6 Key Elements to Put on a Website Homepage

6 elements for a successful website

How do you create a home page or landing page that converts site visitors into buyers?

Your website can be the first impression potential customers see. The most successful website clearly explains how the business is beneficial from the customer’s perspective. 

When potential customers land on a well-designed website, they are more likely to contact you or complete a purchase. To achieve these results and convert browsers into buyers quickly and effectively, your site needs to incorporate effective content. To successfully attract and compel customers, you need to first define:

• Your niche customers
• Your target audience
• Your customer’s problems or pain points
• The problems or pain points you solve for them, and how
• Your most popular products and services
• The precise action you want your site visitor to take

Each of these elements will play a part in the 6 elements to include on a home page.

6 simple tips for a website’s homepage

What should you include on your homepage to ensure your site’s success? Here are 6 key things we recommend every site should include:

1. A clear slogan or tagline

Don’t try to be so clever or catchy with your tagline that you end up confusing your customers. Tell your audience what you do, and that’s it. If you can incorporate key benefits in a few words, all the better.

To brainstorm your slogan or tagline

Start with your Unique Value Proposition (UVP).
If you don’t have a compelling value proposition, create one. It’s a rewarding and worthwhile exercise.

2. Easy access to contact information and/or location

Don’t force potential clients to hunt and search for a way to reach out, contact you, or visit your location. They will quickly become frustrated, leave your site, and navigate to a competitor.

Place your company’s contact information in an obvious location.

• Place it above the fold using a secondary navigation bar, and include succinct contact information:

  • Phone number
  • Email address
  • Physical address with a link to an online interactive map
  • Social media icons and hyperlinks

3. A concise Call to Action

What do you want the site visitor to do when they visit your site? What action do you want them to take? A clear and concise call to action will make it easy for visitors to immediately take the next step in your sales cycle or effortlessly complete a transaction.

To fine-tune your Call to Action:

• First, ask yourself:

  • Who are your customers?
  • What are your customers’ problems or pain points?
  • What solution are they seeking?
  • How do you resolve their problems, and what products or services do you offer to do so?

• Second, identify what action you want visitors to take. For example:

  • Contact you
  • Make a purchase
  • Book an appointment, consult or demo
  • Subscribe to or sign or sign up for your services, classes, events, or memberships
  • Learn more about your products or services

4. Direct site visitors toward your desired goal

To guide visitors toward your desired website goal, your site’s top/hero area (the first area below the header/navigation and above the fold) should include:

• A heading and an optional subheading

  • Your heading and subheading should:
    • speak to the customer’s pain points
    • communicate how you solve their problem

• A primary call to action and optional secondary call to action button

  • Your primary and secondary calls to action should:
    • lead your site visitor to take action based on the objectives you have established
    • provide a method for them to take action and guide them toward what you want to achieve with your website
  • Examples of effective headings and calls to action:
    • Browse Services
    • Get a Quote
    • Book Appointment
    • Book a Consult
    • Get a Free Estimate

5. A simple presentation of your most popular products or services

Compel customers by leading with your most sought-after and fiscally beneficial products or services.

• Break your content down into minimal sections.

  • Site visitors will get overwhelmed with too much content and will leave your site. Maximum of six sections of content; preferably less.
    • Create brief subheadings of your products or services
    • Add descriptive information using a short paragraph or bullet points

6. A visual display of the success your client will experience

Show satisfied customers using native images or video. Note the emphasis on native – rather than stock images or footage – whenever possible.

• Include visual content such as high-resolution images, Youtube videos, testimonials, or case studies.

  • Not only does this display social proof of the quality of your products and services, but it reinforces how you alleviate client problems or pain points.

Wrapping Up

With these 6 simple tips for what to include on a website home page design, you should have the basics for creating an online presence that converts site visitors into buyers and customers.