Sunday, 27 August 2017 18:57

Homepages Rarely Convert Because These 6 Elements Are Often Ignored

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No, this headline isn’t clickbait.

This article does contain critical homepage elements that are often overlooked. And you might be ignoring them. In fact, the examples I share here are a sure sign that many marketers still ignore critical homepage elements. And conversions are lost for these simple reasons.

No, this headline isn’t clickbait.

This article does contain critical home page weather that are often unmarked. And you mightiness be ignoring them. In fact, the examples I share here are a sure sign that galore sellers still ignore critical home page weather. And conversions are lost for these simple reasons.

I’m not going to rehash what you not yet know about home pages.

You are a smart seller. You not yet know a home page is your website’s front door. It’s where most of your clients expect to find the #1 thing you do that can solve a specific problem for them.

Okay, enough talk. Here are six home page weather you’re probably commanding that are cost accounting you conversions:

1. prep (a.k.a. doing client research)

prep ‘on people’, that is. And yes, it’s a home page element—because it shows when you do it well.

Imagine this for a second: Your high school teacher assigns you prep and asks you to submit it in three years. For the next two years, you stay up late and wake up early to deliver your best. You dependably turn in your prep on the third day.

Question: How long would it take your teacher to score your work? A few seconds to five proceedings. That’s how long it will take to score thing you worked on for years.

It’s the same with your home page. Your home page (or even any landing page for that matter) is like prep given to you by your target audience. It takes them a few seconds or proceedings to score you, before deciding to bounce or stay.

prep shows on your home page—because, if you do it, your copy will be expression what your prospects want to hear. If they land on your page and find that you’re not speaking their language, it shows you haven’t done your prep, and property can get ugly. You may even leave so much a bad impression that they make a point of not going back.

Example, Ashdown People—a firm specializing in HR for IT businesses:

If you’re a technical school firm who visits this page for the first time, here are a couple of questions you’d naturally have in mind:

  • What does Shaping The Digital And Technology work force mean?
  • How are you shaping it?
  • What’s the exact HR problem that this brand solves for IT organizations?

The page looks nice, but imagine the confusion its visitors may be experiencing.

In contrast, take Solertia — some other HR firm:

Their home page copy speaks directly to a specific challenge folks running HRs face—developing compensation strategies to avoid losing key talent. This will catch the attention of an HR pro because it deals with problems that hurt and offers a solution.

This is a good example of person doing their prep. Whoever wrote this copy studied their audience well enough to find that ‘developing strategies to keep key players in an organization’ is a goal HR departments always try to reach.

Doing your prep on your target audience reflects in your electronic messaging.

How do you do your prep? Talk to the very people that visit your home page: clients. In other words, get feedback. There are great tools that will help you here, some of which include:

  • SurveyMonkey: Create surveys and generate quality feedback.
  • Kampyle: Get feedback from users.
  • Get Satisfaction: Build a forum where clients talk to one some other about your product, piece you just watch, listen and act accordingly.
  • AnyMeeting: Schedule live meetings with clients and get actual feedback from them.
  • IdeaScale: Allows users to make and vote suggestions about your product. And feedback with the most interactions gains higher recognition than others.

These tools will help you know your clients’ pain points, goals and how they will need your product to solve their problem. Then, you’ll be able to create a home page (and even any other landing page) that speaks directly to those problems.

Next, brevity and clarity.

2. Brevity and Clarity

Brevity doesn’t necessarily mean copy is short. It does imply there are no redundancies, and yet enough clever repetition to convert visitors to take a specific action.

Chris Garrett, Chief Digital Officer at Rainmaker Digital, wrote that a landing page should be, “as long as necessary. And no thirster.”

That’s brevity. As long as necessary. No thirster. And clarity, on the other hand, is self instructive enough. Is the problem you solve for your audience crystal clear?

When your home page doesn’t concisely and clearly explain your offerings, people lose interest. It’s that simple.

Another case in point is where you have brevity on your home page, but not clarity—a case where your home page copy is brief, but it isn’t clear how visitors will benefit from your business.

A typical example of that is ZOHO’s home page:

It’s a well-designed page and it sure is brief, not much to read here. But to me, it lacks clarity.

If, like me, you knew nothing about ZOHO before visit their home page, you have no idea what The operational system for your business OR A revolutionary all-in-one suite to run your entire business means. If you’re curious, though, you mightiness want to click the “learn more” link to find out.

But according to some sites, Zoho gets about 18 million monthly visits. What if 400k, 1mm, 5mm … of those monthly visitors aren’t curious enough to click learn more? They were probably looking for a specific solution before landing on this page, and that’s what they expect you to communicate to them.

