7 Essential Homepage Tips to Ensure That Your Site Converts Traffic into Sales
7 Essential Homepage Tips to Ensure That Your Site Converts Traffic into Sales
Well, It Should . . .On average, you have roughly seven seconds to get your message across before the end user abandons your website for one of your competitors’ sites. We have created simple guidelines for what should—and, more important, should not—be featured on your homepage, so that you can convert regular traffic into revenue.
1) Create a Powerful Homepage Message.Your homepage message should be a targeted, benefit-oriented statement that outlines what you can do for the potential customer. In order to properly draft an intriguing homepage message, you will need to identify the inherent benefit to your potential customer base. No one wants to hear that you are “the best”; customers want to hear why your product/service is different and what it means to them. Put more simply, customers are asking, “What can you do for me?” Answer them.
2) Focus on Clarity.These days, with so many people searching online for products and services, your homepage should clearly identify who you are, what you offer, your core competitive benefits, and your supporting text—all in a clean and easy-to-navigate user interface. Use graphics and pictures to help illustrate what service or product you provide, and how these benefit the customer. However, the homepage should be a “no-fluff” zone. A good rule of thumb for the homepage is “less is more.” Make it easy for the user to understand what you do. Too much verbiage, images, and graphics will only confuse the user. White space, good. Clutter, bad!
3) Make Effective Use of “Secondary Messaging.” After you have presented your homepage message, you will need to incorporate “secondary messaging” on the homepage. This includes any additional messages that will be used to help clarify and drive home the points made in the primary message. Secondary messaging should also incite the user to take certain steps—that is, it should be a call to action. These calls to action could direct the user to e-mail the company for additional information, phone the sales rep, download a white paper, read a recent success story, etc. The secondary message will change from company to company (isn’t this stating the obvious?). A good marketer will know how to choose a penetrating secondary message.
4) Integrate Imagery and/or “Flash” to Emphasize Your Core Message.Imagery and flash animation are important parts of your homepage. To help illustrate your company’s core competitive benefits, both strategies help customers visualize how you can meet their needs and requirements. Most people are visually oriented, so your imagery/flash will quickly convey and emphasize your message. Be consistent with what you are telling your potential prospects. Align your messaging with your visual strategies. Images and flash are also great ways to eliminate clutter; by adding a visual component to your website, you are alleviating the need for additional reference text.
5) Drive Toward a Specific Call to Action.You have already heard a little bit about calls to action, but it is such an important strategy that we have also dedicated a specific section to it. Failure to convert online potential customers into sales leads is mostly attributable to homepages that lack primary and secondary calls to action on homepage. A call to action can be as simple as a link that states, “Contact us for more information” or “Tell us more about your needs and we will schedule a conference call.” Statistics have proven that if you can guide web users along your sales process, you will convert more of them into customers.
6) Know Your Audience, and Know the Audience Within Your Audience. OK, so maybe you don’t know who Carl Jung is, but chances are, you either have taken or soon will take a Myers-Briggs personality test. Most people can clearly state whether they are an introvert or an extrovert; your website should cater to these and other personality types. Develop your website not only for an audience that requires what you can provide, but also for disparate personalities within that audience. Some people prefer to pick up the phone to find out more information about your products or services. Some may prefer to e-mail you instead. Others may want to schedule a meeting. Your website should cater to as many of these personality types as possible, or else you will lose conversions. Make it easy for the web user to contact you . . . using whatever method they choose.
7) Make Your Homepage Easy toNavigate.You must lay out your website with easy-to-navigate options and buttons. If you are a service-based company, then put an “XYZ . . . Services” tab on the top navigation bar. If you sell more than one service, then enable a pull-down menu showing options for your customers. Allow them to select the page that they want to research—without having to click first to find out more (a big no-no!). Another strategy is to use sidebars to help users navigate as they read your content. You will also need to ensure that your homepage uses an interlinking strategy, so that if web users hit the wrong button, they can easily get back on track and find the information they seek.
The Bottom Line Make it easy for a prospect to find out more about your products and/or services. Create a homepage that takes the guesswork out of it by guiding web users through the process, from understanding the message to taking action. Statistics have shown that the more clicks it takes for potential customers to find what they seek, the higher the rate at which they will abandon the website.
These guidelines will not only create a more satisfactory website experience for the end user, but will also convert some of that scrolling web traffic into genuine sales leads. And as we all know, the more sales leads, the more $$$. Give your website the much-needed attention it deserves. Your website should be your company’s most effective marketing tool.
For more information, please contact sales@imageworksstudio.com. Every company today has a website. But is your website compelling? Does it reach out to your potential customer base and convert traffic into sales?
