How the Highest Converting Websites Create a Winning Homepage


The homepage of your company’s website is one of the most important aspects of your online presence.

For many visitors, it’s the first impression they have of your company. It’s also one of the best opportunities to persuade prospects to do business with you. Most visitors that come to your website are not ready to buy; they need to be convinced. The highest converting websites know how to create an effective homepage that converts more visitors into buyers, but how exactly do they do it?

They clearly present a unique value proposition

Why should your visitors do business with you? The highest converting websites make sure visitors know the answer.

It can be quite difficult to stand out from the crowd, but you should definitely concentrate on informing visitors why they should buy from you and not someone else. Do you have the best prices? Do you offer free shipping, or a money back guarantee? Whatever your unique value proposition is, make it clear from the outset.

They eliminate fear

Many prospects – especially when dealing with a smaller business – don’t feel comfortable making a purchase until they have more confidence in the company.

Creating content that answers your customers’ key questions will help eliminate any obstacles in the way of a purchase.

Can you produce a white paper explaining how your company operates, how about a short video clarifying the value of your products or services? A clear link on the homepage to this type of content can help build trust with your prospects, even if they don’t download the content or watch the video.

Headlines must also be created with the customers in mind. Does your main headline answer one of the most popular questions posed by customers? If you don’t know what your customers need to know, find out.

Are they after a prompt delivery? If they need reassurance, perhaps you could include scrolling testimonials on the homepage. Even simple changes to imagery on the homepage can help reassure prospects that you are the right company to do business with.

They regularly test their homepage

There is no blueprint for the perfect company homepage. This is why the most successful companies continually test their homepage. Test your headlines, content, graphics, and photographs, and use the combinations that work best for you.

Try different headlines.

You could focus on how long you’ve been in business, the average number of orders shipped per month, or a quality testimonial. See which works best by split testing different homepages at different times of the month and different times of the year.

Only then will you know which homepage design converts more prospects.

They listen to customers all the time

You should always be asking your customers questions to see what resonates most with them.

What do your customers like about your products? What do they consistently say they dislike? Understanding their concerns will help you create a powerful and effective homepage that gives prospects exactly what they are looking for.

By listening to real problems and responding with genuinely helpful content, you can present a homepage that visitors can really relate to.

They have shorter forms

Having a form on your homepage is a great way to gain leads and create a loyal customer base, but many companies ask too many questions.

Many visitors just don’t have the time to fill in long forms, so keep it short and simple. You can always gather more information at a later date.

If you can, give visitors the option to place an order without having to register – they can do that after the purchase. Any interruption in the sales process will harm conversions.

In a nutshell…

There are many factors that help make an effective homepage. The companies with the highest converting websites know that a homepage must contain as few leaks as possible. It must inform, engage, and persuade a diverse audience from the outset. The homepage should make visitors want to visit other pages of your site, complete a form, send an email, call you up, place an order, share your content, or remember your website. All of these things can lead to more sales, and more importantly, more loyal customers.

Perhaps the most important thing they do is to test and experiment with different homepage designs. Even if you don’t have a large budget to test every single aspect of a homepage design, you can at least test one thing at a time and see what works for you.

Over to you

Do you regularly test your website’s homepage?  What changes have you made  to increase conversions?  Share your experience and tips…

About Omar Kattan
Omar is MD & Chief Strategy Officer at Sandstorm Digital. His experience includes 10 years in traditional marketing and advertising in the Middle East and a further 10 years at two of the largest media agencies in the UK. Follow Omar on Twitter for updates on the latest in digital, branding, advertising and marketing.

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