Your website home page is a landing page for people who happen to find the page. You should treat it just like any other landing page. You don't want to leave them in the dark on figuring out what to do.
What Is Your Main Offer?
One thing you need to know when creating your website home page is what your main offer is. When someone comes to your home page, they need to see within seconds what it is that you do and for whom, and there should be a clear call to action.
Answer these questions on your home page:
- What company is this?
- What problems do they solve for me?
- What stands out about this company?
- What can I do on this page?
If people come to your site and have no idea what value you provide, they are just going to leave.
Focus Design and Copy on Your Ideal Customer
Developing a customer persona can help you create a home page that is designed just for them. That includes the design and the copy. To create the persona, think about these questions:
- What is their main problem or pain point?
- What is their demographic?
- Who is your ideal customer?
Once you answer these questions, you'll be able to design the website right for them rather than for you. It's your website but it's made for them.
Create Audience-Friendly Navigation
What you include in your home page's navigation is important. It should only be your most essential information that you want them to see and act upon. To maximize your lead capturing, you'll need to keep your navigation choices low.
- Limit top level options
- Avoid dropdowns as much as possible
- If you do use dropdowns use visual cues
- Keep header height small
- Ensure your page is responsive
The best home pages only have options such as Contact, About, and the blog. If you have a store, you might also include a Shop page on the main navigation links.
Include a Call to Action
A lot of people don't include a CTA on the home page and leave their visitors confused about what to do. You should not just have one CTA on your web page, but you should have several. You want multiple points of entry to collect the maximum amount of leads.
Mobile Friendly Design
Ensure that your website offers responsive design so that it can be viewed on desktop, tablet and mobile. Today there is really no reason your website should not be responsive. If it's not, you won't get as many customers because most people will just leave if they can't identify what you can do for them within seconds.