Well, It Should . . .On average, you have roughly seven seconds to get your message across before the end user abandons your website for one of your competitors’ sites. We have created simple guidelines for what should—and, more important, should not—be featured on your homepage, so that you can convert regular traffic into revenue.
1) Create a Powerful Homepage Message.Your homepage message should be a targeted, benefit-oriented statement that outlines what you can do for the potential customer. In order to properly draft an intriguing homepage message, you will need to identify the inherent benefit to your potential customer base. No one wants to hear that you are “the best”; customers want to hear why your product/service is different and what it means to them. Put more simply, customers are asking, “What can you do for me?” Answer them.
2) Focus on Clarity.These days, with so many people searching online for products and services, your homepage should clearly identify who you are, what you offer, your core competitive benefits, and your supporting text—all in a clean and easy-to-navigate user interface. Use graphics and pictures to help illustrate what service or product you provide, and how these benefit the customer. However, the homepage should be a “no-fluff” zone. A good rule of thumb for the homepage is “less is more.” Make it easy for the user to understand what you do. Too much verbiage, images, and graphics will only confuse the user. White space, good. Clutter, bad!
3) Make Effective Use of “Secondary Messaging.” After you have presented your homepage message, you will need to incorporate “secondary messaging” on the homepage. This includes any additional messages that will be used to help clarify and drive home the points made in the primary message. Secondary messaging should also incite the user to take certain steps—that is, it should be a call to action. These calls to action could direct the user to e-mail the company for additional information, phone the sales rep, download a white paper, read a recent success story, etc. The secondary message will change from company to company (isn’t this stating the obvious?). A good marketer will know how to choose a penetrating secondary message.
4) Integrate Imagery and/or “Flash” to Emphasize Your Core Message.Imagery and flash animation are important parts of your homepage. To help illustrate your company’s core competitive benefits, both strategies help customers visualize how you can meet their needs and requirements. Most people are visually oriented, so your imagery/flash will quickly convey and emphasize your message. Be consistent with what you are telling your potential prospects. Align your messaging with your visual strategies. Images and flash are also great ways to eliminate clutter; by adding a visual component to your website, you are alleviating the need for additional reference text.
5) Drive Toward a Specific Call to Action.You have already heard a little bit about calls to action, but it is such an important strategy that we have also dedicated a specific section to it. Failure to convert online potential customers into sales leads is mostly attributable to homepages that lack primary and secondary calls to action on homepage. A call to action can be as simple as a link that states, “Contact us for more information” or “Tell us more about your needs and we will schedule a conference call.” Statistics have proven that if you can guide web users along your sales process, you will convert more of them into customers.
6) Know Your Audience, and Know the Audience Within Your Audience. OK, so maybe you don’t know who Carl Jung is, but chances are, you either have taken or soon will take a Myers-Briggs personality test. Most people can clearly state whether they are an introvert or an extrovert; your website should cater to these and other personality types. Develop your website not only for an audience that requires what you can provide, but also for disparate personalities within that audience. Some people prefer to pick up the phone to find out more information about your products or services. Some may prefer to e-mail you instead. Others may want to schedule a meeting. Your website should cater to as many of these personality types as possible, or else you will lose conversions. Make it easy for the web user to contact you . . . using whatever method they choose.
7) Make Your Homepage Easy toNavigate.You must lay out your website with easy-to-navigate options and buttons. If you are a service-based company, then put an “XYZ . . . Services” tab on the top navigation bar. If you sell more than one service, then enable a pull-down menu showing options for your customers. Allow them to select the page that they want to research—without having to click first to find out more (a big no-no!). Another strategy is to use sidebars to help users navigate as they read your content. You will also need to ensure that your homepage uses an interlinking strategy, so that if web users hit the wrong button, they can easily get back on track and find the information they seek.
The Bottom Line Make it easy for a prospect to find out more about your products and/or services. Create a homepage that takes the guesswork out of it by guiding web users through the process, from understanding the message to taking action. Statistics have shown that the more clicks it takes for potential customers to find what they seek, the higher the rate at which they will abandon the website.
These guidelines will not only create a more satisfactory website experience for the end user, but will also convert some of that scrolling web traffic into genuine sales leads. And as we all know, the more sales leads, the more $$$. Give your website the much-needed attention it deserves. Your website should be your company’s most effective marketing tool.
For more information, please contact sales@imageworksstudio.com.
7 Essential Homepage Tips to Ensure That Your Site Converts Traffic into Sales - To learn more about this author, visit Scott C. Margenau's Website.
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Every company today has a website. But is your website compelling? Does it reach out to your potential customer base and convert traffic into sales?
