How to write a persuasive home page that gets results

by Heather Lloyd-Martin

One of the most common questions I hear from my clients is, "What information should I put on my home page?"

Sounds like an easy question, doesn't it? But, with the myriad of site layouts out there, it's no wonder companies get confused. Some sites have no home page content at all. Some sites have a ton of text to scroll through. The key is to find the happy medium. Where your content is "just right."

Here's a description of the most common extremes:

Splasharama

The home page is a "splash" page - all graphics with no real text. Or, the text says something cryptic like, "Enter here to see the best in voice automated solutions," - and you have no idea what it means.

In the words of Jakob Nielsen, usability guru, in his book Designing Web Usability, "Splash screens must die." Sure, a splash screen with the latest Flash animation looks cool, but it forces your reader to click another page before they can get to the "meat" of your site. Not to mention, if a prospect isn't familiar with your product or service, there's no text that explains what you do and how you can benefit them. For a prospect whose finger is twitching over the "Back" button, no benefit-oriented text equals no sale.

Information overload

These folks don't want you to click for information. In fact, they've included everything - product listings, an "about us" section, ordering information and their "contact us" section all on their home page.

The result? Although the information is "right there" on one page, readers have to scroll and scroll and SCROLL for the information they need. Unless they are really motivated to learn more about the company, the extra scrolling will drive them slowly insane and they'll surf away.

So, with that in mind, how can you structure your home page so you still tell the reader what they want to know, without overwhelming them with tons of information?

  • Include some text on your home page describing what you do and the benefits of working with you. Don't worry about putting every bit of information on your home page. The key is to write a couple benefit-rich paragraphs and then link your prospect to more information. Consider sentences like:
     
    "We specialize in innovative online and offline marketing plans that will increase your profits and extend your brand. Learn more about how we can help you now!"

    The "help you now" statement is a hyperlink leading the reader to more information about your services. On that inner page, you can describe your offerings more in-depth - and you've succeeded with getting your client to drill deeper into your site.

  • Consider short teaser blurbs with call to action links for more information. This is a great option if you offer a lot of unique services or products and you want to highlight them on your home page.

    For instance, if you're a high-tech dentist with specialties in cosmetic dentistry and general dentistry, you could have benefit-rich blurbs like:

    • Cosmetic dentistry - Want a whiter, brighter grin? Our cosmetic dental artistry will leave you smiling!
    • Laser dentistry - Tired of drills? We're two of only four California dentists using the latest high-tech laser dentistry equipment. Finally, no-fear dentistry!
    • General dentistry - Need a little gentle hand-holding at your dentist's office? We're here to make your dental experience the best it can be. Make your appointment today!

    This way, your prospects immediately know what you offer - and they can instantly click on your links for more information.

  • Keep your Web copy short and sweet. According to Nielsen, you should write 50 percent less text than you would have used to cover the same material in a print publication. If you make your prospects wade through too much text (like a 1,500-word text block,) they'll overwhelm and surf away. Using quick-scan bullet points (like in example #2) is one way to make your copy easy to read and digest. Another way you can divide your copy is by using subheadlines before a short text blurb. This way, you've made it easier for your prospects to read your copy - but you've still told them enough to tempt them to drill deeper into your site.

    When you're writing your home page, focus on two to four of your most important keywords/ phrases. For instance, if your client wants to rank high for the phrases "dog breeder" and "dog breeds," include these phrases as much as possible. (Hint: Emphasize your main keywords in the first paragraph. This is the first thing the search engines "see," so keyword-dense text helps influence the rankings.)

How can we help you with your search engine marketing copywriting? Contact us today for your customized quotation.

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