BUILDING A HOMEPAGE
80% of viewers will read the headlines
20% of viewers will read the remaining copy
Write from your customers perspective.
- What do you do?
- Why are you different and better than your competitors?
- How do I get in touch?
1. WHAT DO YOU DO,
It is essential that your customers are well aware of what your business does, in the literal sense. Customer should know what service or product you sell & how that will improve their lives. This should be made clear to them very early while exploring your website. This is where your tagline plays a very important role.
The tagline will be the first heading your customers read, make sure that it is concise and compelling in a single line, telling your customers what you do.
A well constructed tagline should contain:
- Geographical Location (if applicable)
- The product/service you want to sell to your customers
- Why your customers should do business with you
5 times more likely
to read the headlines
than the copy.
Keep your tagline to
as less is more,
in this case
Start by writing down:
- Your features.
- Whether each feature is unique to you.
- The unique features, are what sets you apart from your competitors.
- What problem each feature solves.
- What’s the major benefit of each feature is.
- How would your target visitors prioritize one feature over another.
Would your tagline work for your competitors?
This means that your tagline might be too generic. You need to be specific, separating you from others is key here.
Ask yourself if any company will ever claim the opposite?
Meaning that if you wrote:
“Company X is Fast, Reliable and Secure” then consider if your competitors will ever say that they are; “Slow, Unreliable and Unsafe”.
This silly test is there to guide us in writing copy worth reading. Your customers will read very little as is, we will try and help you to ensure the copy they do read are the best we can make it.
A well constructed tagline could be that of Dropbox:
“Securely share, sync, and collaborate.”
This tagline is simple, concise and to the point. Viewers know exactly what Dropbox does; providing secure file sharing, file syncing and collaboration with others. This is their their Unique Selling Point.
- Relatively easy to attract.
- Likely to give your product a chance (even if an incentive or trial is required)
- Highly likely to find value in your product, making them happy customers.
- Some what likely to spread the word among others like themselves.
Write for your
top 20% of customers only.
2. WHAT YOUR CUSTOMERS NEED TO DO,
Your Call to Action
Call to Actions do what they say they do, call your customers to an action. But before your customer can be called to an action, they will have to feel that there is a need on their behalf to want to take action. It is for this reason that many copywriters will create a problem and then supply the solution through the action they want their customers to take.
As with any problem solving, your customer will have some questions. It is important that you answer the most relevant questions to your top 20% of customers, as writing for 100% of your customers will result in a measly 2% conversion. After providing solutions to the problems you need to call your customers to action. This is where a well constructed Call to Action can be invaluable.
1. For an E-Commerce website.
- Start your CTA with words like “buy,” “shop,” or “order”
2. Promoting a newsletter.
- Start your CTA with words like “download” or “subscribe”
3. Request more information?
- Try “fill out a form for…” or “find out how…”
Remember to use action orientated language
- Sign-Up right now, and get …
- Join our mailing list today!
A concise Call to Action
will tell your clients directly
what they need to do,
Your tagline and call to action will ensure that your customers know what you do and what you want them to do.
Now for the final convincing pin, the social proof that proves you are who you are.
3. Social Proof
Testimonials, reviews and social proof are the driving force behind 20-50% of conversions
You want to treat your testimonials like case studies, not promotional flyers. It is for this reason that a well constructed testimonial will be longer than a “Good Job”. Instead they will be personal by discussing the story around your business and their interaction.
- Name & Surname
- Specific Details
- Picture (if possible)
- Overcoming stumbling blocks adds authenticity, adding 1-2 such testimonials, especially if they are written in a honest and friendly manner.
It has been shown that
people feel your business
is more authentic when
they see a mix of reviews.
Including bad reviews (not that we have much of an option with social media) can be a double edge blade. Too many bad reviews will definitely discourage customers, it seem the magic number is no more than three bad reviews in general.
We humans seem to
believe the notion
that if something seems
too good to be true,
that it most probably is.
Client real likes this one come standard with our Web-Rocket service.
With a few key elements such as you Call to Action, your Unique selling point and your social proof will help you create a homepage that actually converts into real paying customers.