What do people actually want to see when they first open up your website? What features of that important homepage design will turn casual visitors into valuable leads and convince prospects that they need to buy? You've only got a few seconds to convince them – what tools should you choose? We've got the answers, so take a look at our list and make sure your homepage design includes these features front and center!
1. Your Contact Information
There's no downside to providing your contact information "early and often" when it comes to website design. First, you will always have clients to zip over to your site for only this data – they want a phone number they can call now, or an email they can send quickly so they can get back to their other tasks. By placing your contact information (including address, fax, and any other contact channels that you use) at the forefront of your site, you ensure that prospects stick around instead of going to the next company. There's also plenty of local SEO benefits to including contact information like this.
2. Precise Descriptions of What You Offer
Not all prospects who visit your site for the first time know exactly what you offer. Remember, they are often in a hurry and trying to make decisions fast. However, if they find a site that enables them to make informed decisions, these leads are much more likely to stick around. So somewhere on the front of your site, spell out very clearly what sort of company you are and what products or services you offer. This isn't about your company bio or your history or who currently owns your company – this is about getting down to the sometimes-literal nuts and bolts of what people can buy from you.
3. A Map of Your Location(s)
This is an increasingly common inclusion even in B2C sites these days. where on-the-go browsing and location-based searching are growing so popular. But B2B businesses who frequently work with contractors have even more reasons to include a handy map right up on the home page. For quick fixes and urgent deliveries, contractors will often search for a company based on location factors – how close they are or what kind of delivery services they offer. A map is a great way to pick up these local prospects by convincing them you can get there quickly. Google Maps provides an easy imbed option for this – just make sure it's mobile compatible!
4. Clear Menus and Tabs
Navigation is always a concern for business websites, which is one reason we're seeing so many minimalistic new sites that barely use menus at all. That's not necessarily a great model for more traditional B2B companies, but it does bring up an important point: Visitors to your site need to know exactly where to go with just a glance at your home page. Create very clear, speedy menus and tabs so that people can find the page they want without wasting any time with confusing dropdowns or mazes.
5. Compatible Formats
We already mentioned that it's important to make sure these home page features work with mobile devices for clear reasons. It's worth underlining this point, and adding that your home page also needs to work properly across all major browsers (even in the B2B world, that now includes Chrome, Firefox, and Safari). If a site has bad formatting that causes text and graphics to slip all over the place, prospects will stay far, far away.
6. A Way to Learn More
It's tempting to call this a Call to Action, but that's not entirely accurate. You aren't so much interested in leading people down the sales funnel – although that's still important – as you are in educating them and getting them familiar with your site. So include a quick and easy way to engage visitors who like what they see and want to immediately start browsing your product catalogue, look at your customization options, or see your latest offerings and discounts.