Your website content is your personal greeting to potential or existing customers. Think of it as your front desk, your introduction and an opportunity to connect with someone you haven’t even met. When your company offers a variety of products and services, it can be a challenge to get just the right message across on your home page.
Here are a few important ways to streamline your message and create welcoming home page content to get customers through the front door (virtual and actual).
1. Cater content to the user
Your home page content should focus on your customers’ needs and what you can offer them. It shouldn’t be all about you or proclamations of being the “the best in the business.” Think about your home page from your potential customers’ point of view, and make sure it answers the all-important questions:
- What is in it for me?
- What does this company offer that will make my life easier?
- How can I get involved, participate, or purchase?
Remember, your website is your 24/7 online sales team working around the clock to offer information, answer questions and hopefully sell your products and services
2. Be focused and concise
You only have about three seconds to grab someone’s attention on your home page and make him or her want to know more. Because of this, your website content needs to get to the point from the start. Don’t try to tell your entire company story on the home page. This may be important to you, but it’s a better fit for the About Us section. Focus on your most important products or services, deals or offers and include calls to action. Don’t be afraid to streamline. Talk to your audience and be laser focused on who you are trying to reach.
3. Keywords aren’t always the key
Lots of industry jargon and content stuffed with keywords isn’t going to make someone want to do business with you.
Make content scannable and easy to read using bulleted lists and graphical calls to action over chunks of copy filled with keywords. Repeating keyword phrases is not only obvious but boring to read, too.
4. Lure readers to other sections of your site
Try to engage readers on the home page by pulling them into other parts of your website. Focus on at least three other areas of your website that potential customers would be drawn to. Highlight special offers, new products or services, your blog or videos. You can also break products or services out by specific audience so those customers know exactly where to go.
Your home page is important, but all of your site’s pages need to work together to weave a lovely path for visitors that will make them want to come back again and again. Home is where the heart is, but every room should be memorable and serve a purpose.