One of our international clients had 0.1% of visitors contacting them. After implementing the points in this article, their results went up to 1%. That’s 10X improvement! If it’s important to you to get more leads from your website, read on.
If you are intentional in focusing your homepage, landing pages and call to actions on your goal of getting leads and follow these guidelines, you should see improved results. Seriously.
Let’s discuss the nature of these three elements and how you can work with that nature to get more of what you want. This is one of the most important website planning steps.
1. Make your homepage do its job. And well.
Think of your homepage as the catch-all page. It’s the page Google will send people to if there’s no better (more relevant, more specific) page on your site to the search terms the visitor entered.
If you do any kind of advertising, the homepage is usually not the best choice to send people to. You would usually do better by making the offer in the ad specific and sending them to a specific landing page with a relevant call to action.
The homepage is where visitors size you up.
Once a visitor understands what you’re about and how you’re different, they are able to decide to look further into your website (if they like what they see so far). Rather than make a visitor browse through the menu (making them research you), the homepage can suggest the next possible and most helpful next steps. Check out the optimized website design below.
After it sizes up the offering (Point A), it communicates their main points concisely (Point B) and then offers the most likely and helpful next actions (Point C) of “Browse the Idea Gallery,” “View Floor Plans” and “Find a Builder.”
It’s no mistake that these options are in this order. Their customers want to get ideas to be excited about first. Then they are ready to find floor plans (the details to clarify that idea), and the “Find a Builder” is the last step on the website, which is the next big step in the sales process. Here’s the formula for an effective homepage:
- One or two sentence sizing-up intro. If you can’t do it in two sentences, it’s too complicated and/or you’re not clear on it yourself. If you’re not clear, visitors won’t be. Anyone can use detail to back up a statement. Effective communicators use simple, short messages and don’t use detail as a crutch.
- Photo or slideshow to present important messages and/or recent important new happenings.
- The right next actions. Where does the visitor expect to go? Where should they go? Present the options in logical order.
2. Specific landing pages work better
A “landing page” is a page with a specific offer on it. People are sent directly to it from ads, generally. People “land” there. Hence, landing page.
We’re going to have a comprehensive checklist of what makes an effective landing page coming in one of our next articles. With that checklist, anyone can create highly-effect landing pages. If you want to be notified when that article is published, please submit the “Know Insights” form to the right of this page.
For today, let’s cover the most important ingredients of a good landing page:
- It’s made for a specific audience
- It addresses a specific need
- The offer is highly relevant to that audience and need
- The call to action makes perfect sense according to 1, 2 and 3 and the value of taking the suggested action is clear.
- It has enough information in the page for a person to be equipped to make the decision to take the suggested action.
Change how you think about your service description pages. Turn service pages into landing pages and get more leads.
3. Effective call to actions
Throughout the website, it’s important to have a clear call to action inviting the visitor to take a step towards working with you. It helps people know what the next step is, how things work and allows them to consider taking that next step.
A call to action is typically a block of text in the sidebar with an offer as the heading, followed by a couple details and contact information or a form to fill out.
Good call to actions need to be perceived by the visitor as:
- Highly relevant
- Good Value
Use these 3 qualifiers to test any call to action you come up with.
Let’s say you have a heating and cooling company and your call to action on every page is: “Call to get a Free Furnace Check-up.”
- Is it a good value? If you seem to be a reputable company and this checkup will tell me the condition of my furnace and even tune it a little, that’s a good value I’d say.
- Is it specific? If it clarifies what a “Checkup” actually is, then yes.
- Is it highly relevant? Only if I want to keep my current furnace. If I’m on the website because I want to add air conditioning, or replace my furnace that offer is irrelevant to me.
Over the past 8 years, we’ve been refining a process to improve website results.
If you would like a partner to collaborative with to improve your results and you know what you want out of your website, Effect may be a good fit for you. We help people make smart decisions in web marketing.
A good place to start would be doing the Website Assessment – before you design a new website. We manually review your website and give you a full report on how to improve your website’s effectiveness in 72 hours for a flat price. If you like our suggestions, you can do them on your own or collaborate with our team to improve your results.