Designing a Homepage that Converts

When someone comes to you for a website, you want to build them something that converts and bring them leads, right? After all, a happy customer leaves great reviews and will do work with you in the future.

Their homepage is where a lot of customers will be making quick, rapid decisions.

So how can you create a homepage for your clients that keeps users clicking through and even converts? Let’s break it down!

Start with a Problem-Solving Headline

homepage headlineThat first headline should grab their customer’s attention with how they solve their target audience’s biggest problem.

Think of this as showcasing their emotional benefits, not the main feature of the business.

In my case, it’s that I build lead-generating websites. I also added in a piece about brand story-telling because I work with a lot of solopreneurs whose story is a huge part of their business.

Grabbing their attention right away and connecting it back to their main stressor is huge in getting someone to keep scrolling and clicking.

It also puts your customer in the driver’s seat, makes them the main character of the story. And that, after all, is what you want to do with your business. It helps them feel seen and understood.

Funnel Your Customers to The Next Step

home page funnels for servicesAfter you grab their attention, you want to direct those customers to what your client does and how they help.

The easiest way to do that is through what are called Funnels. A good rule of thumb is to link to the top 2-4 pages you want a customer to explore in the website, typically the main 2-4 services.

You’ll see mine show you that I help you in two main ways – building a new website or supporting you with your current website.

These funnels take you through the path(s) that are important to those customers and helps direct them into digging into the website further.

I typically include an H2 that hits a main pain point or benefit of my services again, then give them the ways that we help to solve those problems.

Pro tip: This question / answer format in your website copywriting can be a powerful way to showcase that your customer is uniquely qualified to help and drives people to dig into their website further.

Social Proof that Reinforces Their Expertise

Every single homepage should include some kind of social proof that helps people see that yes, your client’s business does know their shit.

Social proof differs depending on the main niche you’re working with, but it can be a simple logo cloud of clients, testimonials or reviews of those who have worked with your client, books they’ve written or podcasts they host.

Either way, you need to give some third-party proof that they know what they’re doing.

Introduce the Face of the Company and the Business Itself

This applies for those solopreneurs and coaches who are working with their clients directly. Give the company a face and a human connection by introducing the owner on the homepage. This can be a simple few sentences that helps to reinforce who they are and their area of expertise. Then, direct them to the About page where they can learn more about your client as a person, their company’s philosophy, and what makes them unique.

After all, we’re all wanting to connect with other humans. Give them a chance to do so quickly.

Give Them Some Free Value

You’ve probably heard a bunch of different online marketing experts talk about lead captures. These are freebies that a customer “buys” by giving over their email. This needs to be a freebie that they’ll care about and propel them to actually give over that email.

Not only does a lead capture give them a taste of what working with your client can be like (and builds some trust), but it can also help build your client’s email list and continue the conversation and value-add weeks after they visited the website.

Pssst, Gravity Forms makes lead captures a breeze!

Make it Easy to Contact the Business

Not everyone is going to be ready to “buy” after they visit a website once. Make sure that the homepage (and every page of the website) gives a few options to connect with your client off of their website.

Their social media channels should all be linked, the footer should include a phone number that they can call or text, and there should be either a form or a link to a Contact page on the homepage.

Everyone is different and likes to continue the conversation in a variety of ways. Give them a few options to do that.

Join the Conversation!