How to Design a Homepage That Engages Visitors
In order to create a successful homepage, you must understand the psychology of how people view a page. People who scroll to the bottom of your page are likely interested in learning more about your business or product, and they feel an emotional connection to your brand. To keep their interest, you need to reinforce their emotional connection with a call to action button or other mechanism of guiding them to the next step. The following are some tips to follow in creating a homepage that engages visitors and compel them to take action.
Creating a value proposition
While a broad concept can be effective, keep your value proposition concise. Having too many details can lose their potency and make it difficult to understand what you’re trying to say. Instead, consider a call-to-action style value proposition that is short and sweet, yet catches the visitor’s attention and inspires action. Here are some examples to get you started:
First, you should identify the pain points of your customers and create a value proposition that addresses those needs. This value proposition should appear on the homepage, as well as any other common entry point. Don’t bury it, though; this won’t drive sales. To do this, start with a value proposition canvas and identify the problems your ideal customers face. Then, use copy that uses the voice of your customer to solve that pain point.
When writing your value proposition, avoid using industry-specific terms. HR professionals may know recruitment-specific jargon, but a company seeking skilled staff may not. Any unproven terms or phrases should be relegated to a separate page or section. Avoid using blandvertising, which is a combination of marketing jargon and empty statements. The goal of a value proposition is to help your customers make better decisions.
Creating a positioning statement
A positioning statement is a critical step in the brand-building process, because it lets customers know what your company is all about. Make sure your positioning statement is prominently displayed on your homepage so that it is immediately clear to your visitors what you do and how you can help them. Tease your visitors by providing short descriptions of what you do and what you stand for, and be sure to include a CTA button.
After selecting a positioning statement, you’ll need to categorize your company’s most significant offerings, applications, and industries. Avoid listing all of these items in your positioning statement; instead, list a few that are vital for your brand. Your homepage should feature these critical items prominently, so your visitors can easily find them. This way, they’ll see what makes your business stand out from competitors.
Identify your target market. You can do this by surveying customers or soliciting feedback from your sales team. If your company is not addressing these pain points, your sales cycle will be longer and revenue will be inconsistent. Next, look for your competitors’ positioning statements. You’ll find them on their websites, in press releases, and in email campaigns. When you’re finished, you’ll know what makes your competitors stand out from the crowd.
Creating a visual hierarchy
There are many elements on a homepage, but there should be a clear visual hierarchy to guide you. This will help you determine where the main focus of your site should be and will help your visitors quickly identify the information they need. The visual hierarchy can be helpful in creating a visually appealing website, but it should be flexible enough to accommodate your own preferences and taste. To start, follow these guidelines:
A visual hierarchy describes the order of page elements according to their importance, from most important to least important. It helps direct a visitor’s attention to the objects they’re looking for, such as the call-to-action. It will also improve the overall user experience, which will ultimately increase conversions. Gestalt principles explain how people view design elements. You should create a visual hierarchy that helps them make sense of what you have to offer.
Size matters. Big elements catch the user’s attention, so use size to draw their attention. If they’re large, they will draw the eye, and the user will be guided by the size of the H to the secondary sentence. Use size as a design principle to emphasize your message or content. Remember to keep the text’s size between 18 and 29 pixels, and the visual itself should be no more than 14 pixels. Maintain proportion to make your site easier to read and navigate.
Adding media to a homepage is not difficult to do once you’ve created the page template. You can use the WordPress editor to add, edit, and remove media files. This screen looks much like the WordPress admin menu, and contains action buttons for selecting media. From this screen, you can choose the type of media and filter it by date, or search by file name. Once you’ve selected the type of media you want to display, you can continue to add it to your page or post.
Adding social proof
Adding social share count to your website is a great way to show readers how popular your content is. Social share count is an essential part of building trust in your brand, and it is also helpful when your website does not have a high number of social shares. Adding social share count to your website can be done through social sharing buttons or plugins. Another great social sharing button is the LinkedIn share button, which lets readers specify a thumbnail, add a description, and comment on your content.
Another way to add social proof to your website is to display well-known companies and brands on your homepage. This isn’t bragging, but it does provide credibility. People tend to trust recognizable brands and products, so they’re more likely to purchase from you. A popular marketing technique is to show a counter, and it’s best if the counter goes up. It’s important that your visitors know the name of the brand.
Another way to add social proof to your homepage is to showcase customer travel photos in an Instagram gallery. This strategy can work surprisingly well without the use of a third-party tool. A simple Instagram account can display customer travel photos, and a little copywriting finesse can add tons of value to your homepage. You can even display a count of how many people have purchased the product. This strategy is simple and can improve your marketing in a matter of minutes.