Well, It Should . . .On average, you have roughly seven seconds to get your message across before the end user abandons your website for one of your competitors’ sites. We have created simple guidelines for what should—and, more important, should not—be featured on your homepage, so that you can convert regular traffic into revenue.
1) Create a Powerful Homepage Message.Your homepage message should be a targeted, benefit-oriented statement that outlines what you can do for the potential customer. In order to properly draft an intriguing homepage message, you will need to identify the inherent benefit to your potential customer base. No one wants to hear that you are “the best”; customers want to hear why your product/service is different and what it means to them. Put more simply, customers are asking, “What can you do for me?” Answer them.
2) Focus on Clarity.These days, with so many people searching online for products and services, your homepage should clearly identify who you are, what you offer, your core competitive benefits, and your supporting text—all in a clean and easy-to-navigate user interface. Use graphics and pictures to help illustrate what service or product you provide, and how these benefit the customer. However, the homepage should be a “no-fluff” zone. A good rule of thumb for the homepage is “less is more.” Make it easy for the user to understand what you do. Too much verbiage, images, and graphics will only confuse the user. White space, good. Clutter, bad!
3) Make Effective Use of “Secondary Messaging.” After you have presented your homepage message, you will need to incorporate “secondary messaging” on the homepage. This includes any additional messages that will be used to help clarify and drive home the points made in the primary message. Secondary messaging should also incite the user to take certain steps—that is, it should be a call to action. These calls to action could direct the user to e-mail the company for additional information, phone the sales rep, download a white paper, read a recent success story, etc. The secondary message will change from company to company (isn’t this stating the obvious?). A good marketer will know how to choose a penetrating secondary message.
4) Integrate Imagery and/or “Flash” to Emphasize Your Core Message.Imagery and flash animation are important parts of your homepage. To help illustrate your company’s core competitive benefits, both strategies help customers visualize how you can meet their needs and requirements. Most people are visually oriented, so your imagery/flash will quickly convey and emphasize your message. Be consistent with what you are telling your potential prospects. Align your messaging with your visual strategies. Images and flash are also great ways to eliminate clutter; by adding a visual component to your website, you are alleviating the need for additional reference text.
5) Drive Toward a Specific Call to Action.You have already heard a little bit about calls to action, but it is such an important strategy that we have also dedicated a specific section to it. Failure to convert online potential customers into sales leads is mostly attributable to homepages that lack primary and secondary calls to action on homepage. A call to action can be as simple as a link that states, “Contact us for more information” or “Tell us more about your needs and we will schedule a conference call.” Statistics have proven that if you can guide web users along your sales process, you will convert more of them into customers.
6) Know Your Audience, and Know the Audience Within Your Audience. OK, so maybe you don’t know who Carl Jung is, but chances are, you either have taken or soon will take a Myers-Briggs personality test. Most people can clearly state whether they are an introvert or an extrovert; your website should cater to these and other personality types. Develop your website not only for an audience that requires what you can provide, but also for disparate personalities within that audience. Some people prefer to pick up the phone to find out more information about your products or services. Some may prefer to e-mail you instead. Others may want to schedule a meeting. Your website should cater to as many of these personality types as possible, or else you will lose conversions. Make it easy for the web user to contact you . . . using whatever method they choose.
7) Make Your Homepage Easy toNavigate.You must lay out your website with easy-to-navigate options and buttons. If you are a service-based company, then put an “XYZ . . . Services” tab on the top navigation bar. If you sell more than one service, then enable a pull-down menu showing options for your customers. Allow them to select the page that they want to research—without having to click first to find out more (a big no-no!). Another strategy is to use sidebars to help users navigate as they read your content. You will also need to ensure that your homepage uses an interlinking strategy, so that if web users hit the wrong button, they can easily get back on track and find the information they seek.
The Bottom Line Make it easy for a prospect to find out more about your products and/or services. Create a homepage that takes the guesswork out of it by guiding web users through the process, from understanding the message to taking action. Statistics have shown that the more clicks it takes for potential customers to find what they seek, the higher the rate at which they will abandon the website.
These guidelines will not only create a more satisfactory website experience for the end user, but will also convert some of that scrolling web traffic into genuine sales leads. And as we all know, the more sales leads, the more $$$. Give your website the much-needed attention it deserves. Your website should be your company’s most effective marketing tool.
For more information, please contact sales@imageworksstudio.com. Every company today has a website. But is your website compelling? Does it reach out to your potential customer base and convert traffic into sales?
