The homepage of your business website is an important player in your marketing strategy. It is a snapshot of the most important aspects of your business. It is the compass that directs visitors to the information they are looking for and the action you want them to take. While your homepage should be clean, simple, and concise, the steps you take to get there tend to be the opposite. It can be challenging to generate, prioritize, and convey information in the most efficient and effective way. This important page impacts your entire business website, so here are some tips to help you write successful content for your homepage.
This tips will help you if you’re having trouble figuring out what to write in your homepage.
To come up with the best content for your homepage, you must first get in the right mindset. Rather than thinking about what you want to convey to your visitors, think more about what your visitors want out of your website. Some questions to help you get in the shoes of your visitors include:
You may know what you want to write, but may not be sure how to write it. Here are some guidelines for getting the proper message across.
Your homepage content should have an element of enthusiasm to facilitate a positive user experience and show that you are passionate about your business. However, you don’t want to overdo it. Too much excitement can be overwhelming and even come off as ingenuine. Don’t beg visitors for their attention; earn it and direct it to a select few highlights of your business.
While your business website is up for the entire internet using population to see, you don’t need to write content that appeals to the masses. In fact, this will wash out and weaken it. Your homepage content should resonate with your target audience. Furthermore, remember that regardless of how large your target audience is or how high your traffic is, the vast majority of sessions on your website are individual experiences. Therefore you should write the content on your homepage as if you are writing to or conversing with an individual, not a large audience.
Your homepage content should present the most important information and attractive aspects of your business. However, remember the mindset you should be in: customer first, then business. With this mindset, your content should primarily focus on benefits rather than features.
Features are the highlights of your products and services that make your business stand out. Benefits, however, refer to what the customer gets as a result of those features. For example, if a cleaning company’s feature is the use of nontoxic cleaning products, they may present it on their homepage in a benefit first way, such as “Enjoy the comfort of a clean, toxin-free home, thanks to our nontoxic cleaning products.”
The term “above the fold” originates with newspapers, as this is the first information a person sees before opening it up. The digital version of “above the fold” is the view of your web page that visitors see before scrolling down. Make sure your most important and attractive information is above the fold of your homepage. This includes contact information, calls to action, and even important benefits.
Your homepage is meant to inform, but in an appealing way to users. It is best to break up text with high quality images and other “blocks,” such as headings, text boxes and other call-outs. This creates more of an experience for the user and sets a nice pace for consuming and digesting information
Your homepage content dictates the way your target audience perceives your business and interacts with the rest of your site. Follow these tips to create the best experience for your visitors and outcomes for your business.