Do you ever wonder why some businesses bring in a ton of leads that convert to sales while others struggle to stay afloat? Why some make huge profits while others barely break even? There could be a plethora of reasons behind a business underperforming, but a pretty good place to start looking would be their website.
Regardless of your business size or model, the majority of your clients and customers look you up online before considering a purchase. This is why your website needs to make one heck of an impression. An average user spends only a fraction of a second before deciding to stay on it or leave.
The average attention span of a person has reduced in the past few years due to the constant use of technology and it’s only getting shorter. This gives you a very small time frame to capture a lead and convert it into a sale before the prospect gets distracted by a competitor’s ad.
We have compiled a list of 5 ways to create a winning homepage that generates leads and makes that cha-ching!
Use content that speaks to your audience
A homepage has to be written from a prospect’s perspective. You need to put yourself in their shoes and get into their mindset before attempting to write copy. To make a homepage convert, it needs conversational copy that keeps the prospect engaged until the very end. A killer headline sets the stage while a benefits-oriented narrative resonates with a prospect’s deepest fears and strongest desires. Compelling copy evokes emotion while social proof and credibility enable one to make a decision.
Have an appealing website design and layout
Research says that three-fourths of online consumers judge a company’s credibility based on the company’s website design. You might have been in business for decades and maintained a pristine reputation but the aesthetics of your website play a pivotal role in how your company is perceived. If the pictures take an eternity to load or if the layout is confusing, a prospect might lose interest and move on to a competitor’s website.
A Powerful CTA or Call-to-Action is important
Sometimes a website may have the most thought-provoking content but it doesn’t make up for a lack-luster CTA. It needs to be visually eye-catching and contextually persuasive for a prospect to take action. Your CTA should motivate prospects to buy a product or service, subscribe to a newsletter, sign-up for a complimentary trial, or do exactly what you want them to.
Appease the search engines with Search Engine Optimization or SEO
Website traffic is imperative to generate leads and gain new customers. Your prospects use a search engine like Google or Bing to look for products and services. Having SEO practices in place ensures that your website always shows up higher on the search results pages. There’s a lot more to SEO than just rankings but you could always do some research or have an expert do it for you.
Make your website mobile-friendly
A large percentage of your prospects land on your website using their smartphones. This means your website needs to serve its purpose on smartphones and tablets just as well as it does on desktops. Responsive Web Design ensures easy access across devices and you’ll never lose a prospect because your website didn’t provide a great user experience on a smartphone.
This is by no means an all-inclusive list. There are multiple ways you can improve the converting rate of a homepage. The pointers above provide a great start to create one that attracts and retains prospects and keeps them interested all the way to the CTA. A high-converting homepage is an absolute must for all businesses and as achievable as it is, there is always room for improvement.