And given you have fewer than 10 seconds to capture their attention, this page needs to answer the common questions most visitors are seeking the answer to.
1. Where am I and why?
Naturally, your home page needs to let visitors know who you are and what you do. So, a well-designed logo and copy that makes them choose you over your competitors are essential. The writing content needs to be clear, concise and cut straight to the point – using keywords where appropriate: “Welcome to My Biz, where you will find the best available widgets at the most competitive price with customer service that is second-to-none”. This is where your USP (unique selling proposition) comes to the fore.
2. Can I trust this business?
Your website visitors want to know there is a human being behind the scenes that is professional and that they can trust. Again, the copy plays a big part in gaining this trust. Keep it friendly and free of corporate gobbledegook and jargon and your visitor will feel relaxed – a bit like if they walk into a bricks and mortar shop and are welcomed by a cheerful salesperson. The professionalism comes across through error-free copy and choosing the right fonts and colours to portray your business. And while keywords are important, the copy needs to flow well and be easy for people to read – not just for Google to see. Finally, make sure there is a real contact number and email on the home page – don’t rely on your visitors to fill in a contact form to reach you. People like to feel that they are welcome and that you are not hiding anything.
3. What’s in it for me?
After wowing them with your USP, it’s time to keep their attention by focusing on what’s in it for them. I’m sorry to break it to you, but customers don’t visit your site to learn about your business; they come because they want to know what you can do for them. So the copy needs to show the benefits of your product or service, rather than the features. It should also address the customer directly. “You will be amazed at the time you will save by using these state-of-the-art widgets”, rather than “We are proud of our state-of-the-art widgets, which we know offer the latest in widget technology”.
4. What now?
This is where your call to action comes in. Do you want your visitors to purchase something? To join your mailing list? To ring a phone number? To visit your bricks and mortar store? Whatever it is, it needs to be made clear to the visitor.
Does your website answer these questions? Direct Sites Online can make sure it does. Call us no on 02 9557 7623 or email email@example.com