You only get one chance to make a first impression – it’s important to make it a good one.
That makes your homepage one of the most important pages on your site. When your target client lands on your website, they’re going to do one of two things: click around to find out more or click the backspace button, never to return or think of your business again. A well-designed homepage entices your target visitor and gives them a reason to keep scrolling.
While there are many website design elements you can add to capture your visitor’s attention, there are five essential sections that you should include:
- A branded header
- A mini “About” section
- Your visitor’s problem and your solution
- Social proof that you know what you’re doing
- An invitation for visitors to contact you
A Branded Header
Your website’s header is the top section or your homepage that is visible above-the-fold, or rather, visible without need to scroll down. The header is one of the first things that visitors will see when they land on your homepage, so it is important to make sure that it immediately connects with the person viewing it.
Make your homepage header visually appealing to capture their attention. At the same time, you want to keep the imagery and messaging consistent with the look, feel, and tone of your overall brand. Additionally, your header should state your positioning clearly and use images that fit in with your site’s design and branding to create a lasting impression.
A Short “About” Section
Include a mini About section on your website’s homepage to quickly tell your visitor about your company. People want to work with other humans (not businesses), so use a piece of your brand story to connect with your target visitor.
Give them a glimpse into the human-side of your business by making clear:
- Who you are
- What your business does
- Who your company serves
Remember that you still have the actual About page to get into the “why” behind what you do. Keep this section to a few sentences, at most.
Social Proof
Every time someone sends an email, asks a question, or makes a purchase with you through a contact page, they are taking a chance on you in hopes that you will deliver on what you’ve promised on your website. The more you can prove your commitment to delivery, the more likely they are to trust you.
Social proof highlights that you have experience meeting (and maybe even exceeding) your customers’ expectations. Proof in the form of testimonials, awards, specific results, or media mentions can increase the trustworthiness of your brand. Now, your potential client can see that someone with a similar need has had success with your product or service.
Their Problem and Your Solution
Some people think of their website as a giant multi-page advertisement that details all of the reasons why a customer should buy from their brand. But the true purpose of the website is to communicate with people who have a specific problem and to give them a solution to that problem.
Your homepage should allow your visitor to self-identify with the problem the you solve and see that you can get them where they’d like to be. Instead of screaming “buy from me!”, your homepage says “let’s take that problem off of your hands”.
Your Business’s Contact Information
You’ve done the work to stand out to your ideal client and get them interested in your brand. They know enough about who you are and what you do to take the next step to get in touch with you. Now that they’re interested, make it easy for them to contact you by adding an email address, phone number, or contact form to your homepage.
Conclusion
Making sure that your home page includes all of the above-mentioned elements is essential for any business with an online presence. By following these guidelines, you can ensure that your homepage makes a good first impression and helps convert visitors into clients. If you want to design a branded website and homepage that generates revenue for your business, The Trademark Agency can help. See which services are best for your brand.
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