Well, It Should . . .On average, you have roughly seven seconds to get your message across before the end user abandons your website for one of your competitors’ sites. We have created simple guidelines for what should—and, more important, should not—be featured on your homepage, so that you can convert regular traffic into revenue.
1) Create a Powerful Homepage Message.Your homepage message should be a targeted, benefit-oriented statement that outlines what you can do for the potential customer. In order to properly draft an intriguing homepage message, you will need to identify the inherent benefit to your potential customer base. No one wants to hear that you are “the best”; customers want to hear why your product/service is different and what it means to them. Put more simply, customers are asking, “What can you do for me?” Answer them.
2) Focus on Clarity.These days, with so many people searching online for products and services, your homepage should clearly identify who you are, what you offer, your core competitive benefits, and your supporting text—all in a clean and easy-to-navigate user interface. Use graphics and pictures to help illustrate what service or product you provide, and how these benefit the customer. However, the homepage should be a “no-fluff” zone. A good rule of thumb for the homepage is “less is more.” Make it easy for the user to understand what you do. Too much verbiage, images, and graphics will only confuse the user. White space, good. Clutter, bad!
3) Make Effective Use of “Secondary Messaging.” After you have presented your homepage message, you will need to incorporate “secondary messaging” on the homepage. This includes any additional messages that will be used to help clarify and drive home the points made in the primary message. Secondary messaging should also incite the user to take certain steps—that is, it should be a call to action. These calls to action could direct the user to e-mail the company for additional information, phone the sales rep, download a white paper, read a recent success story, etc. The secondary message will change from company to company (isn’t this stating the obvious?). A good marketer will know how to choose a penetrating secondary message.
4) Integrate Imagery and/or “Flash” to Emphasize Your Core Message.Imagery and flash animation are important parts of your homepage. To help illustrate your company’s core competitive benefits, both strategies help customers visualize how you can meet their needs and requirements. Most people are visually oriented, so your imagery/flash will quickly convey and emphasize your message. Be consistent with what you are telling your potential prospects. Align your messaging with your visual strategies. Images and flash are also great ways to eliminate clutter; by adding a visual component to your website, you are alleviating the need for additional reference text.
5) Drive Toward a Specific Call to Action.You have already heard a little bit about calls to action, but it is such an important strategy that we have also dedicated a specific section to it. Failure to convert online potential customers into sales leads is mostly attributable to homepages that lack primary and secondary calls to action on homepage. A call to action can be as simple as a link that states, “Contact us for more information” or “Tell us more about your needs and we will schedule a conference call.” Statistics have proven that if you can guide web users along your sales process, you will convert more of them into customers.
6) Know Your Audience, and Know the Audience Within Your Audience. OK, so maybe you don’t know who Carl Jung is, but chances are, you either have taken or soon will take a Myers-Briggs personality test. Most people can clearly state whether they are an introvert or an extrovert; your website should cater to these and other personality types. Develop your website not only for an audience that requires what you can provide, but also for disparate personalities within that audience. Some people prefer to pick up the phone to find out more information about your products or services. Some may prefer to e-mail you instead. Others may want to schedule a meeting. Your website should cater to as many of these personality types as possible, or else you will lose conversions. Make it easy for the web user to contact you . . . using whatever method they choose.
7) Make Your Homepage Easy toNavigate.You must lay out your website with easy-to-navigate options and buttons. If you are a service-based company, then put an “XYZ . . . Services” tab on the top navigation bar. If you sell more than one service, then enable a pull-down menu showing options for your customers. Allow them to select the page that they want to research—without having to click first to find out more (a big no-no!). Another strategy is to use sidebars to help users navigate as they read your content. You will also need to ensure that your homepage uses an interlinking strategy, so that if web users hit the wrong button, they can easily get back on track and find the information they seek.
The Bottom Line Make it easy for a prospect to find out more about your products and/or services. Create a homepage that takes the guesswork out of it by guiding web users through the process, from understanding the message to taking action. Statistics have shown that the more clicks it takes for potential customers to find what they seek, the higher the rate at which they will abandon the website.
These guidelines will not only create a more satisfactory website experience for the end user, but will also convert some of that scrolling web traffic into genuine sales leads. And as we all know, the more sales leads, the more $$$. Give your website the much-needed attention it deserves. Your website should be your company’s most effective marketing tool.
For more information, please contact sales@imageworksstudio.com.
7 Essential Homepage Tips to Ensure That Your Site Converts Traffic into Sales - To learn more about this author, visit Scott C. Margenau's Website.
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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I've created this section on my site to share some of the incredible tools that I've used to build my business. I hope you too can benefit from them and look forward to hearing your feedback on the reviews! - Visit Evan Carmichael's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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