How to Get Your Home Page to Convert
TL;DR Summary: You'd think coming up with a good home page for your website would be super simple, but it's not. During COVID, I took some copywriting classes and I learned tons. There's an art and science (psychology) with website home pages. If you know what to do, and what formula to follow, it is actually easy to create a home page that will convert for you.
1. The Very First Thing: Confirm
Confirm they’ve landed at the right place. That means the headline, images, and copy should all clearly say what you do with absolutely no guessing. People first want to make sure they’re at the right website, so confirm it and get that out of the way.
Forget headings like “Welcome!” and junk like that. That’s old. Say what you do, or better yet:
2. Next: What’s in it For Them?
People’s next thought is: What’s in it for me?
They don’t care about your or your company. Don’t take it personally, but they don’t. People care about themselves. So don’t make the home page about you. Make it about them and what they get. Be Robin, not Batman. They are the hero. You just make them look good.
3. The Main Part of the Page
Make sure you answer ALL of these:
- What problem is the customer dealing with right now?
- How is it affecting their daily life, their work, their peace of mind?
- What have they tried before and why hasn’t it solved the problem?
- What specific outcome do they actually want?
- How would their life be different once they achieve it with your product?
If you can exactly describe them and their situation, you’ve got them.
4. Make Your Pitch
Don’t wait to pitch. Do it sooner rather than later.
- Explain what you offer.
- How they benefit.
- What the outcome is.
- The steps of the process (3 steps is great).
Car salesmen like to get you in the car because you’re handling the product. Do your best to do this with your product or service.
5. Show Expertise, Experience, and Trust
Back yourself up. Show examples. If you have before/after photos, then great – show them. Explain why you’re better. List at least 9 testimonials. I’d even go up to 30 or more because people will just see them and keep scrolling, knowing your business does a good job.
6. Pitch Again
List one more benefit they get, and ask them to do something.
7. List Your FAQs
Have up to 20 (or more) FAQs about your business, what you provide, explain the process more, and just put the questions you normally get along with the answers.
What the FAQs do is it gives you one, last chance to explain what you do or your products before people might decide to leave. Plus, this is what AI uses – questions and answers in plain English, so… write lots of them.
And I’ve created a pretty cool FAQs generator if you want to give that a try.
Conclusion
It’s not rocket surgery. Put yourself in the shoes of your customer. Above all, it’s about them. Don’t dance around or write fluff. Get to the point. Tell them why you’re good, and pitch.
If you can get twice the amount of conversions with the traffic you already have, you might just see a nice bump in sales. Then, one you have the conversion optimized, add more traffic. That’s the big secret with websites and getting them to work for you.
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