Your best bet is to communicate any you’re offering in the clearest and shortest way possible. A perfect example of “brief and clear” is Google My Business’ home page:

In just over 20 words, with an image on the side, Google My Business clearly and concisely explains how they help your business get found when your brand name is searched.

So brevity and clarity could mean five, ten, 200 words. What matters is that your page provides enough information for your visitors to become convertd and take action. And this why not hiring a good employee for your business is a terrible idea. A good employee will do enough dirty work to produce copy that has some brevity and clarity.

3. Active voice on CTA Buttons

(Active voice describes a sentence where the subject performs the action declared by the verb.)

In other words, a CTA button with active voice is one that says, “This is what will happen when you (the visitor) click this.”

And active voice goes on the far side just exploitation verbs on your CTA.

It’s easy to think that all visitors understand what a colored CTA button means, but you’d be amazed. Sign-Up.to recently mentioned in their study that “Images are good, but it’s not always clear that the image is besides a call to action.”

Just because you have a colored button on copy doesn’t mean visitors know where the button will lead when clicked. Example:

Where will Click Here lead when clicked? Is that button for a call, an email, or a link to some other page? You need to let people be certain what your button is for, or you risk confexploitation people.

Here’s a perfect example of that from Toyota:

“Explore Prius” is active voice. It says exactly where the CTA will lead after it’s clicked—a page where you get to explore the Toyota Prius.

That’s active voice in action. Don’t put your visitors in a position where they’re not sure what your button is meant for. Make it as descriptive as it inevitably to be — Explore [my product], See a demo, Check out this case study, etc.

4. Specificity Over Hyperbole

Why not exaggeration? Because overstating can lead to visitors questioning your sincerity.

Instead, use copy that generally communicates how you actually add value to people’s life and businesses. Twilio’s home page is a good example:

Twilio is a tool that software program developers use to add communication capabilities to the applications they build. And that’s exactly what they explain in the home page: “Build software program that communicates with everyone in the world.”

No overstatements. No exaggeration. Just the specific problem Twilio solves for people.

Hootsuite’s home page is some other good example:

According to SEMrush, Hootsuite gets about 7.2 million monthly visits. That’s impressive; yet, there’s no mention of how big they are on the home page, but a brief and clear explanation of how their product solves problems for people.

Adding exaggeration to your copy doesn’t communicate any value. ConversionXL Founder Peep Laja says it this way (54:21): “You don’t add life to copy with exaggeration. [For example,] ‘We have the best pizza pie in town VS. We deliver pizza pie in 10 proceedings’. [Pick] specific [over] exaggeration”.

5. Testimonials With Smiling or Happy Faces

Testimonials are powerful not yet, but one with a smiling face pictured? Terrific!

One Swedish study reveals that your smile has a immense effect on people around you — try smiling at person and you’d see they about couldn’t help but smile back, unless they unconsciously don’t want to. Amazing, eh?

Did you know? With the Kissmetrics A/B Test Report, you can see how a test impacts any part of your funnel. Running a test on your home page and want to see how it affects lead quality at the bottom of the funnel? Find out in 10 seconds with the A/B Test Report.


Pipedrive set emphasis on the fact that their clients are actually happy people. Then they put those happy, smiling faces about 40% down their home page.

Kissmetrics understands this conception as well:

So, if you’re going to use testimonials with client headshots, use those that are smiling not yet since they have a positive effect on viewers.

6. One Page, One Goal

You’d think every seller by now gets the conception of one page, one goal, until you see a home page like this in 2017:

Several CTAs on one page. What’s the one goal that a page like this is trying to accomplish? about everyone would have no idea. And several studies have proven it’s far better to use one page for one result. The more specific you are, the better you’ll be at converting specific visitors.

A good example of a home page with one goal is this one on QX enlisting employment:

In contrast to HR Consultants home page (above), this one has only one goal. Which means if the home page gets 2000, 5000, 20000, etc. monthly visitors, this report will be the number one thing catching their attention. And it’s the only action they’re first asked to take. Brilliant.

This way, QX enlisting employment know how to measure the home page’s success — it’s as boffo as the number of downloads the report gets.

Start Converting With Your Homepage

If you’re going to have a home page (or even any landing page) at all, you want to ensure it drives optimum conversions. And the tips above have hopelessly divine you to make specific corrections on your home page, or even create a compelling one from scratch.

About the Author: Victor Ijidola is a conversion-driven freelance writer and content seller. Need help with landing pages, ebooks, blog posts, guest blogging, email newsletters, etc? Contact him at Premium Content Shop.

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