5 points Every Homepage Needs

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Standard Marketing - ebook - 5 Points Every Homepage Needs Page 1
www.standardmarketing.ca
Standard Marketing - ebook
5 Points
Every
Homepage
Needs

Table of contents
1. What You Do / Where You Do It - 3
2. Why Deal With You? - 5
3. Why Trust You? - 7
4. What Happens Next? - 9
5. Call To Action - 11
6. How Standard Marketing Can Help - 13

1. What You Do / Where You Do It

The first text that visitors see should tell them what you do and where you do it. They want to be
assured they’re in the right place, so they don’t have to worry about looking around your website for
20 minutes only to find out you don’t offer what they want, or don’t sell it in their area. A recent study
said that most visitors stay on a webpage for 10 – 20 seconds before they leave, but it’s your value
proposition that keeps them there longer.
Often business owners will invest more into their Homepage’s first 300 – 500 pixels because this is as
they say, the “money shot.” Use attractive graphics, font, and content while leaving opportunity for the
visitor to connect on social media or through an email submission form.
As you can see in the case below Mountain Orthodontics communicates these two important elements
within the first 300 pixels.

2. Why Deal With You?

The next most important text is ‘all of the reasons why anybody would want to deal with you.
Don’t make people dig into your website for this information. The point is that if you don’t hook
their interest on your homepage you’ll never do it on any other page because they won’t see
any other page. They’ll be gone.
Reasons to deal with you could include why your product or service is better than your
competition, like a comparison chart. If you’re not better then explain why you’re different and
why those differences are important. Aside from a comparison, you could provide additional
value with your product or service. This could be a promotion, giveaway, sweepstake or added
value through education.
As you can see here, Cratex Industrial Packing Ltd. uses their unique selling features to
emphasize why visitors should choose their services over others.

3. Why Trust You?

After that you need to tell them why they can
trust you. Consumers know that anybody can put
up a website, so you need to reassure them with
things such as:
• Better Business Bureau logo that is a link
to your page on the BBB website.
• Your Guarantee, if you offer one, and how
it works.
• Industry association memberships that are
links to your page on their website.
• Testimonials. There’s no such thing as too
many testimonials.
• How long you’ve been in business.
• How many customers you’ve served.
• A privacy page that explains how you
safeguard their information.
• Social media feeds can show credibility and
verify people actually like and interact with
the brand
This is an example of Krest Homes showing
credibility and establishing trust with their
visitors.

4. What Happens Next?

Once you’ve established trust with your visitor, you need to clarify the transaction and sales process.
Take the fear of the unknown out of the situation by explaining what they can expect when buying
your goods and services, this can include post sale service too. Tell people what the next step is.
Talking about the process reassures people that you know what you are doing, and also that they will
get good service.
A great deal of Marketing is about making it as simple as possible for people to buy. Explaining the
process makes it seem less complicated.
In this example from Standard Marketing you can see how they dispel uncertainty by explaining the
sales process with 3 icons and a minimal amount of text.

5. Call To Action

After you explain what the next step in the process is, urge them to take action. Giving them
a clear “Call To Action” takes them out of limbo. People want completion, and of course you
want them to complete the sale. It’s good to give them a reason to call, such as a “Limited Time
Offer” or “Start your Free Trial Now.”
In this example from Best Choice Moving, they use “Get my Free Estimate” as their call to ac-
tion. They do a great job too because they make it stand out by using the bright red on a blue
box.

6. How Standard Marketing can Help

We start with a website analysis which lets us find out
more about the brand, what you do, where you do it,
etc. We’ll examine and grade your website based on the
discussed five points as well as other elements that we
find are crucial for an effective website.
The next step is a thorough website examination, which we
call an Opportunity Discovery Report. This is a much more
in depth look at your website and includes a social media
analysis and an inbound link analysis. Together these
overviews provide the knowledge we need to make more
educated and helpful recommendations for maximizing
your website’s potential.
©Copyright 2013 Standard Marketing Ltd.

With so many websites competing for the same business
it’s important that your website clearly communicates the
value proposition and why the buyer should choose you.
It’s common for businesses to develop websites without
any proper knowledge of what to omit and what to
include. But, why guess?
Get your website graded today and find out what it’s
missing and what it’s doing right. From there you can take
the next step and learn why these suggestions are vital to
your website’s success and why you need to take action.
Get my Free Website AnalisisGet my Free Website Analisis
Free Website Analysis

By Anthony Baisi
Anthony Baisi manages social media & customer
relations at Standard Marketing. He’s also
responsible for developing clients’ content strategy
and carrying out their Search Engine Optimization.
He strategizes each client’s content to address the
needs of their target audience while establishing a
professional and consistent persona for the brand.
He’s an important part of our marketing strategy
team.
Written by Anthony Baisi
Follow me on Twitter
@anthonybaisi

5 points Every Homepage Needs

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5 points Every Homepage Needs