How to Build Your Website: Homepage

Your website should do for you 24/7 what you would if you had time for a business lunch with every client you ever wanted to do business with.

During lunch you would listen to their fears and desires, answer questions, and offer a plan to help solve their problems.

But online you have less that 3 seconds to convince someone to stay on your website.

So, where do you begin?

Let’s Start at the Very Beginning

Your site is about letting your audience know they are seen and you get them. Let them know they are in the right place right up front in your banner section.

You’ll also hear this section referred to as “above the fold” - a phrase carried over from print media that refers to the content literally above where you fold the newspaper in half - and it is prime real estate.

Above the fold on a website refers to what the visitor sees before having to scroll down. That’s the part that singularly answers for your visitor “What is this site / this person / this business about?”  Then you give them a call to action. That’s it.

One sentence to rule them all.  

I Love You, Man!

Throughout the homepage, you’ll also want to pepper in relevant testimonials, that way you begin planting the seeds of trust. And there is nothing we, as humans, like doing more than doing what other people are doing. (It’s Psych 101)

So, if your visitors read quotes, watch videos, see your awards, or are impressed by your gold stars from other people whose problems you solved, they begin to feel like they can trust you, too.

Example Homepage Outline

Just like middle school English class, you’re going to start with an outline that focuses on your client as the hero.

This outline is a broad outline for structure. No matter your business or service, you’ll find success working roughly within this framework.

We won’t be going into design strategy in this post, but suffice to say, the application of the copy within your site design is entirely customizable. For now, we’re staying focused on copy.

Banner: Business X – A company that solves problems like these for people like you. Wouldn’t it be great to not have that problems? This is what I/we do!

Testimonial: “I was lost, but they found me! Thank you, Business X. Thank you!”

Example 1: I/We are expertly poised to help you with because… CTA!  (bio button)

Example 2: I/We go deep on solving problems like yours in this free guide…CTA! (freebie button)

Example 3: I/We solve these problems for you like we did here…CTA! (portfolio or example button)

Testimonial : “I wasted so much time and money trying to do it myself and I was SO frustrated! Then Business X took over and it all just clicked!”

Why We’re Different: What you need is what we do. We do it better than anyone else. Here’s why. Solve your problem today…CTA! (contact button)

Footer: Further engagement with your potential client prompting them to download your “freebie”and follow you on social media

Optional

Depending on your business niche or service, you might find it helpful to host a “chatbot” or “live chat” option on your site. AI powered chat options can help focus people to certain sections of your site, invite people to sign up for a service or trial, and answer basic questions about your products. Most importantly, they also allow an opportunity for engagement in your own voice that photos and words alone can’t. This wouldn’t be necessary for all types of businesses, though, and certainly not mandatory to have in place before you launch.

Keeping Your Clients Warm

By the end of reading through your home page your client should be primed for next steps…like a dog who brought back their ball, they are waiting to see what you throw out next.

So, what do you want them to do?