With the change in how we access websites, I often wonder if there really is a homepage anymore. We tend to access websites through various channels and land on various interior websites. My philosophy? Every page is a homepage.
Where people land depends on your internet marketing goals and campaigns. If you are performing any Pay-Per-Click (PPC) campaigns, you are most likely sending people to specific landing pages based on the user’s search. Google indexes more than your homepage so, again, depending on a person’s search, they might end up on that phrase related to that search. For example, if I search ‘Houston Emergency Plumbing’ I don’t expect to be sent to a homepage with general information. I am hoping I find specific details on what to do, who to call, and any next steps.
But, from a traditional sense, your homepage is the front door to your company. It is still the most view web page but a number of people landing on your homepage can range widely from 10% to 60%. Again, depending on your current marketing.
So what should you include on your homepage?
Short answer? It depends… I know. Don’t you hate that?
When wondering what to put on the homepage, ask yourself these 4 important questions.
- Branding is important.
When I arrive at your website, users need to be assured that I’ve arrived at the right place. Then the message should be consistent and up-front. BE very, very clear who you are and what you do.
- What is most important to your company?
As you look at your homepage, be sure that your company’s primary goals are expressed. Is it company growth? Are you wanting to draw attention to a new service or product? Are working to build your newsletter list for ongoing reach? Is there an event that you are promoting in the next few months? As you understand the big picture goals start to outline them down to smaller action items. What needs to happen to accomplish these goals?
- What is most important to your customers?
Consider that your visitors have arrived because of a problem that you are there to solve. If I come to your website, how will you guide me to get the answer? Your brand and your goals should align with this. Understand your marketing funnel or rather the process that they make a decision. Do you find that they need time to research your company to gain some trust? So maybe send them to your case studies or reviews. Is there some confusion about your services that you could help them make a decision.
- Add Calls to Action.
Based on the 2 items above, what do you need your customers to do to accomplish #2? Then combine that with #3. Prioritize them as you go from top to bottom. First priority might be a phone call to make an appointment, then maybe your case studies or reviews. I know for many customers, a very clear ‘Start Here’ button is helpful for those businesses that might have a complicated sales process. Give them simple steps like Step 1, Step 2, Step 3.
Remember, your website is always evolving. What you have now should reflect current goals. In 3 or 6 months, do those warrant updates to the homepage?
Then again, each of these can apply to your landing pages. Speak directly to your customers and what needs to happen.