If you’ve ever wanted to build a professional website that attracts clients, but got stuck on what to put on your homepage, then I’ve got the perfect guide for you!
Today I am going to share with you my Essential Guide to Creating A Homepage That Converts and I’ll cover everything you need to know from what to put 'above the fold' to building trust and getting your site visitors to take action on your website.
Let’s get started.
1. WHAT TO PUT ‘ABOVE-THE-FOLD’
The most important part of any website is what lies 'above-the-fold'. This is the section of your website that your site visitors see first before they scroll. Follow these guidelines to make sure you have the right elements in this prime location:
Your LOGO should be the first thing everyone sees on your website. It's a single representation of your entire brand. Does it represent your brand effectively? Can people tell what it is you do just by looking at it? If not, consider adding a tagline underneath it.
You need a clear headline that tells your site visitors what you do and who it's for. This is your MAIN HOOK, and needs to have a high emotional marketing value. Make it big and bold. Keep it short. If necessary, you can add a paragraph under it. Here’s a fantastic tool I love to use when creating headlines to help you create one with a high emotional marketing value: https://www.aminstitute.com/headline/index.htm
“A picture is worth a thousand words” - quite literally in fact. Our brains are programmed to process visual information 60 000 times more quickly than text. In an instance, your ideal client gets an impression of you and your brand - and what is it you want them to feel? Images trigger emotions and build trust. Use imagery that evokes emotion - how do you want your ideal client to feel after working with you? Try to avoid cheesy stock photos, they can look fake and break trust.
Call To Action Button
What is the main Call To Action (CTA) of your website? What is the one action you want all your site visitors to take when they land on your site. This action is one that should help you reach your main website goal.
For example, if you’re a coach or run a service-based business, you might want them to book a free discovery call with you or sign up to your newsletter.
You need a short line of copy and a button with text giving a simple instruction. Start with a verb. Make it something your ideal client would say to themselves in their head. Eg: SHOW ME HOW, BUY NOW, GRAB MY FREEBIE, DOWNLOAD NOW etc.
2. BUILDING TRUST
Once your site visitors scroll down, you need to continue to build trust and guide them towards the next action you want them to take. For most service based businesses I like having the following sections:
Tell us a bit about yourself. Just a short paragraph about you as the face behind your brand. This helps to build trust. You can include a professional photo where you look friendly and approachable, and a button linking to your About Page for more info.
Use testimonials, success stories, case studies or reviews to build trust and credibility. You can also include logos of organisations you’re registered with, or if you’re endorsed by anyone or featured in publications you could use those logos too.
The words you use on your website help to build trust and connection. Write like you speak, as though you’re writing to your best friend. You don’t need to write the Queen’s English. Use the apostrophe to shorten sentences where possible and create a better flow. Break up your copy into shorter paragraphs and don’t use big fluffy words. Remember, people skim read so less is definitely more! Always keep your copy clear and simple. Your website needs to be so easy to navigate and understand that a 10 year old could do it.
Your contact information should be very easy to find. Including things like an email address and phone number build trust. I like to put the contact info into the footer so it’s visible on all pages
3. CREATING AN OPT-IN
What’s an opt-in? An opt-in is a freebie, something of value that you can offer your site visitors for free and at the same time ask if they’d like to subscribe to your email list. For example, this could be a free downloadable guide, an audio training or a video training.
Usually a guide is the best bet, you want something that’s really easy for you to make but high value to your client. Something that will give them quick wins. It should be the sort of thing you feel like you should be able to charge for. You want your ideal client to come away with a good feeling about you. You want them to think, “Wow, if she’s giving me this for free can you imagine what it would be like to actually work with her!”.
Don’t forget to make signing up for your newsletter optional. You don’t want to force people to sign up in order to get the freebie. That’s not cool, and it’s not GDPR friendly. This small act can also help to build trust - ain’t nobody got time for spammy mcspamsters.
Now I want to hear from you. When it comes to building your website, what are your biggest challenges? Comment below or email me please :) I really want to know!!