You’re wandering through the mall, in need of a new pair of shoes. Walking around, you check out the stores.
Hmmmm, that store looks like it only has trainers and casual shoes – that’s not what you’re after! And that store looks far too pricey… Keep walking, keep walking, don’t get tempted by those expensive shoes! But ewwwww, that store looks really cheap and nasty. You want better than THAT. Heck, there’s even a funny plasticky smell coming out of the doorway! Gross!
You keep walking round the mall, and finally you find a shoe store that looks just right.
Notice what you’ve just done?
You’ve been making judgements on the stores without even setting foot inside them. You were quickly able to guess whether a store is suitable or not just by looking at their window displays and into their open doorways.
A home page is like a store window
The home page is there to entice the right clients to enter.
Think about it from the perspective of your website’s visitor. They’ll be wondering if your business is the right company for them, in terms of products, services, culture, personality, and price.
In short: can your business fulfil their need? Do you have the right solution? And can they trust you?
Your visitor’s attention span is short
Not only does your website have to convince the visitor – it has to do it very quickly. Website users have very short attention spans and make snap decisions. In fact, you have just 5 seconds or less for your website to make a good first impression and to lure your prospect to read on.
It’s a bit like the shoe store in the mall. You might wander in, thinking the store is the right one for you. But then you see the prices, or messy shelves, or hear an assistant being rude to a customer, and you walk out again.
Your website only has one chance to make a great first impression.
Yikes, that sounds like a lot!
Yes, your home page has to work very hard, indeed. So make sure that it:
- Clearly identifies who your target client is.
- Demonstrates your understanding of your ideal client’s key challenges.
- Begins to hint at your solution… but don’t go into too much detail. (That’s the job of your Products or Services page.)
- Sums up what’s unique about your business (i.e. why should they choose you, rather than a competitor?)
- Conveys that your business is trustworthy and reliable.
- Looks professional, is easy to use, and has an attractive appearance.
If you manage to do that successfully, you’ll have an attractive ‘store window’ that will attract your ideal clients. Sit back and admire your new shoes when you’re talking to the new clients your website has attracted.
Quick action step
Review your home page and make sure it accurately represents the your products, services, business culture, personality, and price.
