Is Your Home Page Worth Writing Home About?

Is Your Home Page Worth Writing Home About?

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If first impressions count – and we know they do – then your home page has to do a lot of work.

Your website may have thousands of pages, or just a few, but many people won’t see them if your home page is confusing and uninviting.

Just as books are judged by their covers, so websites are judged by their home pages.

What your visitors see when they land on your home page is the difference between whether they stay, or whether they click away in a hurry.

You know yourself how fast you want to get away from those home pages that are in-your-face, cluttered, hard to navigate, badly written, just plain ridiculous, or all of the above – I’ve seen too many of those.

It May Be Your Only Chance …

Your home page is usually your one chance to let your reader know they’re in the right place.

It’s the place to answer your task-oriented visitors’ questions. And then to guide them to what they’re looking for.

It needs to be compelling, and grab their attention quickly.

And it needs to answer their main question: What’s in it for me? Your visitors are looking for solutions to their problems.

It should also have the information and the navigation to help your reader find what they’re looking for on your site.

Nothing is more frustrating to the visitor than knowing you have what they want, but being unable to find it.

Keep It Real …

Write clearly, and in the language of your target audience.

And keep it conversational and friendly. People deal with other people, not a cold, sterile corporation, so keep it real.

And never assume that people know who you are and what you do, or even anything about your industry.

They could be first-time visitors.

Clearly explain what you do and how you can help.

Anticipate any questions people might have, and answer them.

Use An Attention-Grabbing Headline

The headline – the first thing they see – must convey a benefit to the reader, preferably using the keywords they used to find your site.

This is where you’ll need to do some research into who visits your site, and what keywords they’re typing into the search engine.

Try to imagine how the visitor is thinking, and what they might need to make their life easier.

That’ll give you some insight into their problems, and help you provide a solution for them.

Then tailor your headline – and your copy – to address that.

That alone will tell people how your product or service is better than anything your competition offers …

Because it focuses on the customer, and lets them you know you understand their problems.

Check Out Your Competition

By all means check out your competitors’ websites – and aim to do a much better job on yours, with better service.

If you can quickly tell your visitors you have the answer to their problems, and where to find it on your site, why would they go anywhere else?

By making everything easy for your visitors you’ll differentiate your company and its services, and position it way ahead of your competitors.

Your Website’s Front Door

Think of your home page as an introduction to your company. You’re not trying to sell anything yet, you just want to tell people what you do, and who you do it for.

They’ll be able to make an informed decision as to whether they’re in the right place.

Remember, your home page is not just an advertisement for your company, it’s the front door to your website – make it inviting so people will want to come in and stay.



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