How to Finally Start Seeing Leads From Your Website
Is your website producing leads in your business?
I don't mean that one person who filled out a form on your contact page a few weeks ago. I mean, is your website delivering consistent leads on a daily basis that are actually moving the needle forward in your business?
You may not know this, but your homepage is going to get more traffic than any other page on your website. You have to make sure that your homepage has all of these items in place in order to secure people's interests, captivate their attention, and persuade them to take action. So without further ado, let's dive into the five things that you have to have on your homepage to start seeing results.
#1 Tell People What You Do
I know this sounds like a no-brainer but you would not believe how many websites I've gone to where I have to dig and dig and dig to find out what the person even does or what they have to offer me. Make sure when somebody lands on your site you tell them clearly what you do and make sure that they know they're in the right place. You can then add a sub-headline to specify who you work with that outlines your niche market.
Quick Tip: Ditch the Welcome! You’re giving up space on your website for a big welcome message when obviously they typed your site into their browser or clicked a link on social media. Use that precious real estate on your website homepage to captivate their attention and tell them what you do and make them want to stick around and keep scrolling.
#2 Tell Them What They Should Do
Clear calls to action are so incredibly important on your website and not just on the homepage. Have calls to action on every single page of your website! But the biggest mistake that I see when it comes to providing calls to action on the homepage is either using indirect language or making the calls to action blend in with everything else on the website. Make sure that you're being very clear in your language. Sometimes we try to get really cute and clever that we forget people just want direct language. Tell them what you want them to do! Trust me, I’ve studied marketing for nearly a decade and I have found that people appreciate direct language and are more likely to click on a button if they are confident knowing where it's going to take them.
Quick Tip: Have your call to actions really stand out by using one high contrast color only for those buttons.
#3 It’s Not About You
So this one is tough because you want to sell your product or service by telling everyone how amazing it is, right? And sometimes the best way to do that is to talk about all of the bells and whistles of whatever it is that you are providing. In reality, people want to see how your product or service is going to enhance their life. They don't care about all the bells and whistles if you don't practically show them how it's going to meet their needs and solve a problem for them. So stop talking about how amazing you are, how your product is, and start talking about how your product has affected people's lives who have purchased from you.
Quick Tip: Use headlines that say “You” or “Your”. For example, on my website, I say branding and website design to level up your business. I want to immediately connect with their emotion to those fellow entrepreneurs who know that they need to take their business to the next level by speaking directly to that pain point and providing a solution.
#4 Try a Longform Homepage
Don't rely on somebody going to the navigation menu and sifting through all those different tabs when you can provide it to them through clear headlines and beautiful imagery all down your homepage. A lot of people have a homepage with one welcome banner, maybe one other section that has an email newsletter sign up, then it goes right into their footer. Since your homepage gets the most traffic, we have to make the most of it. The best way to do that is to create a longform home page where you provide different blocks of content that lead to other pages on your website.
Quick Tip: After your welcome header, use blocks to feature your products or services, add testimonials from past clients, recent blog posts, your email sign-up, and showcase different brands you’ve worked with.
#5 Add Testimonials
Testimonials are your number one selling tool and the best way to come across as authentic. I encourage you to feature testimonials all over your website, not just in that one sliding rotator on your home page. Show that somebody else has gone before them and had an awesome experience and let it come from somebody else's mouth, not yours. That is the most powerful selling tool you can possibly have on your website. The best way to feature testimonials is to actually take the most powerful part of the testimonial, pull it out into a headline, and then showcase the rest of the testimonial underneath it with a link to read more.
Quick Tip: When you take that one sentence out of the testimonial, make it bold, make it pop out. Nowadays, we don't have readers, we have skimmers. People are going to look for headlines that capture their attention.
For more on this topic, tune into the BrandWell Podcast!
