A few simple ways to immediately improve your homepage.
One point four billion. Let that number sink in for a second. There are over 1.4 billion websites on the internet, reported Daniela Chan of Hostinger. The number might as well be a gazillion. Every day, potential customers make decisions about which ones deserve their attention, either while perusing online at the office or, even more likely, by clicking a link they came across on social media. And, according UX expert Dr. Jakob Nielson, visitors decide whether to stay or leave within the first 10 seconds. In a media landscape flooded with websites, yours has less time to capture attention than it took Usain Bolt to run his record 100-meter dash.
It’s no wonder that most websites don’t work. But here’s the truth: For most small and mid-sized businesses, the problem isn't poor design. With Squarespace, Webflow, and Framer, among many other WYSIWYG web platforms, the number of nicely-designed websites rises exponentially by the hour. So why aren’t most websites maintaining our attention for 10 seconds? Simply put, it's a lack of clarity.
The fix, in most cases, is simpler than you think. Here are four easy ways to improve your website’s homepage in less than a day.
1. Lead with what you do, not who you are
Most homepages open with something like, "Welcome to our homepage. We've been proudly serving the community since 1987." Sound familiar? That's a biography, not a value proposition. First off, congratulations if your website is getting new visitors. That is something to be proud of. News flash, though, your visitor doesn't care about your history. They care about solving a personal problem. Lead with a straightforward statement about what you do and who you do it for. Make it super simple and easy understand.
2. Give visitors an obvious next step
A homepage cluttered with paragraphs of copy, unnecessary animation, and buttons galore only creates what designers call information overload. When everything is a priority, visitors are quick to reach a condition called decision paralysis. They’re too overwhelmed to make any decision at all. Choose one primary call to action — schedule a call, request a quote, buy this gizmo — and make it the most obvious piece of information on the page. Everything else is secondary.
3. Build trust before you ask for anything
Your website’s homepage needs to earn trust quickly. Would you hand your credit card to someone you just met? Don’t be afraid to pat yourself on the back — albeit modestly. A few member or affiliation logos can quickly lend credibility. Testimonials can also help spread positive vibes organically. Or, simply write a line or two about how you’ve helped someone solve a nagging problem. Social proof doesn't have to be complicated to be effective.
4. Cut the jargon
This is probably the best advice I can give: Read your homepage out loud. Would you say those words to a friend? A homepage that tries to say everything ends up communicating nothing. Simplify. The brands that connect with their intended audience don’t talk like scientists… or professors… or robots. They’re your next-door neighbor. They’re casual, welcoming, and understanding. They just get you.
I’m a designer, so I understand the importance of a clean, easy-to-follow website. The real problem isn't your website’s design, though. The problem is it isn’t turning curious visitors into engaged leads. After reading this article, review your website’s homepage and ask yourself, is it doing its job? Chances are your website can do more for you.
None of these four changes require a full redesign. Each one can be implemented quickly. Like, today. To help get you started, we created a handy homepage checklist. Download it below, and give it a try.
If, during this exercise, you discover that your team needs help defining your brand’s objectives, schedule a call with us. We’ll help build a homepage that really tells your story.
