5 Key Questions Your Homepage Should Answer
Sounds like you're gearing up to share some valuable insights! To keep those hot leads engaged from the get-go, you'll want to ensure your homepage is a powerhouse of compelling content. What's your tried-and-true method for determining whether a homepage hits the mark?
1. Who are you ?
The first thing that your homepage needs to answer is who are you?
People see your website from social media postings, Google searches, or Pinterest and would like to know more about you. They want to know who you are — and it’s time to provide them with that answer. It does not have to be a long detailed autobiography. Save that for your About page and elaborate there. But on your homepage, you want to present a short blurb that tells them who you are, and allows them to get to know you. And don’t forget to add your photo so they can put a face with the name and establish that first meaningful connection with your brand.
2. What Do You Do?
Your homepage should remove even the slightest doubt about what you do and why you are the right business for your audience. Maybe they discovered you via Pinterest or a particular Google search, but they need to feel assured they haven’t landed on the wrong helicopter pad. Letting them know in no uncertain terms what you're an expert in straight away on your homepage is the secret sauce to remaining engaged with them and enticing them to dig deeper.
Be specific. So for example, if you are a web designer, if you mention your specialty like, I am a Squarespace designer, it is easier for potential clients to decide whether you would matter to them. Even if you have an affinity towards building for other platforms such as WordPress or Shopify, doing so makes it easy for your visitors to focus on your mainstream of expertise. It is about getting the right clients who are a fit for your service or product and bringing the ones who are toying closer to being your clients.
3. Who do you serve?
Adding value to your online presence is the key because when a visitor arrives on your site, they are what we refer to as a hot lead in the world of digital marketing. You’ve already accomplished one of the most critical steps to gaining new clients: bringing them to your page.
The second step is to convince them they are looking at the ideal solution for their needs. You're doing yourself a huge favor by stating on your website who you're serving. Here's why:
Establish a connection with your dream client: If you are talking specifically to your ideal client, they feel it on your website. They resonate with your brand, they feel seen and heard, they feel valued and they go that’s me! This builds a great rapport and gets them interested in what you have to offer. You want your potential clients to think, 'This person understands me.
We’re eliminating mismatches: Not everyone visiting your website will be the right audience for your product — that is a fact. When you tell people on your home page who you're meant to serve, you filter out everybody else. This saves time and energy for all.
And if you’re muttering to yourself, “But I don’t have a niche,” breathe, please! You're in good company. Some do not niche down to a specific industry or specialty. You can instead focus on broad job titles and personality traits.
For instance, I educate on who I serve on my homepage in my “mini about” section, where I say that I’m a “conversion copywriter for creative entrepreneurs, marketing strategist for business owners and course creators...” This tells visitors that I specialize in helping entrepreneurs and small business owners who appreciate storytelling and are looking to increase sales.
If you do not identify so strongly with such a slim niche as I do, then concentrate on your ideal client as an actual human. Consider their personality types, what they want to achieve, the problems your content would solve, and adjust your messaging. That's about making that connection and steering them to come working with you.
4. How can One benefit from your services?
Focusing on the benefits of your services is crucial for grabbing the attention of your potential clients. Here's a breakdown based on your instructions:
What are you offering?
Unique elopement photography for adventurous couples and officiant services if you are interested. You manage all travel and logistics, creating a seamless experience from beginning to end.
Why do people need this service?
Even couples who are eloping without family attendees still desire gorgeous wedding photos to look back on. They're looking for a photographer who has the same adventurous spirit and a love for finding beautiful moments in the unexpected.
Where are they in life when they need you and your services?
These couples recently got engaged and opted out of a traditional wedding. They love the idea of eloping to a beautiful destination and are in the early stages of planning their adventurous wedding.
What do you offer that other service providers in your industry do not?
You offer a unique surprise elopement package, where couples relinquish control over the location selection and let you plan a one-of-a-kind experience based on their preferences. This includes everything from travel and lodging to location scouting, providing an unparalleled adventure that sets you apart from other photographers.
By emphasizing these benefits, you're showcasing the value you bring to your clients' special moments and positioning yourself as the perfect solution for their elopement needs.
5. What Is The Next Step?
Your homepage is like the mat outside of your house — a welcome, but your visitors may not understand where they are going next. So, think about walking in your client's shoes: they have come across your website, they understand what you do, and they are interested in knowing how you will help them. However, when they get to the bottom of your homepage, they find nothing directing them.
To combat this, you must lead them in the path going forward. Do not leave them guessing, or trying to find out what the next steps are. Whether for viewing your services, downloading a resource, making an appointment, or filling out an application, make it explicit. Your visitors don’t know what you want them to do next, so tell them! Their journey should be as seamless and simple as possible.
