It’s no secret that a strong homepage is key to converting visitors into leads and customers. But what makes a good homepage? Why does it work? And how can you create one of your own? This blog post will help answer those questions and uncover the secrets of how to make a website homepage that converts.

There are many factors to consider when designing a site’s home page, from the layout and text content to how well it performs on mobile devices. 

The homepage is often the first impression that visitors get of any business. It is where you showcase what makes your company different and why people should choose to work with you.

1. Integrate your business’ branding into the homepage design.

People need to trust you before they will buy from you. Branding identity helps to build trust and establish business value in the market. 

Make sure to include your logo, color palette, font system, patterns, textures, iconography, and other elements that are defined in your brand style guide. 

The more consistent that you can be with your branding, the more cohesive your website experience will be. 

2. Introduce your hero statement and/or your main offer.

This statement should be placed at the top of your website in bold, clear text. It should inform the website visitor as to exactly what they will get on the website. 

From a marketing perspective, it’s helpful to call out the target audience and the benefits of this offer as well. 

For example, perhaps your hero statement could read: “Small-Batch Moisturizing Hand Soaps For Women That Want To Feel Radiant In Their Own Skin.”

Notice how this example taps into the emotion that the target audience wants to FEEL once they use the product. 

Additionally, you want to make sure that this offer is displayed above the fold on your website. “Above the fold” is a term that refers to all of the website content that is shown without scrolling down on the page. This is the most valuable real estate on any website.

Pair this placement with a call-to-action button, so that website visitors can take action on your hero offer right away. 

3. Promote your products or services with images, videos, or text.

Point blank – there’s no way for people to buy from you if you do not provide them with an opportunity. Think about this from the website visitor’s perspective. If they have come to your website because they were seeking out a product / service, wouldn’t it be frustrating if they had to hunt for a way to buy? 

Showcase your products and services with well-lit, professional imagery. Add buy buttons to your product listings to reduce buying friction and increase conversions. 

Use video content to supplement product listings where possible. This can help customers to understand how the product is used. 

4. Include clear and concise website navigation.

A great navigation menu is a gateway to creating a better website user experience for your customers. 

Keep navigation simple by including one main menu bar at the top of the page and secondary menus on each page (if necessary).

Website navigation should list top-level content topics. Organizing content in this way will allow your website visitors to find what they are looking for faster. 

Include your social media icons, but make sure that they are in the footer of the page. Adding them to your top navigation menu can cause website visitors to get distracted from what they came there to do (purchase!).

5. Include an email signup form so visitors can stay up-to-date on new offers.

There are many benefits to building out your email list, and often, your subscribers will become some of your most loyal customers.

When someone subscribes to your list, they are raising their hand to say “yes, I want to hear more about what value you can provide.”

When building out the email capture on your website, incentivize people to sign up by offering them a freebie, training, or discount code. Make sure to include the benefit in large, bold text to entice visitors.

You can include the sign up as an embedded form on your homepage or as a pop-up that displays in a lightbox window.

If you need an email marketing solution for your business, I highly suggest checking out Flodesk. Most email marketing platforms charge you based on how large your subscription list is. Not Flodesk. It’s one cheap, flat monthly fee for unlimited email sends, forms, and workflows. If you want to try it out, make sure to use my affiliate link to get 50% off your subscription.

Now, back to the website homepage optimizations.

6. Showcase testimonials from happy customers who have purchased before.

Displaying testimonials / reviews is a key component of how to make a website homepage build social proof with your audience.

Think of all the times that you have consulted Yelp before choosing a restaurant for dinner. You take a look at the photos that are provided, what people are saying about their experiences, as well as any recommended menu items.

The same goes for your business. If other people have had a good experience with your business, chances are, they will too.

7. Do a functionality check on your website.

Check every link on your website homepage to ensure that they are working properly. You can use tools like Dead Link Checker to scan your website for broken links.

Run through the website content from the top of the page to the bottom. Ask yourself the following questions:

  • Does it flow logically? Are the content pieces organized in a way that makes sense? 
  • Can the website visitor get a birds-eye view of your offerings from your homepage?
  • Are you clearly communicating how your offer benefits the customer or the transformation that they will experience?
  • Is there a way for customers to take action?

If you have included any carousels or animated features, test them to make sure that they are functioning properly in various browsers.

You also want to make sure that you test your website across different devices. Over half of website use is conducted via mobile, so nailing this experience is imperative in today’s digital world. 

In conclusion, there are several strategies that you can implement on your website to build trust with your target audience, and ultimately, make more sales. 

If you enjoyed this article, and would like to take your website to the next level, I highly recommend downloading my Elevated Web Presence Checklist. This checklist outlines my best website strategy tips. What are you waiting for? Download it by tapping the button below.