As the first page visitors see upon reviewing your services and/or products, your homepage is undoubtedly the most important page on your website. As a result, it needs to represent your brand, and most importantly, be efficiently optimised so that your customers remember it and want to come back.
Whether you’re about to launch your website or are searching for ways to increase your optimisation, here are seven simple ways to get the most out of your homepage.
1. Be Specific
Sometimes it can feel like you’re fighting against Google to get your site onto the first page of search results. However, both your goals and Google’s are aligned – to prioritise leading content, display the best content for your audience, and ensure your customers have a positive experience.
Google considers hundreds of ranking signals to determine which content ranks highly and what is relegated to the latter pages. Over time, you can increase your chances of ranking highly by ticking these off.
Essentially, Google looks for elements such as:
- Anchor links
By ensuring that these elements are specific to your audience and your brand, Google’s crawlers, the technology that categorises and ranks websites, will identify them, and shunt your website up the ranks.
2. Test Your Audience
Conducting A/B testing to review how well your homepage is performing allows you to see how minor changes, such as your font size or the colour of your call-to-action (CTA) buttons, can enhance your engagement and conversion rates.
Unbeknown to many, even small changes can effectively optimise your homepage. One study found that changing the colour of a CTA button from green to red increased conversion rates by 21%. With this in mind, consider making a few minor changes to determine how you can improve your homepage.
3. Do Your Research
Keyword research is essential when it comes to optimising your homepage. If your organisation operates within a sizeable industry, such as fitness, it will be challenging to rank for short-tail keywords such as ‘weight loss’ or ‘strength training’.
Instead, use a keyword research tool like SEMrush to select some medium or long-tail keywords to employ on your homepage. These longer keywords are easier to rank for and are generally more specific. By taking advantage of them, your customers will be able to find your website easily.
Do some research into your competitors’ pages, too. What are they doing that you might like to incorporate into your homepage? Is there anything that their customers particularly like?
4. Speed Up Your Pages
You may think that your page speed is dependent on the internet speed of whoever is browsing, but this isn’t the case. It’s up to you to increase the speed of your homepage and encourage your customers to stay, rather than boring them with prolonged loading times.
Google has a page speed insight tool that allows you to see how fast your website loads across all devices and where you can improve. Having a fast, reliable website will help create trust amongst customers and show that your brand invests in itself and the customer experience.
5. Promote Your Unique Selling Point
Your unique selling point (USP) is what helps your business stand apart from the crowd. By ensuring that it is prominent on your homepage, everyone who clicks through will instantly understand what you can do for them and how.
You could create an eye-catching, bold tagline to brand your company across your website and social channels when promoting your USP. Nothing too long, though, as you want your customers to remember it throughout their decision-making journey.
6. Build Trust
When developing your brand, building trust is essential. Not only should your website be trustworthy in a technological sense, but you should also work to engender trust in a social sense. Your customers want to know why they should trust your product or service above all others, so give them some evidence!
Add in some testimonials, pull some reviews, or obtain an endorsement from a few clients – when your customers see that other people trust you, they’ll automatically want to trust you too.
7. Make a Guide
By signposting where your customer should go next by including links to your blog, products, or further information, you can ensure that your homepage is informative but not cluttered.
When considering your guide, make sure you include a concise menu option to show people where to go next. Upon doing so, it’s best to avoid general titles. Instead, be as specific as possible so that your audience knows where to go to find what they need.
Consider whether there is a specific product or event you want to signpost to your customers. For example, if you have a promotion or sale that you want to highlight, make sure to guide them there from your homepage by using a banner image or a CTA.
Your homepage shows each new customer what your brand has to offer. It’s vital to strike a balance between detailed and informative without being overwhelming. After all, you have the rest of your website to tell your customers about your products!