A company website is the digital equivalent of a business’s shop window.
And the homepage is what customers see when they look through that storefront.
Are they attracted by what they see? Are they compelled to “dive in” and learn more?
Or does it not generate lasting interest or, worse yet, what they see turns them away?
In today’s article we will see how to create a high-performance website home page structure that attracts new customers.
Read on to learn more.
The basics of an effective website home page structure
Of the many aspects that go into creating a high-performing website home page structure. Website homepage one of the most important to keep in mind is how it will guide your company’s lead generation efforts .
New Call to Action
With lead generation consistently cited as a top priority for marketers, finding ways to maximize the potential of your homepage will prove critical to continued growth.
We can identify seven steps to take to transform Chinese in Europe the homepage into a fundamental tool for lead generation, many of which can be implemented today to start converting more visitors as soon as possible .
Let’s go into detail.
7 Steps to a Website Home Page Structure That Gets Results
1. Create tailored content
We often read the phrase “ content is king”.
But this doesn’t just mean blog posts and social media content. As the first thing most potential customers see when they visit your business website, your homepage should also be optimized with content that speaks specifically to your brand and your target audience’s pain points.
In just a few seconds, your headline, subheadline. Website homepage additional text, and images should help convince a lead that your business can help them.
The content on the page should highlight the most relevant pain points for the target audience and highlight the advantages that the company can offer in solving the most important problems.
Among the most common needs are challenges related to productivity, finances, processes and even people.
Carefully evaluating all homepage copy to ensure it addresses key customer pain points is critical.
2. Show the most interesting reviews
83 % of people trust their peers over advertising when it comes to product or service recommendations. 97% of B2B buyers trust peer reviews more than any other type of content.
For this reason, few things are more persuasive than a positive testimonial or review from current customers, especially if they share many of the attributes and pains of top prospects. Their words and experiences will be far more persuasive than any marketing message.
website home page structure
However, while many brands may generate reviews on third-party sites like Google or Yelp, they don’t always make these testimonials as prominently displayed on their own websites as they should.
You can make your homepage much more appealing with a few simple reviews and/or testimonials. Even a short snippet of a real customer review or the number of 5-star reviews you have received can be a convincing argument.
3. Don’t give up on forms
While other lead generation tactics may be more trendy at the moment , there’s still a lot to be said for forms. In fact, 49.7% of marketers say web forms DM Databases offer the highest conversion rates among digital marketing techniques. Interestingly, HubSpot research also finds that multi-step forms tend to have higher conversion rates.
That said, the most effective forms typically ask for no more than five pieces of information, often in exchange for a lead magnet like an ebook . Forms should focus on the most essential information that will help the sales team reach the customer.
Key details include:
the person’s name
e-mail address
the employer
the role within the company.
While forms are primarily associated with b2b brands, many b2c companies also use them. For example, a membership service may include a form on its homepage that starts the visitor’s signup process. After filling out basic contact information, customers are redirected to a secure portal to provide payment information.
4. Find out who visits the site
There is a big difference between seeing how many unique users have visited your site and knowing exactly who those users are. Knowing who visits your company’s website helps you paint a more complete picture of your target audience and their interests , as well as reveal new lead generation opportunities.
It is important to find an analytics tool that offers:
the ability to identify companies by IP address and domain
information about where your leads and website visitors come from
Email notifications when a new customer is on the site
contact information for all company customers who visit the site
While Google Analytics can provide some of this information, custom analytics tools can go a step further to help your team understand who is visiting your company’s website and what actions they are taking.
website home page structure
With this information, you create a powerful resource for your sales team to know which companies have visited your site (and maybe why), providing valuable data for sales calls.
5. Use retargeting ads
It is estimated that 95% of potential customers are not ready to make a purchase when they visit a retail website. For lesser-known brands and b2b websites. Website homepage these numbers can be even lower.
“tracks people and the types of actions they take when they engage with the brand, including the Facebook ads they saw before going to the website, the pages they visit, and the items they add to their cart.”
6. Provide clear CTAs
There are many different types of calls to action that can be incorporated into an effective website home page structure, from signing up for a newsletter to signing up for a free product trial.
CTAs should also engage consumers in the sales process in some way – at the very least, by providing an email address where your team can contact them later.
Ultimately, CTAs should lead to future user engagement with the brand.
New Call to Action
Finally, it’s important to consider personalizing your CTAs when possible. Calls to action that adapt their message based on a visitor’s location, previous interactions with your site, or other factors convert 202% more than generic CTAs.
7. Take advantage of live chat
Live chat can be another powerful lead-generating resource right on your homepage. In fact, research shows that not only are 38% of customers more likely to purchase from websites that offer live chat. Website homepage but 63% are also more likely to return to that site. Of businesses that have implemented live chat, 79% have seen an increase in sales and revenue.
Your homepage can (and should) be more than just a placeholder that encourages visitors to click through to other pages to learn more about your business. When done right, it can be an unstoppable lead generation tool, whether or not someone decides to visit other pages on your business website.
By maximizing your sales potential with an efficient website home page structure, you will be able to generate more quality leads and transform your company website into a true digital sales powerhouse.
