How Effective Is Your Websites Home Page?

The home page is commonly overload with so much content

, graphical visuals and links that most first time visitors find it difficult to find the information they are looking for, get frustrated and invariably click the back button taking them away from your website and onto a competitors site! Not quite the outcome you had planned for your website.

The secret of a successful website is that they simplified their homepage to prominently feature the information which most visitors to their site are looking for and drive website visitors towards a single call to action, most commonly to submit their contact details in exchange for free information.

An exception to the rule is an e-commerce website like amazon.co.uk which display lots of images and links to their products and other sites which visitors to those kinds of sites generally expect.

For most commercial SME websites, visitors to the will more than likely want to find information which tells them why they should do business with you, establish your credibility through social proof and reading testimonials and then making an enquiry or simply adding their details to a mailing list thereby allowing them to build a relationship with your company which will lead to business over time.

By clarifying the strategy for your websites simplifying and simplifying it you will see a dramatic increase in the return on investment that your website provides, whether it be enquiries, sales or data capture. This will also help to lower your homepages bounce rate and you will have one of the most successful, effective and responsive websites in your sector.

The following points will help you to retain more visitors on your homepage.

As mentioned above, most visitors visit your homepage because of the following reasons; they want to buy from you, they want to make an enquiry for a quotation, they want to subscribe to a mailing list.

The most powerful way of stimulating visitors to do any of the above is by offering them a free gift or a sample in exchange for their contact details and some information about their purchasing interests.

We recommend that you remove any visuals such as photographs and illustrations that do not support your branding message and call to action and could potentially distract the website visitor from your core message.

Make sure that you have a headline Above the fold of the page that immediately answers the four key marketing questions Who, Why, How, Where, What.

The headline should make it immediately apparent what you are offering the website visitors and should be a statement that emphasises the benefits to them of reading on and finding out more and gradually directing them on the course of action that you have intended.

Once you have implemented the changes to your home page, we recommend that you carry out an audit on a weekly or fortnightly basis to track how many people have responded as a result of implementing these changes. Overtime with an element of A-B split testing, you should see an increase in your conversion rates and you will be able to realise how a website helps a business to get new customers and clients and in turn to increase sales and profits.

by: Rahul Katrak

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