Give visitors a chance to open the homepage “door” of your website.
It’s likely you’ve come across some websites that use a homepage to tell their entire story. You might even have thought the businesses that use a homepage as a landing page were smart to save money. In some cases, such as news feed sites and some photo gallery promoting companies, it may be appropriate. The truth is, most one-page websites don’t thrive as much as those that use a homepage in a more effective way. A long-term winning strategy is to use your homepage as a door that leads the way to the great content on your website.
Pave the Way to a Clutter-Free Website
A single homepage showing many offers confuses visitors. What’s more, there’s a higher risk of displaying images with malfunctioning links. Aim for an uncluttered homepage and plan on having several landing pages with a single focus.
Set the Stage for Landing Page Tracking
Having one offer per page, not all on the homepage, makes it easier to track bounce rates. Use statistics to show exactly how long a visitor stays on a landing page. Otherwise, you’ll have to guess at which particular offer stirred more interest. After reviewing and understanding the statistics, optimize the pages that have show high abandonment.
Simplify A/B Testing
Congested, non-focused homepages miss the opportunity to conduct insightful A/B testing. A/B, also known as “split-testing” increases conversion rates. A/B testing is comparing the results of two pages that are the almost the same except for one element. For example, it’s common to test the effectiveness of a call-to-action (CTA) button or a landing page heading. It’s important to measure only one element per test. You’d send the original version to one group and the variation to another group at the same time.
Foster Relationship-Building for First Time Visitors
Forming business relationships is important to many companies and consumers. Organizations and individuals want to know if a new vendor is trustworthy.
If you’re a business-to-business (B2B) company, for instance, business-owners want to know you’ll deliver as promised before buying a large quantity of goods and services. They might think that a website with just a homepage, just based on its sheer thinness in content, isn’t as legitimate as one with several pages.
Business-to-consumer (B2C) companies know that many consumers are savvy buyers too. Individuals also use caution when selecting an online vendor. They know that a one-pager can disappear from search engines much faster than a website with multiple pages.
The deliberate intention of your homepage as an introduction to your website may help yield a personal value: trust. Earning it could greatly speed up the realization of your website’s goals.
Things You Should Do Now
It’s not too late to make changes to positively impact your website. First, have it reevaluated by a professional. If you’re getting a new website created, you’re in a great position to make your homepage work for you in the best way possible straight out of the gate. Define the goals of your website and then give some thought to the function of its main entranceway: your homepage. Let your visitors know there’s more just beyond the front door of your website.
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