embeddable scheduling widgets & links so your visitors can easily (and to their own gratification) schedule a consultation, appointment, meeting, or phone call, right then and there, rather than waiting on a response from a contact form.
When it comes to designing the ideal homepage, there are a ton of factors that come into play - but three things we continually see missing are impactful first views, clear calls to action, and a lack of social proof (testimonials/reviews).
There is a lot of research out there that shows your website visitors are evaluating your site very quickly (less than 1/2 a second), need direction on what action to take, and care a great deal about social proof.
Our hope is you take action, and create more opportunities to create customers.
If you need any help implementing any of these, don't hesitate to reach out to us webprism.co/contact.
Last updated: 4/28/2022