While it is important to put effort into all aspects of your building company web site, your homepage is still your most valuable page. It is what most people will see first when they check out your business online. Your homepage must engage, educate, and encourage a wide variety of potential clients to check out other parts of your web site. There are a number of issues that can negatively affect conversion and bounce rates, which will kill your lead generation and sales goals. Here are three effective strategies for keeping your conversion and bounce rates where they need to be so you will have steady leads and sales.
1. Providing Clear Answers to Who, What, Where, and Why
You should provide answers for these questions above the fold as much as possible. Instead of simply talking about your building company, talk to your prospective clients in the second person. Consider the value proposition and benefits of your headlines and sub-lines. Instead of jumping right into lots of facts about your products and services, keep the descriptions brief with links for learning more. If you keep the answers to these questions organized, you will guide visitors in the right direction, decreasing your bounce rate.
2. Lead Generation Should Include Clear Call-to-Actions
Make your most popular whitepaper front and center with a strong headline and call-to-action. Use this content to educate your prospects about your products, to position your company in the building market, and ultimately to generate more leads. Instead of presenting multiple choices that have equal value, give visitors clear directions for what they should do first on your web site through bold and/or highlighted text. This will guide people to make the correct clicks with as little distraction as possible.
3. Make Your Graphics Meaningful
A number of companies use icons for different products, as you might see on a smartphone. This can be confusing, as the icons don't always paint an accurate picture of the given products. Instead of focusing on the icons, use the images from your most popular whitepaper and give the icons a backseat. Ultimately the product descriptions should work with the images instead of overpowering them.
Stay away from using images just for the sake of having images. Throwing a stock photo in at random will not enhance a homepage. Make your choices carefully and meaningfully so that the images maximize the product descriptions.