The homepage of your website is like your company’s virtual store – it provides an important first impression, so you need to get it right.
Using a good website can help you build trust, make a good first impression, and earn more sales. In this article, we are going to describe how you can get the most out of your website to give your business the best chance of success.
Let’s dive in!
Target the best keywords (but avoid cannibalization)
If you have an online store, you’ve probably heard of it Search Engine Optimization (SEO). This includes creating content and optimizing your website to give your business the best chance of ranking high on search engine results pages (SERPs).
It’s important that you do some things so you know what phrases you should target with your content and a copy of your website. keyword research.
Keyword research is the process of identifying words and phrases that people type into search engines to learn more about what they are doing. Start by compiling a list of terms and phrases related to your field. Then paste them into the Keyword Research Tool, such as Google Keyword Designer. This will give you a list of keywords that you should work on in your copy in order to rank well in relevant queries.
But you have to be careful when cannibalizing your keywords. Optimizing multiple articles and webpages for similar keywords will reduce your chances of ranking high on SERP sites because Google doesn’t know which of your pages is the most relevant. So it’s best to assign each keyword to just one page on your site.
Highlight your credentials and recognition
People only want to spend their money with you if you can earn their trust. One way to do this is by highlighting credentials, thanks, mentions in the media, and reviews on your home page.
Let’s give you inspiration by detailing a few examples.
For example, Excel builders, a custom home construction company, highlights the media they mention on their website.
Notice how well-known these particular companies are – by showing that Forbes, The Huffington Post and others trust them, Excel Builders increases their authority and proves to be a trusted leader in home construction. This type of website marketing leads to increased sales.
They have a bunch of reviews and cute pictures of customers ’dogs using BullyMake toys. Think about how important this is to your dog toy order box – owners want to make sure these toys are fun, safe and interesting for their puppies. And by highlighting consumer reviews and accompanying images, BullyMake proves just that.
Make sure people know how to take the next step
When people land on your homepage, make sure it’s as easy as possible for them to take the next step. This will increase your chances of making a sale!
You want to make it as simple as possible for people to find out more or move forward in the buying process by pointing to a clear CTA, using a sophisticated search feature, or making communication easier.
Let’s break down a few examples of sites that do this well so you can get a lot of inspiration.
See how CondoBlackBookA Florida real estate company makes it incredibly easy for potential clients to take the next step from the home page.
Immediately from the bat you will see two more straightforward options: buy or rent. What a potential customer wants is very clear to them, what actions they need to take to achieve their goals. All they have to do is type in the name of the city and confirm exactly what they are looking for. The fact that it’s so easy is likely to lead to a lot of results for your business, so consider how you could copy something similar to your site. Is there a way you could implement an easy-to-use but incredibly useful search tool to help your potential customers find exactly what they need?
This is not the only way you can move people quickly through the sales funnel. For example Law Office of John W. Redmann, LLC encourage potential customers to hold a free consultation instead. This is probably a more appropriate way if you offer a service that requires you to learn more about the client before you agree to work with him or her.
But note that it’s still incredibly easy for a law firm to agree to the next step – they don’t ask for in-depth information about someone’s case right from the bat. Instead, they simply ask for their name and contact information. This will probably help get a lot more people through the door of the company because someone can complete this step with minimal time and effort. The company’s lawyers then have the perfect opportunity to talk to potential clients one at a time to build a relationship with them.
When you’re looking for a website, you need to make things just as easy for your customers – you’ll be rewarded with plenty of sales.
Make sure your home page copy is attractive
Make sure your website offers attractive user experience is incredibly important. It can make or break a sale.
To ensure that your website is full of compelling copy that forces people to shop, you need to focus on the benefits of your products or services, introduce your company’s personality, and write about the results you get from past customers.
If you haven’t yet decided on the voice of your brand, you need to focus on looking for this first. Think about the kind of values and personality you want to describe, and then make a list of words that should describe the tone you use to write a copy of your website. Here are some examples:
- Casual but not too casual
- Passionate but not aggressive
- Fun but not informal
Getting the conversation sound in your copy is also a great way to make it more interesting. But there can be levels to using conversational voice. For example, a law firm may avoid professional language when writing in a professional but friendly style. At the same time, the bakery could write in a more casual way in colloquial language or even in informal abbreviations. It’s about writing in a style that appeals to your target audience.
Use visualizations that show what you are all about
Strong visuals are important to grab people’s attention and showcase your business. Images let you put your face in your business, show people what it’s like to work with you, or show your brand personality.
Let’s single out a few examples of companies that do a great job of using website images to earn the trust of customers and show that they are great at doing.
See how Caregiver home careA Toronto-based care agency will show whom they use the images on their website. In this picture is a happy nurse and a smiling, older patient. Healthcare is a difficult subject, and it is difficult to rely on a third party for the safety and health of your loved ones. By using comforting images of its target customers and employees, Guardian Home Care demonstrates its compassion and authority.
Likewise, Venngage, an online infographics maker, attracts potential customers to the images on its website.
Many people don’t know where to start creating and embedding infographics in content. By using the visual presentations that Venngage is all about, the company is able to attract its viewers and show that creating infographic content can be easy for everyone. Using visuals to demonstrate the simplicity of tools can help attract and encourage customers to shop. To repeat this, consider using short gifs or videos to demonstrate how products and services work. This will help you look helpful, savvy and creative.
There are probably many ways to improve the home page of your website and get people to shop. This article outlined many different ways to make the most of your virtual store, including targeting the right keywords, highlighting your recognition, using images to show what you’re all about, and more.
No matter where you are on your ecommerce journey, your website can be improved – Better get there!
Alex Ratynski is a content strategist Loganix, An SEO fulfillment partner that works with agencies and marketers. The company focuses on helping businesses improve online visibility so they can grow and achieve their goals. If you liked this article, visit the Loganix blog for more expert advice.