The most important page on your website is your home page. Not because its the first page people see. It’s also not because its the first chance you have to get them to make a purchase, complete a form, or sign up for something. Those things are important but they are not the purpose of your home page. The primary purpose of your home page is to act as a traffic cop getting them off of it as soon as possible and into the right conversion path for them.
That’s not to say we’re not happy if they do purchase, become a lead or sign up from the home page. We’d like that a lot. Sort of like winning the game in the first quarter or inning. We understand, though, that most people visiting our site for the first time are in the early stages of the buyers cycle. They are looking for information to help them define or understand an issue or opportunity.
The visitor has taken the first step which has landed them on our home page. The home page needs to guide them to the next step. MECLABS, a leading researcher on factors that influence choice, came up with three questions that your site must answer for visitors. The fourth we’ve added but there’s a likelihood that we saw it in some of their research as well.
As Flint McGlaughlin, the Founder of MECLABS is often heard to implore, “Clarity trumps persuasion“.
The second part of an optimized home page is having clear objectives on each page. Once again MECLABS has laid out a clear path with three types of objectives on each page of your site.
You can assign importance to elements on any page of your site through placement or positioning of the element, size, color, images, icons, and other elements that highlight content.
When we work on a website redesign its not uncommon to encounter a site that doesn’t address the four questions, and that doesn’t have clear page objectives. The following infographic is based on the information above. The page layout is a little compressed due to including side notes, so in your final design you would want to include more white space. Also, we’re talking optimization from a messaging and layout perspective. You still need to optimize your pages for SEO.
The above concepts can be incorporated into your existing site or handled during a website redesign. If you site content answers the four visitor questions, and prioritizes you page objectives, you are well on your way to moving site visitors into the correct conversion path.
If you want to improve your website design to drive more leads and sales we can help. Call us at 678-951-9506 or contact us. Also be sure to download your free copy of the “10 Step Checklist For Your Next Website Redesign” below.