It takes 2.6 seconds to make a first impression online, and 88% of people won’t revisit a website if it wasn't a great first experience (SWEOR).
A question I get frequently is, “Is having a website still even relevant?” The answer is absolutely! Your website can build trust and credibility and display your work -- and the great news is you OWN it. We don’t have control over Instagram and Facebook’s algorithms, but we do have control over how we help customers and viewers navigate through our content and mission.
Think about leaving a cookie trail. We want to consider how we can add info, mission, details and expertise. You want to engage and position yourself to keep the attention of your first time viewers. As I mentioned before in my ROI of Good Design blog post: Knowing how to create hierarchy in design can keep engagement (Millennials have 12 seconds, Gen Z has 8 secs).
Think of a website as a heat map. The focus will be need-to-know info at the top (the hot info) and then their engagement will slow down (cool area). You want to organize your information in a straightforward way so they know exactly who you are and they’re “hooked” to keep exploring the other pages of your website.
6 Ways to Polish Your Homepage:
Ensure your logo is prominent and in the header of your website (easy to read, high resolution - help them remember your name).
Have a Hero Image that shares what you do. If you are a florist, I want to see your best floral work. If you are an officiant I want to see you at work with a couple. If you are an interior designer, share an image that shows what you are capable of.
Share your “what you do” and “areas you serve” prominently so your potential customers know you can serve them and their needs.
Share a photo of you or your team and share a short blurb about your unique mission with a link to the about page (2nd most visited page on a website).
Share testimonials! Your brand is what other people say it is. Sprinkling in a great testimonial can help people see others love and appreciate what you did for them.
Share your accolades and press. If you have been published, awarded or worked with a brand that is recognizable by your ideal audience, share the logo and your proud accomplishments. This allows clients to feel “If XYZ trusts them, then I absolutely can”.
But remember, once your homepage looks great, think about how you can engage, inspire, share, and educate on your other pages. Think of a book -- the cover can be awesome, but the story can be terrible. You want to have a successful website from homepage to inquiry.
P.S. I recommend planning a self audit of your website - you may not know what buttons are not functioning or if you have outdated information. Use my free PDF Self Audit Guide as a checklist resource to make sure you look your best.