It doesn't matter how big (or how little) your business is, there are three key questions that you have to pose to design an effective home page for your website:
1) Who am I? Visitors to your website need to know, in only a smattering of seconds, who your company is and what it does. You can communicate this quickly and effectively in your tagline, via images, or with a simple sentence featured on the top portion of your home page. Whatever you do, don't assume that visitors know who you are and what you do- - take some time to present it clearly and concisely. It can be as straightforward as identifying yourself as a "pediatric dentist", "art supply emporium", "small business marketing consultant", or "Ethiopian restaurant"; the important thing is that you spell it out.
2) Why does anyone care? When you have let your audience know who your organization is, you need to quickly communicate your point-of-difference. If telling your audience who you are sets the stage, communicating how your business is unique is the main act. What makes you different, better, and special? Try to stay away from words which have been used so often as to become useless, like "quality" or "service." Rather than doing that, communicate your point-of-difference in language that paints a real, authentic picture that visitors can relate to: "you'll never wait more than 5 minutes", "your federal return is checked for accuracy by 4 different tax specialists", "the injury-free exercise boot camp that pushes you to your limits... But never beyond them."
3) Where do I want them to go next? If you would likeWeb an effective website, it isn't sufficient to just put up a bunch of navigational links and to hope that your audience can direct themselves to the areas they're most curious about. While it's wise to give them some commonly-sought options ("about us", "contact information", "FAQ", and so on.), you want to design the look and flow of your home page so it directs most people down the path you want them to take. One of the primary problems with website home pages is that they try to accomplish too much. Once you've told your visitors who you are and how you are different, what do you need them to try next? What steps are you wanting them to follow? Do you need them to discover more about particular goods or services? Do you need them to sign up for a special report or white paper? Would you like to qualify them in any way? The primary principle here is to design your home page very purposefully, not randomly, in order to build the level of interest and commitment your target audience feels toward your business.
These steps, while seemingly straightforward, can make the biggest difference between a website that's a good business-generation tool and one that's skimmed and passed over. Put these ideas to use on your home page, starting today.
1) Who am I? Visitors to your website need to know, in only a smattering of seconds, who your company is and what it does. You can communicate this quickly and effectively in your tagline, via images, or with a simple sentence featured on the top portion of your home page. Whatever you do, don't assume that visitors know who you are and what you do- - take some time to present it clearly and concisely. It can be as straightforward as identifying yourself as a "pediatric dentist", "art supply emporium", "small business marketing consultant", or "Ethiopian restaurant"; the important thing is that you spell it out.
2) Why does anyone care? When you have let your audience know who your organization is, you need to quickly communicate your point-of-difference. If telling your audience who you are sets the stage, communicating how your business is unique is the main act. What makes you different, better, and special? Try to stay away from words which have been used so often as to become useless, like "quality" or "service." Rather than doing that, communicate your point-of-difference in language that paints a real, authentic picture that visitors can relate to: "you'll never wait more than 5 minutes", "your federal return is checked for accuracy by 4 different tax specialists", "the injury-free exercise boot camp that pushes you to your limits... But never beyond them."
3) Where do I want them to go next? If you would likeWeb an effective website, it isn't sufficient to just put up a bunch of navigational links and to hope that your audience can direct themselves to the areas they're most curious about. While it's wise to give them some commonly-sought options ("about us", "contact information", "FAQ", and so on.), you want to design the look and flow of your home page so it directs most people down the path you want them to take. One of the primary problems with website home pages is that they try to accomplish too much. Once you've told your visitors who you are and how you are different, what do you need them to try next? What steps are you wanting them to follow? Do you need them to discover more about particular goods or services? Do you need them to sign up for a special report or white paper? Would you like to qualify them in any way? The primary principle here is to design your home page very purposefully, not randomly, in order to build the level of interest and commitment your target audience feels toward your business.
These steps, while seemingly straightforward, can make the biggest difference between a website that's a good business-generation tool and one that's skimmed and passed over. Put these ideas to use on your home page, starting today.
About the Author:
A professional in new product commercialization, consumer insights, and conducting focus groups, Atlanta marketing strategy consultant Marie Elwood designed her company's website herself.
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