What Is The Goal Of Your Website Homepage?
The Lede: In an instant your audience decides whether to stay or go from your website. The goal is to keep them there so that you have the opportunity to show them that you’re the best option to solve their challenges.
The Decisions: We focus on getting the following affirmatives:
- Visitor decides that they need what you have.
- Visitor decides that you’re the best option to solve their problem
- Visitor decides to exchange their time and money for your offer/service
This doesn’t all have to be done in the millisecond that they first come to the page, but they need to stay on the page long enough to decide that they need what you offer. To get them to stay, they have to feel understood.
The What: Your audience must immediately recognize that you understand them.
- You understand the challenge they have come looking to solve.
- You understand how they feel now
- You understand what it feels like to resolve the challenge
Your audience wants to feel that you understand their challenges and that you can support their journey to solve them. They want empathy.
The How: Show your audience that you understand and empathize with them:
- Use language that they recognize and connect with.
- Consider a brand/character archetype that matches the personality of your target audience.
- Use imagery that mirrors their emotional state (before and after overcoming their challenge)
- Present the questions they ask, and the challenges they suffer and offer solutions to them.
- Showcase testimonials of others you’ve helped with similar challenges.
Your audience wants to solve their challenges with trustworthy guidance.
They want to be the hero by making the correct decision in solving their challenges.
They feel this when it was their idea to take your guidance.
The Nuance: It should be that they decided to work with you, and not that you convinced them.
If you would like to take a deeper dive on understanding the goal of a website’s homepage just let us know. At no charge to you, we’d be happy to discuss this important topic. We’re available by email, text, phone, chat, or feel free to schedule an appointment at any time.
