Your website should be the hardest working employee in your business! You only get to make a first impression once, and your homepage should convey everything your brand is about and convince your audience that you are the right product/service for them straight away.

Here are 5 essential yet often overlooked Homepage elements that you should have on your website to optimise your website and increase your conversions.

#1 - Authentic & aligned branding

You only have milliseconds to make a great first impression, that is why your business branding needs to be on point. Colour, fonts and layout are more than just stuff on a screen, they help you build trust and connect with your audience. Branding also includes tone-of-voice and imagery. All of these brand elements should be highly curated and work seamlessly together to separate your brand from the rest and really make you stand out.

#2 - A hero image & a hook

Make sure you use imagery that attracts your ideal client to create an instant connection. Include a short sentence (hook) that clarifies who you are, who you work with, what you do, and the benefits quickly.

These elements should be presented above the fold which is website jargon that means the top section of your website. Your hero image and hook should be visible without scrolling down the page.

#3 - Primary calls-to-action

The goal of your homepage is to encourage users to delve deeper into your website and learn more about your business. Calls-to-action (CTA’s) will guide them on what to do next. Generally, you will have one primary call-to-action that will lead your website users through to your ultimate goal. It is important to keep it clear, concise and consistent.

Some examples are;

1. Book a FREE call

2. Book a consultation

3. Enquire now

4. Sign Up

5. Book a FREE assessment

6. Sign up and Save

7. Get Started

8. Grab the template

9. Subscribe

10. Get Involved

#4 - Benefits and solutions

You need clearly explain how your service will solve a problem they are currently experiencing. Make it crystal clear that you are the solution they are looking for. People must immediately be able to understand what it is you offer and how what you’re offering helps them.

Be sure to use normal everyday language and short, glanceable sentences. Keep it simple and avoid technical jargon. Customers become confused and disengaged as a result.

#5 - Social proof

Testimonials will help build trust with your audience. Testimonials should be featured on the homepage right before the user is to take an action to entice them over the line. There is no need to go crazy. 4 to 8 testimonials are more than enough. If the testimonials are quite wordy. Pull out the important parts only as your website should be glanceable and not overwhelm your audience with too much text.

Also, make sure you add a photo and name to your testimonials to add additional credibility.

If you are just starting out and haven’t had a chance to collect testimonials then include a quote from a leader in your industry as a placeholder until you gather your own social proof.

Do a quick audit of your website and check if these elements are included. If you feel like you need a fresh pair of eyes on your site, you can book a FREE website audit here.