In today’s competitive business world, you need to make the most of every single visitor to your page. You need a visually pleasing site, but you also need viewers to be able to get your message quickly. They shouldn’t have to click through several pages just to figure out what you offer. Communicating through proper optimization can increase conversions, which means a better return on investment for your bottom line.
1. Get Your Point Across Fast
According to Tony Haile, Chartbeat’s CEO, the average reader will stay on a website for only about 15 seconds. It is your job to lure them in during these few seconds, so they have a reason to stay longer. A call to action button won’t do any good, if the visitor is unclear about what your business can do for them.
2. Focus on Pitch Test
Your homepage should be treated like a business pitch. If you needed to tell a room full of investors who you are, what you do, and how you can benefit them in only a few seconds, what would you say?
Are you wondering if your homepage is getting your message across? Ask some random people to quickly look at your page to tell you what they learn about your business. Clicking to other pages is not permitted. This little exercise is often quite an eye-opener for many business owners.
3. Don’t Forget the Visual
Experts suggest that 90 percent of what you learn is visual. A picture really does speak a thousand words. The visual presentation of your homepage needs to tell a story. This story must be reflective of your business. So, not only does the visual display and business need to relate, the visual should help guide the mind in figuring out who you are.
4. Be Consistent
Most people today use multiple platforms. Maybe they sit at a computer all day, browse the Internet from their phone during work breaks, and then cling to a tablet in the evening. Your message needs to be consistent on all platforms so users can easily recognize you.
5. Explain Why You Are Unique
Regardless what sector you occupy in the business world, competition is stiff. In a short amount of time, you also need to be able to explain how you are different from the rest. How will the user benefit from dealing with you rather than another company? Shippo is a great example. If you reach its homepage, you instantly see that the company has cheap pricing and an easy shipping process. Plus, it integrates with a variety of services. Within a few seconds, you know if this is a company that can benefit you.
6. Know Your Customer
Be sure you know your target audience before taking steps to try to appeal to them. Do a competitive analysis on the landing page of some of your competition. You need to decide if you want to outdo their sites or generate creativity to bring something new to the table.
7. Earn Trust
You can’t lure people in with clever messages and promises, if you are not prepared to deliver on your word. Once you lose trust with a visitor it can be nearly impossible to earn it back.
Effective optimization of your homepage won’t happen overnight. You may need to go through a bit of a trial-and-error phase. Don’t change too much too fast. Change one element at a time and test it, so you can easily recognize what is working.