Over the past decade I’ve built hundreds of marketing websites. During that time I’ve learned a few simple things that any business should do for their marketing website.
From small business services to enterprise level software, follow these simple tips and you’ll see better engagement and conversion with your marketing.
1) Make your Value Proposition Clear
What are you selling or what problem are you solving?
What are you selling or what problem are you solving? The answer to that question should be front and center on your homepage, and it should be crystal clear. If not, you’ve failed to communicate your value proposition and you’ll end up confusing visitors. Get to the point and make it bold. I’ve seen way too many companies experiment with tricky verbiage and/or fancy slideshows on their homepage with scattered context… this might seem cool but it’s hurting you if the messaging isn’t on point. Keep it clear and simple.
2) Have a Concise Call-to-Action
Every homepage should have a concise call to action with a corresponding button or link to take that action. For example, if you provide home renovation services there should be a big button on your homepage for a free quote. Don’t assume that your visitors are smart enough to use your site navigation to find your free quote page. Make sure they don’t miss it and make sure the intended result is described – ex: “Get a Free Quote Today.”
3) Include “How it Works” context
educate your visitors on how the buying [or sign up] process works
Whether you’re selling luxury sports cars or iPhone apps, educate your visitors on how the buying [or sign up] process works. The more they know about how you operate the faster they’ll find out if you can solve their problem. Don’t assume they’re going to pick up the phone to ask you questions about how things work.
4) Limit your Content
Be careful with how much content you squeeze into a page or section. Most humans have very short attention spans. We want things and we want them fast. So the more content your visitors have to sift through the higher chance you have of losing their attention. Keep your content focused and to the point.
5) Offer something for Free
give your visitors the impression that they don’t have to open their wallet to try you out
Whether it’s a free trial or a free quote, give your visitors the impression that they don’t have to open their wallet to try you out. This doesn’t apply to ecommerce sites, obviously, but for everything else it’s a good practice and it builds trust. Requiring payment for something unknown is like going on a blind date… the outcome is unpredictable. So offer your visitors a taste before you ask them to buy.
Hopefully you’re already doing those 5 things in some capacity. If not, implement them today to start seeing improvement in your marketing efforts.