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12 Must-Have Elements Every Homepage Must-Have

Posted by Murray Sye

on Mon, Mar 23, 2015 @ 10:43 AM

12Must-HaveElementsEveryHomepageMust-Have

Your homepage is probably one of the most viewed pages on your website. Because it commonly gets the bulk of site traffic, it's crucial for the homepage to convert as much of that traffic into leads and sales as possible. 

In today's post we'll review the top 12 critical elements every homepage must have. 

  1. Headline
    Within 3 seconds, a website needs to answer, "What's in it for me?" Keep your headline clear and simple. Take another look at your company's positioning statement that may help. 
  2. Sub-head
    You sub-headline should offer a brief description of what your business has 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 (max) 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 (keep it short) quotes on the homepage. Adding a name and photo make the testimonials more real.
  7. Share your content
    A great way to extend your reach is to include your social media channels. Give your audience an easy opportunity to share your content. 
  8. Navigation
    To decrease bounce rates, you visitors need a clear path into your site from the homepage. Make sure your navigation is visible at the top of the page. Remember to keep it simple. 
  9. Supporting image
    Most people are visual. Let's face it, a ton of text will lose out to interesting images or a quick video. Make sure to use an image that clearly indicates what you offer. Short videos are great and don't use cheesy stock images. 
  10. Content offer
    To generate even more leads from your homepage, feature a really great content offer, such as a whitepaper, ebook, or guide and create a compelling landing page.
  11. Resources
    Sorry to have to say this but approximately 96% of the visitors to your website are not ready to buy (yet). Make sure you offer a link to a resource center where they can learn more. 
  12. Secondary calls-to-action
    Don't forget that even the bottom of your homepage can create opportunities. That's if you've remembered to include CTA's there as well.

Take these suggestions and measure them against your homepage. Remember, in order for a homepage to work, it needs to meet its purpose and contain key elements that attract traffic, educate your visitors, and convert browsers into buyers. Keep that in mind and adjust accordingly. 

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Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.
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