4 Forgotten Aspects of a High-Conversion Homepage

A poorly built digital front door will send visitors bouncing right past you.

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By Nathan Resnick


Opinions expressed by Entrepreneur contributors are their own.

In an increasingly digital world, the importance of your business homepage simply can't be understated. After all, it is your digital storefront. And businesses seem to be paying more attention to the effort -- as of 2016, more searches for "conversion rate optimization" are taking place than ever before.

But why? Well, not only do 96 percent of site visitors arrive at your homepage with no intent of making a purchase, but if something doesn't grab their attention within eight seconds of arriving, they're likely to leave as equally cold as when they first arrived.

So, what can be done to improve the conversion power of your website? Instead of building out an eye-catching homepage worthy of a lead designer's admiration, opt for a more efficient alternative, placing a user's experience at the center of your site. Unfortunately, this is yet another one of those entrepreneurial tasks that's easier said than done. No worries, though-- instead of watching dozens of YouTube videos, devouring hundreds of blog posts and attending a conference or two, simply check out the information below.

Related: 17 Ways to Increase Your Website's Conversion Rate

You'll find four basic, yet commonly forgotten aspects of a high-conversion homepage. Complex, buzzword-driven jargon aside, by zeroing in on the following points, your brand will create an enticing homepage, built for one thing, and one thing alone -- making you money.

Your website focuses on a UVP.

UVP stands for "unique value proposition." Basically, a UVP is your company's single biggest selling point. Believe it or not, new ideas are hard to come by. If yours is a good one, odds are high that there's already 10,000 like-minded entrepreneurs working on it.

As such, the question is this -- what distances you from the rest of the pack? Accompanied by a large, high-quality hero image or video, use short, yet powerful copy on your homepage to drive home the exact reason -- and only one -- site visitors should give you their business.

Who does it well? SellMax.

Your website is driven by user benefits.

This isn't an earth-shattering principle of marketing or anything. At the same time, though, it's shocking how many websites consist of purely feature-driven content. Just in case you're new to digital marketing, the difference between features and benefits is simple:

  • Features: Surface statements about a product or service's literal capabilities

  • Benefits: The value brought about by a product or service's features

Related: 5 Business-Blogging Mistakes -- and How to Fix Them

Yes, your brand's services might be faster and stronger than those of your fiercest rivals, but seeing as how 90 percent of all buying decisions are emotional, benefits are what ultimately lead to real, meaningful conversion. Your homepage copy should reflect this.

Who does it well? Evernote.

Your website gathers email addresses.

You've heard people say something along the lines of, "The money is in the list," right? Online, that's very much the case. In fact, with more than 2.6 billion email users worldwide, currently, email marketing ROI hovers at around 4,300 percent -- no joke.

Needless to say, apart from your website, your email list is one of your most important business assets. Oddly enough, though, the two go hand-in-hand. Using tools like OptinMonster or BuzzSumo, capture visitors' email addresses by offering them something free and of value. It could be an ebook, template, checklist, a how-to guide or a video course.

Make it easy for a site visitor to hand over what you want -- their email address. Permanent, on-page opt-in boxes at the top, bottom or on the side of a homepage work wonders for email exchange. Also, slide-in scroll boxes make for a nice, unexpected touch.

Who does it well? SmartBlogger.

Your website displays social proof.

Have you ever noticed that, before making a purchase on Amazon, you always make a point of reading the reviews? Oddly enough, these are people you've never met in your life, but if enough of them say the same thing, you'll put your complete and total confidence in them.

Related: 25 Things to Begin Now so Your Business Thrives in 2017

This psychological phenomenon is known as "social proof." In short, the more people who do or say something, the more likely others are to fall in line. On your homepage, include short-form client testimonials to build trust with first-time visitors. They soon might send you one, too.

Who does it well? Basecamp.

It's hard enough to attract site traffic. Once you've finally got it, don't let it go to waste by greeting first-time visitors with a poorly-built homepage. Go the extra mile, placing a great deal of emphasis on each of the above forgotten points. Soon enough, you'll be glad you did.

Nathan Resnick

Entrepreneur Leadership Network Contributor

CEO of Sourcify

Nathan Resnick is a serial entrepreneur who currently serves as CEO of Sourcify, a platform that makes manufacturing easy. He has also brought dozens of products to life over the course of his career.

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