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9 Keys To The Flow Of Your Home Page

Posted by: Jason Orban

 

Do you ever notice that once you have a realization, or an idea, you start to see that idea popping up all around you?

It’s like when you buy a new car, all of a sudden you see that same type of car everywhere on the road, we kind of get woken up to the world around us.

Well that just happened in a marketing / consulting kind of sense.

Today I was chatting with a new client about the redesign of her website, theirs is pretty dated so we’re working on a rebrand of their identity and logo as well as adding in a whole lot more marketing strategy into the mix.

We were discussing her home page and what makes a home page effective in today’s fast paced, gimme now, economy.

This is where I came to the realization that I needed to share with you.

When it comes to marketing your business online, we usually recommend that for any campaign you’re running that we create a specific landing page for that ad campaign so that when customers click on your ad, that they’re taken to a page that’s specific to that ad and to their needs.

Presumably they’ve clicked on the link, because there’s something in the ad that has caught their eye and promises a solution to a problem they’re facing. Now a problem can be anything from needing a vegan butter spread, to a marketing overhaul of their business to back pain, or weight loss.

Usually sending them to your home page (which is generic in focus) is not the best marketing move.

However…

If you have a look at the top sellers in online space, Amazon, EBay, Walmart and a few others. You’ll see that they’re training customers to head back to the home page to find products and services that appeal to their needs.

So even while 80% of people in a campaign may land on a specific page for their needs, 50% of those visitors will click through to your home page to find out  more about your company and how you can help them.

So when it comes to your home page, what makes it effective in converting new customers who start out on a landing page, but migrate to your home page?

Scrolling is now an acceptable thing.

As a web developer, I remember clearly a time where most clients were adamant about not wanting to scroll on the homepage of their website.

They wanted everything to be above the fold (the bottom of the screen when you land on a web page). While above the fold content is still important in drawing in customers, it no longer stops there.

I think social media has changed that behaviour.

Scrolling is not only acceptable on your homepage, consumers are expecting to find an overview you and your business by scrolling down the page.

They want to get a good sense that you can help them, before they venture into your website, digging for solutions.

This lead me to think of what elements do we normally add to a page, and our flow goes as follows.

Head Navigation

Feature Image (with link) & Intro Text

Headline + Intro Content

Featured Product Categories (images with text)

Product Image with Navigation

Blogs, Articles & Videos

Additional Content Block

Testimonials, or 3rd Party Press

Easy to Use Footer

 

This content flow, draws customers in with who you are, and what’s important to them right from the start. The key here is to understand why your customers are coming to your website so you can present them with options that you know they’ll be interested in.

For example if you’re a business consultant and you know that most of your customers come to you for help in a specific area, providing a quick link to that service on the homepage as well as the main menu makes it easier for your customers to get where they need to go.

Now there’s a bit of a debate on whether you should have your blog on your homepage, and I think it comes down to how active you are in your blog and if you’ve truly accepted blogging as a part of your marketing strategy.

(my advice is that you should if you value, customers, money, and google search engine rankings. AKA SEO)

And now, I will wrap this up!

In order to have an effective homepage, you need to know who your customers are and why they’re searching out you and your business.

 

Then you can lead them down the path to where they need to be.

 

Usually that path ends with them becoming your happy client.

 

Well if you’ve done it right.