When done right, your website can and should be bringing income into your business. But what if it doesn’t? There are three common oversights that might be costing you potential clients and sales.
You only have a few seconds to let your visitors know all they need to know about you. Mainly, who you are and what you do. Ideally, they don’t have to scroll down to find that information. It should be clear from you header and your banner.
What do you do? What type of services do you provide? You don’t necessarily need a detailed description right on the top of your home page, rather a brief and clear explanation. Your goal is to make sure that whoever lands on your home page can understand right away who you are and what you do.
Don’t worry about the details. Once your visitors know they are in the right place they will get to those details later. But if they are confused about the nature of your business and whether they will find the information they came here for, there is a very big chance that they will leave your page right away.
Confused mind always says “no”.
The top part of your home page, from the top of the page to the bottom of the screen (before you start scrolling) is called “before the fold”. It’s the primary real estate of your website. Use it wisely. Make it appealing.
This oversight is so common that someone should declare a state of emergency.
I get it: you are proud of your website, it represents you on the web, it is all about your company. It is a popular assumption that your website is there to just inform the world about you and your services. and thats exactly why so many websites are not as successful as they should be.
It’s not about you. It’s about them.
People come to your website because they are looking for solutions to their problems. They just don’t care about you. (And believe me, I know how devastating this sounds.) Don’t waste their time. Give them what they are looking for, quickly. Make them want to stay on your page.
You can grab your visitors’ attention by letting them know how they are going to benefit from your service, what they are going to get out of it, what is in it for them. The more you can write your content from your audience’s perspective, the more people you are going to attract.
Imagine this: your website link popped up in someone’s google search, they clicked, realized they are possibly in the right place and you might have what they are looking for…
What do you want your visitors to do? What action do you want them to take?
Most effective websites don’t just inform. They engage.
Your website should ideally create a flow for your visitors. It should navigate and direct them. Expertly built websites utilize psychological insights into human behavior. In other words, think like your visitors. What are they looking for? Why did they come to your website in the first place?
Guide your visitors. Once they land on your home page, where should they go next? Make it as easy as possible for them to make a decision. Don’t make them look for it, don’t give them too many options to choose from. The less they have to think about where to click, the better experience they will have and the more likely they will be to convert into your clients.
For example, if the purpose of your website is to advertise your services, then invite your visitors to check out your services page right away. Create a call to action with a bright button to make it stand out.
Whatever your call to action is, make sure it is noticeable. Use buttons is possible. If you have to use text links, make them look like clickable links.