The 3 Most Important Elements of Your Homepage

1 – Benefit Statement

The first thing that people need to see when they land on your homepage is an answer to this question: WHAT'S IN IT FOR ME? AKA the WIIFM.

Not your mission statement. Not your vision statement. Not a success story. Not a picture of your building or your founder or your product.

The benefit should be written as a "you" statement and clarify exactly how the reader will benefit from hiring you, buying your product or using your services.

2 – Clear Explanation of What You Do

Don't assume that your online audience can tell exactly what you do by the name of your company. It may not be as obvious as you think. We often suffer from the "curse of knowledge" and unknowingly leave out information that would be vital for the audience to know.

If your business name is ABC Plumbing Company, it's simple enough for me to know that you "plumb." What I don't know is whether or not you do residential or commercial. Do you service my geographic area? Do you have a 24-hour service?

So answer those questions:

ABC Plumbing Company provides 24-hour residential plumbing services in the greater Springfield area.

If your company name is less self-explanatory (like B & E Consulting) it is even more important that you unpack your business services clearly and concisely. In the words of Donald Miller, "If you confuse, you lose."

Make it clear. Don't be confusing.

3 – Call to Action

So, now that I know what you do and how your services can help me, I need to know how to contact you or what my first action step needs to be.

Make it obvious. Make it clear. Make it easy.

Call now. Schedule an appointment. Buy. Subscribe. Enroll. Plan a visit.

Never assume that your audience will know what their next step needs to be and don't make them search your site. It should be easy and obvious.