Goshen News, Goshen, IN

Business

April 20, 2014

Mistakes businesses make with their home page

What makes a great website home page? Ask five people and you likely will get five different answers.

As I talk with businesses wanting to improve their online performance of growing leads and converting sales, I often find that what they think should be on the home page and what actually should be are two very different things.

The goal of the home page really is quite simple. It’s to get them to the next page in your website. If someone comes to your home page and leaves, you’ve really failed. Getting them to a second page means you’ve gotten them interested and they are ready to dig in further. Without this, it means they’ve glanced and moved on, and it’s much harder to get them to come back a second time.

The web is cluttered with information and people are busy. Therefore you have little time and you need to make the most of it. You have that one chance to make a great first impression. The issue is that far to many website home pages are failing and here are the five most common mistakes businesses make:

Mistake Number One: Too much copy. Words, words, and more words cause home pages to fail. As I noted, people are busy and they are skimming. Lines of text that you think are glamorous and explain all that you do simply blur together into a mass of letters to the skimming eye. Businesses must really boil it down on the home page and keep it simple.

Mistake Number Two: Headlines and copy about your stuff. Jay Baer, a noted author and digital media consultant outlines in his book, “Youtility,” that people are on the Web for generally only two reasons. Either to solve a problem or to be entertained. They use social media for entertainment so they are coming to your website to see if you can solve their problem. The solution, therefore, is to answer how you solve the problem they have. It’s not about you, your products or services, but about them. A great home page outlines the problems your company solves.

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