What Not to Do on Your Home Page
June 6, 2019
Landing pages are a significant source of revenue for ecommerce businesses. Therefore, your home page needs to be something special, relevant to your business, and on point with your brand’s message. The creation of a home page has to be so much more than a logo and quick blurb about what you do or sell. It should be a full representation of what customers can expect from you, what your brand stands for, and how your product or service will impact the lives of consumers.
While there’s no foolproof guide to home pages, there are certainly some dos and don’ts to be learned from past company mistakes. Here you’ll learn about the pitfalls to avoid when creating a homepage, which will provide pointers for future success.
Forgetting to Get Personal: There’s nothing more disappointing than visiting a company’s website only to find generic factoids. For example, if you run an aesthetics company focusing on laser hair removal, your landing page should be more than just a few lines about the tool you use and the painless effects they provide. Show consumers why they should be interested in your brand over other companies with photos, information, links, and maybe even a video.
Remember that your landing page is a digital business card, making a first and lasting impression on newcomers. If the page isn’t impressive, potential customers might think your brand won’t be that impressive either. It would be awful to miss out on traffic, word of mouth references, and sales due to a boring home page. For ideas on how to spice things up, check out the websites of other brands in your industry. Without copying anything, find ways to improve your own page by taking ideas here and there and putting your own spin on them.
Foregoing a Call to Action: The CTA is an important part of any home page because it’s literally inviting consumers to get involved and try your brand. Of course, site visitors know that the purpose of your home page is to get them buying, but a CTA (especially one that takes them directly to the source) is helpful and engaging. You want customers to know they’re needed and wanted at your site. They’re an important part of your business and what makes it run so smoothly.
A CTA also provides important contact information, whether it’s a phone number, email address, further connections through social media, or a link directly to an online store. Whatever your method, a proper call to action makes a big difference.
Basic Invitations to Correspond: The standard, “sign up for a newsletter here” tag has gone way out of style. Companies are coming up with new and exciting ways to get consumers interested in receiving future correspondence. The issue is that many consumers already receive hundreds of unwanted e-mails from other companies they buy from. So, why do they need yours as well when they could just visit your site at their own convenience? Because, without e-mails reminding them of your existence, they could head on over to a competitor or forget about your brand entirely.
Spice up your invitation to e-mail by offering a promotion when they sign up. Something like, “every new subscriber receives a $5 off coupon code”, or “Exclusive weekly discounts for e-mail subscribers, get yours here!” If the customer believes there’s a good reason, other than just monotonous emails blocking up their inbox, they’re far more likely to commit to a weekly letter.
Too Much Going On: A busy home page can be just as off putting as a plain one. So, while you want to include enough information to get new customers interested, you also want to avoid going overboard. Too many colors, crazy font, and overwhelming images make landing pages seem busy, tacky, and hard to follow. It could display your business as being unprofessional or without self-awareness.
Most web designing specialists suggest using 3 or less colors on a landing page to stand out and capture attention without blinding your audience. Make sure the colors complement each other and work well with your font and any imagery you choose to display. Again, remember that the home page is a virtual business card. If you wouldn’t decorate your business card in rainbows, you probably don’t want your website to reflect this aesthetic either.
Not Including Social Media Links: Many businesses believe that it’s social media which should be influencing traffic toward a webpage, but it’s also the other way around. Social media encourages your current customers to share your brand with friends and family. The more shares, likes, and comments your social media pages receive, the more visible you become. This in turn produces more traffic to your site, which entices newcomers to click your social media links, and the cycle repeats itself.
A website footer is an excellent place for social media links to live. Why? Because they’re not right there in your face, but they’re not so far removed as to get missed. A footer shows that your contact information (in all forms) is available to consumers, but that you’re not trying to force them to follow you online. It’s up to the customer to click the link and see what your Facebook, Instagram and Twitter feeds are all about.
However you choose to use your home page, be sure to include information and imagery that makes consumers want to be part of your brand.