Do prospects understand the value you provide?
If you asked a visitor who landed on your website’s homepage to explain what value you bring and why they should do business with you, what would they say? If you’re not sure, start by asking these 3 questions, does the homepage clearly communicate:
- What your company does (a brief overview of your products and services)?
- Your competitive advantage (why are your products and services are better than your competitors)?
- Your value (why the prospect should care about your products and services — what’s in it for them?)
The goal of a website’s homepage is to get site visitors to learn more about who you are, what you do, and the value you provide so they convert. Maybe a conversion is a phone call to the company for more information or filling out a lead or application form. They landed on your site, so you know they are interested in your products and services, but does your message motivate them to take the next step towards becoming a customer? Is there a clear path to the next step? What is the call-to-action?
KissMetrics, masters of web analytics, developed the infographics below that defines the anatomy of a perfect homepage.
Source: The Anatomy of an Effective Homepage Infographic
Maybe now is the time to view your website through the eyes of your prospects and customers. How they behave is often very different than expected. Go ahead and conduct a few user tests; you will be surprised at what you learn.