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Give Your Home Page Visitors Several Ways to Say, “Yes!”

by | Mar 21, 2012 | B2B Copywriting, Online Mktg. and Copywriting, Website Copywriting | 0 comments

In last month’s article, we described your typical website visitor as “task-oriented.”

That means they want to find something, do something or learn something. They come to your website voluntarily, hoping you’ll have what they’re looking for… even if they don’t know exactly what that is, yet. And they want to find it quickly.

Now, if that visitor is a real prospect, your website probably does have what they’re looking for. And much, much more.

But your home page can’t possibly address every single visitor’s specific need.

So how do you let prospects know you’ve got exactly what they came for, before they get impatient and leave?

3 Ways to Say “Yes!”

One way is to give your prospects three different ways to say, “Yes! I think I’ve come to the right place.”

To do this, you first need to find a way to divide your target audience into three parts. You could choose four segments, if your audience divides naturally that way. But any more and you risk overwhelming visitors with too many choices. Three generally works best.

There are many ways to segment your audience. You can divide them by product category. By industry. Or based on the types of services you offer. You may want to address the top three reasons customers seek you out, based on your sales reports, web logs or other research.

Here’s an example: I recently came across an integrated circuit manufacturer whose home page presents a menu of 17 different product categories from which to choose. Far too many. But as I studied the list, it became obvious that all of these products could be grouped into three broader categories: control ICs, sensor ICs and networking and wireless ICs. Those are three application types a prospect can immediately recognize and slot his problem into.

Or say you manufacture a small line of testing components. Maybe these don’t divide well into three distinct categories. But, perhaps you also offer electronic hardware design and software design services? Like I said, there are many ways to segment your audience.

What you’re looking for is a manageable way to address a variety of different needs.

The next step is to dedicate a small area on your home page to each audience group you’ve defined. A good way to do this is to create three boxes across the bottom half of the first screen. In each box, you write a benefit-laden headline and a small section of copy focused on the needs of one segment. Conclude by directing your audience to a page that addresses those needs in greater detail.

The boxes and headlines draw attention and are easy to scan. Visitors can immediately say, “Yes, I think I’ve found what I’m looking for,” and click on the link. You’ll retain many more visitors if you clearly address their needs this way, rather than forcing them to choose from a vast menu.

More Ways to Say “Yes!”

You can add other ways for prospects to say “Yes!” on you home page.

One of the best is to state your primary value proposition – the main reason customers choose your product or company over your competitors – in the main headline and lead of your home page. Tell visitors what makes you different, and why you’re the best choice to meet their needs.

Another way is to present news of your latest innovations. Innovations, after all, are driven by customer needs. They provide value your competitors can’t match. So, they’re of high interest to prospects looking for an edge. Be sure to stress the benefits these innovations offer customers. Your customers will say, “Yes! This is interesting. I want to learn more.”

Finally, be sure to feature your latest white paper, case study or other free information offer on your home page.

Most of your visitors will come looking to solve problems. Many will not have a particular solution in mind. Offering downloads that address those problems and promise solutions to them will not only get prospects to say, “Yes! That seems to be what I’m looking for,” but also, “Yes! I’ll give you my contact information to get that.”

And besides generating leads, offering free, problem-solving information also builds visitor confidence. You position your company as a thought leader and assure your prospects they can succeed with your solutions.

Make Your Home Page Visitor-centric

Above all, focus your home page on your prospects’ needs and desires.

Your home page must be visitor-centric, not product-centric or company-centric. Address your prospects’ problems and questions. Emphasize benefits, especially in you headlines and subheadings. Leave features for your product information pages.

And don’t pitch your company on the home page.

Let’s face it. Your prospects are not interested in your company, per se. What they’re interested in is what your company can do for them. Only after they’ve said, “Yes! These folks have what I need,” will they want to check out your company in more detail.

And they know they can find out all about that… on your “About” page.

Take-Away Points

1. Your home page visitors come looking for something. And they want to find it fast.

2. Your home page needs to let your prospects know immediately that they’ll find what they’re looking for, even though it can’t possibly address every specific need directly.

3. Your home page should give prospects several ways to say, “Yes! I’ve come to the right place.”

4. Your home page must be visitor-centric. It must focus on visitor needs, not on your products or company.

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