1. Know your users, and understand it’s not about what you have to say but what they are looking to do
Do you have a clear idea of exactly who your target market is? If not then you should create a customer avatar, the more detailed the better. Secondly list the reasons why they may be visiting your site.
2. Make it easy for your user to find information or implement the functionality needed for your users to complete any tasks needed
So once you have put yourself into your users shoes and determined why they have come to your site, give them exactly what they are looking for. An example of this would be if you’re a fitness facility, a user maybe looking to book a class with you- make that an easy experience for them! If you’re a consultant they may be looking to see if you’re services meet their needs- ensure you have clearly and simply described what you do and who you serve, make it easy for them to book a consult.
Here’s an example of YYoga, someone is likely coming to their site to, book a class, find out about prices, see if there’s a location near them, or even join. In the top fold of their page they make it easy to find and complete these tasks.
3. Clearly state what your company does and who you serve
This should be 1-2 short sentences that describe exactly what you offer and ideally who you offer it to, this statement should be placed in the top fold of your page ideally.
Below is an example of Glossier, they clearly tell you what they offer in a few short sentences.
4. Have a clear call to action
A call to action would be a distinct message that asks a user to complete a task. An example of this could be “Book Your Consult,” “Get Your Free Quote,” “Sign up for a class.” Your call to action will be specific to your company, however it should also be located in the top fold of your homepage.
Sugar Bear Hair Gummies can’t make it any clearer with their CTA. “Buy Now, Click here”
5. Provide Authority
Before anyone wants to do business with you they need to trust you first. Trust that you have the ability to complete the task at hand, trust that you are an expert in your industry, trust that it will be done in a timely manner, trust that you won’t rip them off or deceive them. You do this on your website by providing authority. Examples of authority include displaying awards, media appearances accolades and testimonials.
The Dollar Shave Club displays logos of reputable publications they’ve been featured in to prove they are the real deal.
6. Include sales points that benefit the user
Your home page should contain several bullet point features and how they benefit your user. Remember it’s about what you can do for them, not what they can do for you!
Below Weight Watchers addresses 3 key points that appeal to their target market.
7. Remove the risk by offering an introductory offer or guarantee
For service based businesses you may want to include an introductory offer for brand new customers. Generally speaking low dollar intro offers tend to convert best. Another way to eliminate risk is by offering money back guarantees, or something along those lines. By removing the risk you’re making it harder for a prospect to say no.
Spotify is a great example of this concept with their 30 day free trial.
8. Clearly organize your services
When you create the services or product section of your website keep in mind that people don’t actually read on the internet, they generally only scan through copy. Keep the most important information about your services at the top and use lots of white space. If you have more than a couple services it’s best to break them up onto their own page, and create a drop down section in the services main menu navigation.
You’ll notice with the example of Spa Utopia they break down their services really well, so it’s easy to navigate to exactly what you’re looking for.
9. Create web friendly copy
I know I already stated this but it’s really important so I’m going to mention it again. Unless you are an online publication or a blog site no one is going to read through long paragraphs on your website. A website visitor is coming to find a piece of information or complete a task, they are scanning through your website to find what they are looking for. Keep your descriptions short and to the point, utilize negative space.
I used Starbucks as an example because their opening blurb does an excellent job of romanticizing their new drink, it evokes emotions and adds scarcity (“available only for a limited time.”)
10. Demonstrate the “After State”
Images on your website will ideally show your visitor what success with your product/service looks like (notice how weight loss companies typically only use thin women in their marketing imagery?) Also remember happy faces and smiles sell!
With the example of LuluLemon we see a beautiful, happy, fit, smiling couple decked out in LuluLemon. Who doesn’t want to be happy, fit and in love!