If your homepage does not tell your ideal clients that they are in the right place and you have the exact solution they need for their challenges right away, you lose them – plain and simple – their eyes glaze over and they click away.
Two things your need to know about your homepage’s content:
- It’s NOT about you, your credentials, or what you offer – it is about if you can solve your visitors’ problems or help them achieve their biggest desires.
- You have less than 10 seconds to deliver that message and get your visitors to stick around and explore what you have to offer.
It means your homepage needs to let people know if they are in the right place the moment they arrive, and make them want to learn more about your products and programs because they see the promise (a bold claim) that they may just find the solution to their biggest challenges here.
Make your homepage copy clean, succinct and to the point –
think “internet attention span” when you write your content.
By the way, don’t sacrifice load time for pretty slideshows and fancy widgets. People click away from a website if they have to wait “forever” – and that can mean just a few seconds in “interwebs time”.
Here are a few elements to include in your homepage content to make sure your visitors will pay attention to what you have to say:
- Pain points and desires of your target market (hey, twist the knife!)
- A variation of your elevator speech
- Your unique selling proposition
- A call-to-action
There is of course a lot more about writing effective copy, some elements of which depends on the individual scenario – it is a fluid process that has a science/formula to it but also involves an intuitive understanding of the brand and the audience.
When working with my clients I always roll up my sleeves to make sure the content is as good as it can be by personally doing the final editing. If this is something I can help you with, make sure you get in touch with me at email@example.com.