A great website is much more than the visuals and copy that make it up. It’s much more than just the memorable and impactful experience it gives your prospects. The problem with most websites, even those that seem great at first glance, is that they don’t work for you. They are nothing more than glorified business cards.
Your website is a powerful opportunity to differentiate yourself and take your business to the next level. If designed right, your website can become the hub of all your marketing activities, creating an experience that turns your prospects into new customers.
Here are the three cornerstones of a website that converts:
The Home Page
Your home page is arguably the most important page on your website. It is almost always the most visited page and if it isn’t, it’s almost never skipped in a typical website browsing experience. This is the time and place to be as compelling as possible.
Your home page should tell the story of who you are, what you do, and how you do it. What makes you different? What makes you the best? Use testimonials and case studies or statistics whenever possible. Prove to your prospects that you have the ability to help them because you’ve built a portfolio of happy customers who were in the same position they were in before they found you.
Calls to Action
What is the point of any form of marketing if it doesn’t lead your prospects to take action? Your website is no different. Identify the #1 action you want your prospects to take after viewing your website. Then create clear paths that lead them toward connecting with you.
Calls to action (CTAs) should be prominent, direct, and crystal clear. And your website visitors should never have to go hunting for them. They should be a natural, final destination after each pathway you’ve taken your prospect down to showcase your unique value proposition.
The Blog
This is where you can show a different side of your company to your prospects. A corporate blog typically has a more personal touch than the rest of a website. It’s a great place to connect with your prospects on a human level.
Establish your unique sales proposition and align your blog content with your company’s core values, but let your hair down and let your prospects hear your voice through your blog.