A homepage is one of the most important, if not the most important page on your website. Because it commonly gets the bulk of your traffic, it's crucial for the homepage to convert as much of that traffic into leads and sales as possible.
Consider these 13 key elements a homepage needs to achieve an awesome conversion rate.
1) Headline: Within 3 seconds, a website needs to answer, "What's does this site offer?" Keep your headline clear and simple with no fluff.
2) Sub-headline: Your sub-headline should offer a brief description of what you do or have to offer. Avoid gobbledygook language. Be different and show value. Don't just talk about yourself.
3) Benefits: It's not only important to describe what you do, but why it matters. Prospects want to know about the benefits and advantages.
4) Primary calls-to-action: Including multiple calls-to-action (CTA) above the fold is important to driving conversions. Offer two-to-three CTA's that map to different stages of the buying cycle.
5) Features: In addition to benefits, list some of your key features. This gives people more of an understanding of what's provided by your products and services.
6) Customer proof: Customer proof is a powerful indicator of trust. Include just a few of your best (short) quotes on the homepage. Adding a name and photo make the testimonials more real.
7) Success indicators: In addition to customer success, awards and recognitions are other key elements to making a good first impression.
8) Navigation: To decrease bounce rates, your visitors need a clear path into your site from the homepage. Make sure your navigation is visible at the top of the page. And keep it simple.
9) Supporting image: Most people are visual. Make sure to use an image that clearly indicates what you offer. Short videos are great too. Just don't use stock photos of fake business people.
10) Content offer: To generate even more leads from your homepage, feature a really great content offer, such as a whitepaper, ebook, or guide.
11) Resources: Approximately 96% of the visitors to your website are not ready to buy. Make sure you offer a link to a resource center where they can learn more.
12) Secondary calls-to-action: When visitors end at the bottom of your homepage, don't forget to display calls-to-action there as well for even more lead generation opportunities. CTA are not just for above the fold.
13) Social media buttons: Place your active social media buttons in a highly visible area above the fold - like maybe the navigation bar. You want others to share your site with others don't you?