The Missing Call to Action on Your Website is Leaving Your Audience Motionless
Let’s think about it. I’m an interested consumer and you’ve just engaged me through digital marketing, maybe on Instagram. I click on your main driver, read your promoted blog post, and I’m officially interested in what you have to say. If there isn’t an actionable step post-read, where do you think I’m most likely to navigate to next? A majority of the time the answer is the home page. The home page of your website is now absolutely crucial to capturing this lead.
Because of this, you have to start thinking of your home page layout like you would a cover of a magazine. You’re highlighting “the good stuff.” The newest, the most popular, the best content on your site. Your brand identity is evident, a slogan or mission is apparent and voiced properly in your brand style and tone, there’s a deep, clear understanding of your niche as a business and your target user feels as if they belong.
Here’s a quick checklist to ensure your home page is set up to serve your potential leads:
✅ The user should know exactly who you are and what you’re offering. Make this primary to any other content.
✅ There should be a sense of hierarchy present on your home page. This sense of hierarchy is showcased through your content layout and typographic styles (which are also very influential to SEO). Without hierarchy and visual changes in scale and importance, the viewer has to decide for themselves what’s important. Don’t let this happen.
✅ With this hierarchy, copy should be scannable. With an estimated 10-20 seconds before leave-time per site, time is precious. Capture their attention through your headlines, style, and tone.
✅ Your site must be responsive. According to Outerbox, 79% of smartphone users have made a purchase online using their mobile device in the last 6 months.
✅ You should direct the viewer to do exactly what you want them to do through some sort of call-to-action (CTA). Make this action obvious. And once you do, understand that it should never take your user more than 3-5 clicks to get to where you’re guiding them. This is where you capture your lead.
All of these are incredibly important, but if you stumbled over the last step, you need to do a deep assessment of your brand. If you’re not sure what you’re trying to gain from your consumers or what you need to give them to develop a deeper relationship and following, contact me for help in developing a brand-specific campaign for your target audience.
NOW, ABOUT THAT CALL TO ACTION:
To develop a strong homepage prompt (big or small), consider giving your customers something that you hope to receive a return from. You’re engaging with them on a level that creates interest and investment, furthering a bond and relationship between consumer and business. To make this prompt actionable, the first step isn’t through a “Click Here to Buy” type button. If we’re constantly selling, leads will disappear. Find your perfect ratio, but try starting with a 3:1 ratio (three value-building prompts for every pitch). Use these value-branding prompts to prove your expertise in your field. Some examples of value-building prompts to close with are:
Maybe you’re a business coach and your clients need a lot of help with social media planning. Host a brief webinar highlighting small changes in trend and follow-up with an offer at the end of the meeting.
Maybe your biggest focus is being able to connect with your audience through email. Developing desired content that’s accessible only through email opt-in will be a much more influential prompt for your business.
Do you have large courses or webinars you’re promoting? Give viewers a taste of your content through a blog post or quick podcast before funneling them to a sales page for sign-up.
MY LAST WORDS OF ADVICE FOR YOUR WEBSITE:
Follow the conventions, stick to the basics when it comes to layout by following the standard heat map of analysis. If we confuse the viewer, we lose them. Keep your fonts and color families consistent, and eliminate distractions.
Make your navigation links concise without forcing a user to dig for content that might be of interest to them. Think like the user, develop and organize your content accordingly.
Validate yourself. Make your phone number visible, add an email address with your company url (ie: hello@kileyloesch.com), and list your business throughout several platforms.
Use a web interface that’s worth it. I don’t work with Wix clients anymore. Well, I’ll work with you, but be prepared to transfer your site to another platform. I specialize in customized design and development through WordPress and Squarespace (there is so much more finesse and capabilities with these platforms!!). Pick Squarespace if you’re looking for a much more simplified backend and WordPress if you need bolder plugins and can handle a little more complexity with an even more customizable design.
Don’t skimp on design. According to Kinesis Inc, 75% of consumers admit to making judgments on a company’s credibility based on the company’s website design.
Last but not least, show up! Add a quick video to bring some personality and life to your brand.
So remember, your home page is your magazine cover, it’s what validates and informs your leads to pick you “from the rack” and become a brand follower. And once you have their attention, turn them into a customer through bold, value-driven prompts.