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what goes on your homepage - conversion optimization


Your homepage is one of the most important elements of your website. However, what ends up on a webpage varies from company to company or from person to person. As such, there are a number of elements that every homepage should contain.

The homepage receives the bulk of traffic and it’s crucial to convert as much traffic as possible into leads and hopefully, customers. Keep in mind that rarely in life does anyone get a second chance to make a first impression.

The following tips can give your homepage the impact it deserves.

  1. Your homepage headline should tell, at a glance, what the site offers. The headline and other paragraph titles should be clear and simple without unnecessary fluff.
  2. You should include a primary call-to-action on the homepage because it serves to encourage visitors to dig deeper while moving down the page sales funnel. The call-to-action should be above the page fold.
  3. Social proof indicates trust. This is where you can include a link to relevant case studies or other pertinent information. If there’s a testimonial or two, give these testimonials a name to add more credibility.
  4. Navigation is always a site-ranking element. Users should have a clear path to any location on your site from the homepage. Make it easy for your visitors to find what they’re looking for and include a search box if possible.
  5. Features and resources on the homepage tend to give people a solid idea of what type of information, product, or service the website will provide. Again, the copy should be easy to read and informative. Not everyone will be ready to buy when they land on the homepage of a website. Offer links to resources where individuals can receive more information, or can learn more about a service or product.
  6. Social media links allow people to engage with your brand at every level. Place social media buttons in a consistent place and manner. Today’s world values social media and people will expect to find social media links in a header or footer.
  7. Missing contact information will turn visitors away. People can become quickly irritated if they can’t get in contact with customer support, email, or call for additional information. The contact information should include a phone number, email address, and a mailing address if possible. This lets visitors know there is someone who they can work with if necessary. Contact information also lends credibility to what appears to be a legitimate business. Live-chat, depending on your business and site’s sophistication, can be a powerful tool in helping answer a visitor’s questions.
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Why a Clear Value Proposition Matters

A value proposition can tell visitors a lot about your business. It’s also an indication of how much thought you’ve placed in your brand. A poor value proposition can leave visitors without a clear understanding of what a company does, who they do it for, and what makes the company’s brand offerings unique. If there’s any confusion, prospects won’t remain around long. They’ll find a site or source of information that provides value.

You should also highlight your blog on the website homepage as it can become the heart of any ongoing content strategy. A blog can also convey expertise on a plethora of subjects. Blogs provide low-risk options for converting readers and solidifying a relationship with customers. Leave a small section for certifications, awards, and associations. Blogs lend credibility.

Things to Leave Off a Homepage

If your business uses a lot of legal, medical, or industry terminology, keep the language simple. Never scare people off with complicated jargon. Videos can be a powerful marketing tool, and the right images can set your website apart from others. However, be mindful not to overdo audio, animation, or slideshows. Finally, outdated content makes your business look lazy. Outdated content will also ding your website in the eyes of major search engines. Keep refreshing your site with new and relevant content that will keep readers informed and engaged.

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