Take a moment and think about what you consider to be important when you’re visiting a business website. Are you more concerned about your needs, your questions, and what you want -- or are you more interested in learning about the company?
Of course, we care more about ourselves -- our priorities and our challenges.
But most businesses still talk about how great they are and why they are unique in their headlines and copy on their websites. Yes, these types of statements hold some value, but they should never be the primary focus of your brand messaging.
Because, when your buyers land on your website, they are only trying to answer one question:
“Can your company solve my problem or not?”
How to Answer That Question in Your Messaging
- First, count how many sentences and headlines on your website include the word “you” versus “we” or “our,” as in “our company.” The ideal ratio is 5-to-1, meaning you refer to your buyers five times more than yourselves.
- If you’re not meeting that ratio, you should rework your headlines and copy to lead with your buyers’ primary problems, needs, questions, or worries -- in their words.
This simple exercise and reworking of your website copy will make it so that your buyers are able to immediately identify that you understand their problems -- exactly how they express them -- and, because you have that understanding, you can genuinely help them.
Learn more about how we can help you with your brand messaging strategy.
Homepage Design & Layout
The goal of every single business website’s homepage -- no matter what your industry is -- is to get your visitor to page two. When we say page two, we simply mean that a visitor has taken an action -- an initial step beyond your home page -- meaning they are digging deeper to find what they are looking for.
Page No. 2 matters, because you won’t learn much about a website visitor if they spend 20 minutes on your homepage alone. They may have gotten bored and accidentally left the website browser tab open while they navigated elsewhere online.
But the more someone moves through your website -- looking at pricing pages, solutions overviews, self-assessments, blog articles on specific topics, and so on -- the more of a contextualized picture you will get about who your buyer is and what they are looking for from you.
How to Get Your Website Visitors to Page 2
First, understand that your website homepage should not exist to teach visitors everything they need to know in one place. Instead, your homepage should allow your website visitor to find exactly what they want as quickly as possible.
To do this, get your team together for a brainstorm in which you answer this question:
“What are the top actions, questions, or needs someone would have if they were to come to our website right now?”
From there, prioritize your list of answers in order of importance, and then consider whether or not your current homepage layout reflects what you’ve identified as the true wants and needs of your buyers.
What you determine at this stage will give you a clear roadmap of what changes you need to make. And by making those changes, you’ll put the priorities of your buyers first, your website’s “dwell time” will increase, and leads and sales will inevitably follow.
Learn how we can help you build a beautiful, data-driven website for your business that gets results.