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Twenty seconds. That’s the time a user will typically spend on a web page when it doesn’t hold their interest.
If you want to generate leads from your website, you need to make your homepage engaging, easy to understand, and primed for conversion.
From value propositions to multimedia, in this article, we offer a number of web design tips as well as 7 ways to make your homepage convert.
1. Describe a Clear and Compelling Value Proposition
A value proposition describes what your company can do for its customers.
That means it’s more than a bland description of the product or service; a value proposition shows how that product or service can solve a problem or meet a need.
The homepage headings and subheadings should communicate your value proposition clearly but concisely. Avoid jargon and focus on the benefits.
For instance, instead of saying ‘We offer business software’, opt for something like ‘Save time and money with our hassle-free accounting software.’
2. Optimise Your Call-to-Action
The call-to-action (CTA) acts as the bridge between the homepage and conversion. It is the act that you would like the user to take after digesting the information on the page – or even before that.
A CTA could be purchasing a product, entering the next stage of the sales funnel, or signing up for a mailing list.
A weak or vague CTA can severely hinder conversions. If you don’t know what you’re asking from the customer, they won’t either!
An effective CTA is:
- Specific: Instead of “Find Out More,” use “Download Our Guide” or “Sign Up to a Free Trial.”
- Action-oriented: Words like “get,” “start,” and “discover” create urgency and lead to conversion.
- Prominent: Place CTAs above the fold, i.e. make them visible without scrolling. If necessary, repeat them further down the page as required.
3. Showcase Testimonials
Personal recommendations are the most powerful. But while that’s not always possible online there are many ways to demonstrate how others have used and benefited from your business.
Trustworthiness is key to online conversion. Build trust by including the following on the homepage.
- Testimonials: Show how customers have sung your praises. If possible, use names and photos to add authenticity.
- Case Studies: Link to detailed case studies demonstrating how your business has helped other customers. Quantify where appropriate.
- Trust Badges: Certifications, industry affiliations, and awards help users trust your business
If a user hasn’t encountered your business before, the first reaction is often one of suspicion. Allay their fears by showing your business is trustworthy and dependable
4. Make Sure the Page Loads Quickly
The catchy value propositions and perfectly positioned CTAs won’t matter if the page won’t load. According to Google, 53% of mobile users abandon a site if it takes more than three seconds to load. To improve load speed:
- Compress image file sizes
- Minimise the use of third-party plugins.
- Enable caching and optimise your server.
As an aside, page load speed is also a key SEO ranking factor – a second reason to make sure it’s up to scratch.
Use tools such as Page Speed Insights to see how your website performance.
5. Focus on Mobile Optimization
Did you know more than half of web traffic originates from mobile devices? Optimising for mobile is a crucial element of digital marketing.
By implementing mobile-friendly design, you ensure that users can navigate your site and take action easily, even on a small mobile screen. eResponsive design is key. This ensures your homepage adapts to various screen sizes, so your value propositions, copy, and imagery are still clear to mobile users.
Mobile-friendly CTAs also help users hit ‘convert’, while simplified navigation menus, reduced of clutter, allow them to explore your business further.
Make sure to test your website on a range of devices: desktop, laptop, tablet and mobiles of all sizes.
6. Display Engaging Visuals and Media
As the adage goes, a picture says a thousand words…
Use engaging images, videos and graphics to communicate your value proposition and promote your CTA.
These can include:
- High-Quality Images: Professionally made, unique images that demonstrate your product or service at work.
- Videos: Short videos showcasing your business and/or testimonials help boost engagement and trust.
- Infographics: Smart, slick graphics can simplify data. Use them to show how your product or service works or to evidence their efficacy.
As mentioned above, make sure the visuals are compressed to a size that will not slow the website’s loading speed.
7. Deploy, Test & Refine
There are no two ways about it, you won’t get it right first time.
And even if your initial efforts yield good results, there is always room for improvement.
Use a simple A/B testing methodology to see what’s working and what’s not. Try adjusting the positioning of the CTA button or altering the wording of the headline and measure which one works best.
You might be surprised how subtly different wording can effectively boost conversion rates, and don’t underestimate the appeal of an eye-catching CTA button.
Final Thoughts
When it comes to your business, your homepage is often the first thing users will encounter. Make it sing, make it dance, but moreover, make it convert.
By effectively communicating your value proposition and a clear CTA on a visually appealing and technically sound page, you can maximise the chance of converting visitors to customers.
You may also like: Crafting A Unique Value Proposition For Food Products
Image source: elements.envato.com
