There’s no doubt your website is the core of your business marketing strategy. But what content should be on your website’s homepage?
After all, your website is the face of your company online, and all roads probably lead there.
Your homepage is often the first thing that visitors to your website will see, so it’s important to make a good first impression.
In fact, you have about 5-10 seconds to connect with a website visitor before they click away.
But can you make sure that your website visitors stick around long enough to learn about your business?
And what content should be on your website’s homepage?
Check out our tips for creating an effective website content strategy for your homepage.
What content should be on your website’s homepage?
Your homepage is the most important page on your website, so it’s important to make sure it strongly reflects your brand.
A classic homepage summarises your products or services and is the launchpad for directing visitors to the relevant pages within your website.
But before you start listing everything you do, it’s important to clearly demonstrate your unique offering and share a condensed brand story.
Consider your brand value proposition
One of the key elements of a strong homepage is a clear and concise brand value proposition. This is a statement that explains what your business does and how it helps people.
Your brand value proposition needs to be at the top of the page.
Within five seconds, you need to determine what it is you do and how you help, so visitors can swiftly see whether you are offering what it is they’re looking for.
At this point you’re not necessarily talking about the benefits you offer and how you solve problems – this will come later – it’s more about demonstrating the core of your business’s identity and how your ideal customer relates to this core.
Your brand value proposition should do three things:
- Define your offer
- Explain who it’s for
- Demonstrate how valuable it is.
This means you need to understand:
- Your core offer
- Your customers’ needs
- How the customer will see the value in your business.
Uber’s brand value proposition
When a website visitor arrives on Uber’s website, it’s clear what they are offering, who they’re offering it to, and why it’s valuable.
In just a couple of sentences, Uber summarises that it offers a driving service for drivers wanting to make money, and it’s valuable because its platform has the ‘largest network of active riders’.
And if you’re another one of Uber’s ideal customers – a hungry diner looking for Uber Eats, or someone looking to call a ride – there are tabs across the top of the homepage to re-direct you to what you’re looking for.
Rounded’s brand value proposition
Rounded is another website that demonstrates its brand value proposition in a clear a concise manner.
At the top of the homepage, Rounded clearly states that it’s offering ‘easy accounting and invoicing software’, for ‘freelancers and sole traders’ (it even bolds this text to make it stand out), and it’s valuable because it’ll make freelancing easier.
It adds a couple of sentences to emphasise how it makes things easier for freelancers and sole traders too, by stating some of the uses for the software.
Condensed brand story
Once you’ve determined your brand value proposition, next you need to share your brand’s mission through a condensed brand story.
These stories help customers understand the problem your brand solves and how you do it better than anyone else. When customers feel understood, they’re more likely to become loyal brand advocates.
And that’s what brand stories are all about: creating loyalty and connection between customer and brand.
To focus on the problem your brand solves and how you can make your customers’ lives better, you need to have a condensed brand story that packs a punch.
For the homepage, you’ll only need a few paragraphs or sentences for this part – save the full brand story for your About page.
Remember – less is more.
The point is to validate why you’re the expert in your field when considering what content should be on your website’s homepage.
The best way to do this is to demonstrate the challenge or problem your brand solves and how you do it.
Remember… your brand story is not about you. The customer is the hero in the story. You are simply the guide, guiding them as they solve their problem.
Red Platypus’ condensed brand story
Here’s an example of a condensed brand story from our own website (keeping in mind that we’re probably going to re-write it soon!)
But in three paragraphs, we demonstrate:
- What problems we solve – working for clients who want more sales
- How we do it – through our specific process and our copywriting services
- Why we’re experts in our field – journalists with many years experience.
Show social proof
Social proof should be demonstrated throughout the homepage, in multiple places if possible.
Social proof is one of the most important validation tools you can have in your business arsenal, and it can come in many forms. It helps you build trust and credibility with potential customers, showing them that you’re good at what you do.
Using social proof on your website or in your marketing material is an excellent way to show potential customers that you’re a trusted and reputable business.
You can demonstrate social proof by:
- Listing the brands you’ve worked with
- Featuring testimonials from happy clients
- Having a Google reviews section
- Publishing review scores of your products
- Listing awards you’ve won, or particular accolades
- Mentioning partnerships you have
- Putting your qualifications on your homepage
- Use video testimonials – these are really authentic!
If you sell products, you can use apps like Proof that features little pop-ups on your site every time someone buys a product.
Social proof on Sparkle Dental’s website
Sparkle Dental’s website features social proof throughout its homepage.
Firstly, it lists its awards under the main video introduction:
And then it also hired a professional videographer to interview its patients and get some brilliant video testimonials:
There’s also a call to action for website visitors to click through and see more social proof on further website pages.
Direct visitors to the right product or service
Your website’s homepage is like a store’s front door — it should be inviting and give visitors a clear idea of what they can expect to find inside.
That’s why it’s important to list your core products or services (or categories) on the homepage, so visitors can quickly navigate to what they’re looking for.
But try not to overwhelm them with too much information — less is definitely more in this case! By keeping your homepage clean and uncluttered, you’ll encourage visitors to stay awhile and explore all that your site has to offer.
Teeth Whitening Melbourne
This example, from one of our client’s websites, clearly shows where to navigate, depending on the package you’re looking for.
Laser Clinics Australia
Laser Clinics also clearly lists on its homepage the areas of the body it offers laser hair removal, and visitors are able to click through and book an appointment.
Indicate your business’s differentiators
Underneath your services, you want to list what makes you different from your competitors and why your visitors should choose you.
Keep in mind that if your visitors have got to this point on your homepage then it means they haven’t clicked through to a service page yet. They still want more proof your brand can deliver. List everything that makes you better or proves your worth here.
This is a good place to feature compelling statistics.
St Mark’s Anglican Community School differentiators
Towards the bottom of its homepage, St Mark’s starts to list some of its differentiators that makes it a stand-out school.
Going back to the Rounded example, it lists out why its accounting service is so valuable, by featuring many of its benefits.
Don’t forget your CTAs!
You must have multiple call-to-actions (CTAs) throughout your website’s homepage so visitors have ample opportunity to get to where they need to go.
Where ever you make a key point on your homepage, you want to direct your customer somewhere. And it doesn’t matter if some of these CTAs are repeated – it’ll give visitors ample chance to find them.
For service businesses, you’ll most likely want to direct visitors to your contact page or book a call page.
If you have a product business, where you direct your visitors will depend on the price of the products. For example, if you’re selling high-ticket items like a $5,000 coaching program, you’re probably going to want to direct them to a call. But if you’re selling swimsuits you’ll be directing them to make a purchase.
Have you tried incorporating these elements into your own homepage?
Share it with us! We’d love to see how you’ve put together an effective homepage that drives conversions. Stuck somewhere? Let us know and we’ll be happy to help.
We hope you got some value from this guide as to what content should be on your website’s homepage.
P.S. If you’re currently creating your new website, make sure you write the content before you consider the design.