Before working on the content for your new homepage, the number one message to deliver is TRUST. People will do business with you if you have a unique selling position and they believe it will work. There are secondary reasons which support building trust with users, so they feel like giving you their hard earned money.
To make this as effortless as possible remember the basic foundation of a homepage optimization checklist:
- Minimize your time spent on writing and developing (Your time is valuable too!)
- Maximize the number of customers staying on your site
- Entice with an offer, or to take another action.
Include the most important key points at the top, so that people know they are on the right page and include a value proposition so they want to read more.
Make this content visible and you will gain their attention.
Once you’ve developed trust then they’ll follow your advice for everything else that comes after…
What your Website does
Explain from a consumers point of view why your product or service is unique and better than other imitations, and explain why that is valuable to your potential customers.
Where you are located
The physical location of your business or service area should be on the homepage. People like to know where businesses are located, before they buy. As search becomes more local people want to know your accessible and have a physical location. This information is also important trust factor in the ranking for your Google Business Listing
All the best reasons people would buy from you
You have the best product or service because of a unique feature or other tie-in that is memorable and valuable to potential customers. You’ve developed trust with other clients and have a long history in the industry, area or community. ex. “Been in business for 10 years in Vancouver”or “Authentic real Italian pizza” .
Give your items/service the “spin” it deserves’ to differentiate from your competitors offering.
Make it easy to buy from you
They were interested enough in coming to your site (the SEO worked!) - now make it way too simple to buy. We mean simple here.
Consider an ecommerce solution for multiple items or an easy solution (PayPal), always include contact details like email or telephone number.
If they can’t find out how to pay you – they are gone to the next search result.
Content for the “Drillers” and Skimmers” -
Have a balance between core message, and finer details. Some people will only read the headlines and skim the rest, while others will drill down to the details of the and history of your products and entire company history.
Short Paragraphs
Keep content short and simple. Key text in bold ; Bullet Points; Headings
Keywords and inbound links – All homepages should be optimized with on page seo and off-page link building strategies.
Make them interested in you
Call to action… There is a timed promotion or schedule and they must do something right away before they miss out on an amazing deal.
Understanding Process
People don’t have time or are uncomfortable asking questions that may seem obvious to others. People are afraid of asking questions because of a fear of the unknown. Make them feel at ease by telling them how to purchase and what to expect after they purchase too. Consider adding website text about the process of doing business with your company. ex. shipping and handling, turn around time and order processing.
Your Guarantee to them
List all the reasons users should trust your company (BBB, Guarantee Seal, Money Back Guarantee, Certified Qualifications, Customer Testimonials)
Have these in place and you’ll be a good position to convert new customers. People need to trust you on the internet. Once you’ve developed trust then they’ll follow your advice for everything else after. I hope this helps some of you and thanks for reading!
