We all know we need a website. But how do you build a website that actually works? Great Question! Let’s work through the answer.
Your potential client is moving through 3 stages of a relationship with you.
Curiosity. Enlightenment. Commitment.
We explain these 3 stages in this blog here.
Understanding where your website lands in these stages though is so important.
Why?
Because it determines the purpose of your website.
Your website truly becomes relevant in the Enlightenment Stage and continues to be relevant through the Commitment Stage.
In this blog, we’re going to talk specifically about your homepage.
We see it so often, the missed opportunities with a homepage.
But it doesn’t have to be this way!
We’re going to guide you through the necessary sections of a successful homepage.
We even have a free cloneable in Webflow here.
Clone the website and follow along with this blog to understand the purpose of each section!
Then you can use it to build your website.
Using Relationship Marketing: Moving to the Enlightenment Stage
Before we discuss the structure, we need to think about where your potential client is in their journey with you.
This is important when they visit your website.
So maybe they’ve:
- seen a social post from you
- seen an Ad
- been referred to you
- been given your business card
- searched Google and you came up
As you can see there are so many ways your potential client can make their way to your website.
But whatever it is, they experienced something that made them curious enough to want to learn more about you.
So where do they go?
Your website!
Many websites use catchy language that doesn't say much, then offer their services with a "learn more" button.
For those that do this, they are losing such valuable time with a potential client!
As I mentioned earlier, your potential client is in the Curiosity Stage and is moving into the Enlightenment Stage.
When they move into this stage, they have 3 main questions in their mind that they need to answer in less than 3 seconds.
The 3 questions are
- What exactly do you offer?
- How does it make my life better?
- How do I get it?
Answering these 3 questions leads to either progressing through Enlightenment and Commitment stages or choosing to leave.
Here is the thing: if they leave, we want to make sure they’re leaving because what you offer isn’t what they’re looking for.
The last thing we want them to do is to leave because they were confused and didn’t know exactly what you do, how it makes their life better, and how they get it.
One last thing.
79% of users scan a new web page.
Being strategic with your homepage sections and including exactly what is important is crucial!
Sections Of A Website Homepage
01 // Your Header
Your header includes everything above the fold.
This means everything that loads initially on your user’s computer (without them having to do any scrolling).
Here is exactly what you should put in your header:
- Navbar including your logo, your direct call to action, a dropdown menu with other important links
- A clear and concise statement explaining exactly what you offer
- A subheader providing more detail (if necessary)
- 3 small points that describe the success they will feel once they experience your service
02 // The Problem Defined
In this section, you will define the exact problem you solve for your client.
Explain how you understand what they are going through and how you are going to help them solve this problem.
You can also use stats in this section to help support the problem you are discussing.
03 // The Feature Section
In this section, you will explain 3-5 features of your service.
What are tangible benefits or deliverables they will receive?
If you offer multiple services this section can have more umbrella features.
04 // Testimonials
In this section, you will list 3-5 testimonials.
Sprinkle these throughout the site, but dedicate a section to them on your homepage.
Make sure these testimonials address the problem you solve and describe how your client felt after the problem was resolved.
05 // The Plan
In this section, you'll write a 3-4 step plan on what it looks like to do business with you.
What does your client need to do for them to become a client?
Here is why we have this section.
In your potential client’s mind taking a chance on you is a risk. But you’re here to enlighten them about you and your service(s) and make that sense of risk subside.
Donald Miller from Business Made Simple has the best example for this:
Think about the problem your client is facing as a rushing river.
You're on the other side of this rushing river telling them you have the answer.
They’re nervous. They’re unsure.
I mean look at this rushing river!
Now imagine, you as the guide pointing out 3 rocks in this raging river.
You show your potential client just step on that rock, that rock, then that rock, then you’ll have made it across.
How much easier is it for your potential client to now cross that river?
This is the point of the plan section.
We want to ease the sense of risk and point out the steps they need to take to do business with you.
Now you may have 128 steps between the introduction and then actually finishing the project.
We’re not here to overwhelm your potential client. So dwindle it down to 3-4 steps.
06 // Your Explanatory Paragraph
Okay, this section is where you can explain everything (to an extent).
Some people will come to your website that does read everything.
People that feel reading ALL the details is doing their due diligence on you and your services.
SO we want to have a section just for them!
This is also where we can get some keywords for SEO purposes.
Here's an outline you can follow to write this section:
- An opening sentence with the transformation your potential client is going to see working with you
- What do they want and the problem that is getting in the way of what they want
- Discuss how you understand the problem and how you started your company to solve this problem (show empathy).
- Discuss how you have the authority to solve this problem because of degrees, certifications, years of experience, partners, etc.
- Reiterate the plan they should follow to do business with you (the same plan you have listed in your plan section).
- Explain to them that they need to start the plan by following your Direct Call To Action. This refers to the action specified on your Call to Action buttons.
- Describe what happens if they don't use your service and then explain the benefits of using your service successfully.
07 // Final Remarks
You may want to add a brief summary at the end of your content.
This summary can encourage readers to take action.
You can also include a button that prompts readers to act on the information you have shared.
08 // Your Lead Magnet
The last section is your lead magnet.
This section includes:
- the lead magnet title
- 1-2 sentence description of it
- the form to download it
- an image of the lead magnet
The lead magnet on your homepage should be based on the main objection a potential client could have to your service.
If they are interested in working with you but are not ready yet to move into the Commitment Stage, this allows them to learn more about your service/work without having to fully commit.
The benefit to this is now you have the email address of a potential client who is interested in your service.
From here you can begin a nurture email campaign that then turns into a sales campaign, slowly onboarding them into committing to you and your service.
This though is a lesson for another blog.
09 // Your Footer
The last section is your footer section.
This is where all your links live.
We don’t want to crowd your navbar with a bunch of links.
Use your footer as your go-to place for people that need more in-depth links.
Additional Sections:
Some additional sections you can include on your homepage, but aren’t necessary are the sections below:
- Featured in, clients, partners logo section
- A list of your services that link out to their specific service pages
- “Certified In” logo section
Building a strategic homepage takes work!
But when it's built with the necessary sections in mind, your conversions will go up!
Why?
Because you are meeting your potential clients where they are at in their relationship with you.
Does reading this blog make you want to level up your business? Let's huddle up and work together to get your business into victory formation!
Reference Links:
https://www.nngroup.com/articles/how-users-read-on-the-web/
Marketing Made Simple Book - https://www.amazon.com/Marketing-Made-Simple-Step-Step/dp/1400203791
Building a Storybrand - https://www.amazon.com/Building-StoryBrand-Clarify-Message-Customers/dp/0718033329/ref=pd_lpo_2?pd_rd_i=0718033329&psc=1
