What Does Your Website Say About Your Business?
It’s trite, but true: You never get a second chance to make a first impression.
More often than not these days, potential customers visit your website before they ever consider coming in your store to shop or picking up the phone to call to book your services. Is your website giving the right first impression?
In fact, HubSpot has said that 98 percent of first-time visitors never return to your website. That’s right, 98 percent of the people you are trying to target for business will never return to your website, not to mention call or come in.
“98% of first-time visitors never return to your website.” Tweet
Think of what that means to you in terms of lost revenue potential.
How to Improve Your Website to Attract More Visitors?
A website is more than just pretty pictures and well-written content. You’ve also got to think about the proper placement of on-page elements, easy navigation and an overall clean design.
So how do you get there?
Your website’s homepage is typically the first point of entry for visitors, especially those who come to your site through an organic web search. To give that great first impression you are hoping for, there are several key elements of successful web design you need to incorporate. Including these elements on your home page will provide the kind of user experience you desire to increase page views, decrease bounce rates and improve your overall site design.
6 Ways to Make A Great First Impression With Your Website Home Page
1. Use a Bold Logo
Your logo is key to developing brand recognition. Placing your logo at the top of your home page above the navigation bar is crucial for not only this brand recognition component, but also for the overall user experience. When thinking about making that positive first impression, think about those first-time visitors. Could they identify your site, even if they are unfamiliar with your company?
2. Design an Easy-to-Navigate Navigation Bar
How many websites have you ever visited, trying to search for information but eventually giving up because you couldn’t find what you were looking for? The organization of your pages is critical to reducing bounce rates. If visitors can’t find what they are looking for, they will quickly lose patience and click off your site to try to find the information elsewhere. Your navigation bar should include the most important pages, as well as contact information and resources (such as your blog!).
3. Include Eye-Catching Photos and Graphics
While you don’t want to overwhelm viewers with too many images, a strong webpage needs visual elements to capture your visitors’ attention. According to HubSpot, 40 percent of people respond better to visual information than text.
“40% of people respond better to visual information than text.” Tweet
Photos on your homepage should support your text and subsections but also reflect your business. While stock photos can be a great resource, photos of your actual product or team are more likely to resonate with your visitors. They also add an element of personalization, which helps with your overall first impression.
4. Give Structure to Your Body Text
Your homepage needs to include some content, so that visitors will have an understanding of who you are and what you offer. However, be careful not to overwhelm readers. You need to find the balance between not enough content and too much. A well-formatted content section should include:
5. Encourage Visitors to Act with a Call-to-Action
Your website exists to attract customers, right? Calls-to-Action (CTAs) provide a great way to capture the information of those who visit your site by offering visitors an opportunity to convert on some sort of offer. Your CTA should typically reside “above the fold” of your webpage, so that viewers can see it without scrolling down. (However, including a CTA at the end of your page can also be beneficial, as readers will have finished consuming your content by that point.)
When crafting your CTA, remember to include:
- A clickable image or button
- Bold, contrasting colors
- A clear, actionable phrase
- Tracking URLs for analytics
6. Contact Information
You know what is incredibly frustrating? Having to spend several minutes and click through multiple pages and menu options to find a company’s phone number, email address or physical location. While you may have a separate “Contact Us” page on your site and in your navigation bar, including your contact information in the footer of your home page will make it easier for your visitors to find the information they are looking for. In addition, including your NAP, that is, your company’s name, address and phone number (which matches your Google Places pages citations, of course) throughout your site boosts your SEO.
And, think: if someone is looking for a way to contact you, chances are good that they are at least considering becoming a customer!
Don't Forget Mobile
One last thing to consider with your website: mobile optimization. Seventy percent of users performing web searches on mobile devices lead to action within an hour. So it’s critical that your site includes responsive design (meaning the size of your page scales to fit the size of the device being used to view the site) or that you also build a mobile version of your existing website.
Your website be welcoming, easy to use, and visually appealing. Otherwise, you’re likely to lose potential customers due to an unwieldy and un-user friendly site.
Just think, if your website is the first impression of your business, what is your site saying about your company?