Your website is such an important part of your business and sales process. It can be hard tring to figure out what you need to have on your homepage. I have narrowed it down to the 7 critical questions that you need to answer on your homepage.
1. WHO ARE YOU?
Your website should always have your logo/business name at the top of the screen so that the viewer is aware of what site/business they are looking at. But that’s not the only thing you need on the homepage to connect with them.
Research shows that people are not interested in connecting with businesses but rather with the people behind the business. Something I say all the time that I am sure you may be sick of hearing but it’s true, “people connect with people.” So if you are a sole business owner, this may mean that the first image they see, is a picture of you! If you have a team, maybe that is a team photo, or a photo of you working with a client. But something important to note here. The picture that you share should have you looking directly at the camera. Why? The key to connection in any communication between two people is “eye contact” even if that is virtual. So avoid photos where you are looking away from the camera. This doesn’t mean that you cannot have any of those photos, but the photo that introduces you should be eye to eye.
Also, we want to name who you are. First name and what your title is. For example, mine is Autumn Marie, a psychology-rooted brand strategist.
2. WHAT PROBLEM DO YOU SOLVE?
After we have stated what problem we solve, the next step is to introduce the problem that your product or services solve. We want to really spell it out to them. What does your ideal client/customer think they need? What is keeping them up at night? Describe that problem and how you are there solving it. Keep in mind that we want to highlight the solution- not the problem. We want to ride this line very carefully so that we do not have clients/customers making decisions out of fear. Fear-based marketing is SO out.
3. WHO IS YOUR PRODUCT/SERVICE FOR?
Now we have established who we are and what we do… now we need to answer who we do it for! If you answer all 3 of these questions right, your ideal client/customer will know that this is exactly for them and what they need. Let’s be really clear and direct here. This is where it is really important to have your ideal client/customer mapped out in your overall brand strategy.
Something to note here: I always seem to get pushback at first about being super clear on your ideal client/customer. But this is a crucial part of your marketing. For example, my ideal client or customer is a business coach specifically, and that is what I go after… But that doesn’t mean that I don’t get different types of clients! I recently worked with a farm distillery. You will still attract people that are not in your niche.
4. WHY DO THEY NEED YOU?
This kind of goes along with the problem that you solve but is mapped out even more. Why should they choose you over the other guy? What makes you different from your competitors? What are some of the benefits that they will get from working with you specifically?
Make sure to map these out in an interesting way. Breaking up text here is very important. Research shows that most people are not going to read your website entirely. We want your copy on your homepage to be easily scannable.
5. HOW CAN THEY BUY?
What is the next step that you want them to make? These are called “CTAs” or Call To Action. These need to be placed EVERYWHERE. When I say everywhere, I mean it. You will often hear me say that viewers are like toddlers. You have to constantly remind them what to do next. Top right-hand corner, CTA. The top half of the page, CTA. Next section, CTA. Bottom of the page, CTA. Alright, you get the picture.
This CTA should be CLEAR. Please don’t use “learn more”. Use buttons that say “BOOK YOUR CALL”, “SHOP NOW”, “INQUIRE”, etc… describe what the next step is, and don’t make it cute, make it clear.
6. WHAT DO PEOPLE SAY ABOUT YOU?
Ah, the testimonial… testimonials are worth their weight in gold. You absolutely need testimonials or some kind of social proof on your homepage. If it is in video, that right there is going to be your best marketing tool. Videos will convert a lot faster than text testimonials.
Think about when you are making an online purchase, what is one of the things you likely do before making it (especially if it is a larger investment)… you are going to research and look for reviews. So having them on your homepage, helps them get through that part of the sales process faster.
Don’t have a testimonial yet? Reach out to your past clients/customers and ask! You can also offer an incentive, like a cup of coffee on you or a trade!
7. HOW CAN I CONTACT YOU?
The final piece that is crucial is contact information. This can be social media links, email, address, phone number, or a contact form. But you must have a way for them to get in touch for more information or questions.
Please note, make sure not to put your social media links in your navigation at the top of the page. Social media is a rabbit hole and chances are if they click on your link, and they get on social, they aren’t coming back. Put social media links at the footer of your site.
So there you have it. 7 crucial questions you need to answer on your homepage. Follow along on my insta to hear more about this and many other branding and design tips!
Realizing after reading this that your website isn’t meeting the bar and you need some help? I would love to hop on a consultation with you and discuss your branding needs!