Five Questions Your Homepage Must Answer

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Your homepage is one of the most viewed pages on your website, and it serves as a jumping off point to other pages on your website. That's why it needs to answer a few very specific questions if you want to make sure that people who actually land on it, go ahead and take that next step towards working with you.

That's what I'm going to cover in today's video. Click the play button to watch it or scroll down to keep reading the written version.

Who Are You?

The first thing that your homepage needs to answer is who are you?

When people come across your website from places like social media, Google or Pinterest, they will want to get to know you a little bit better. They want to know who you are, and you need to give them that answer now. This doesn't need to be a long elaborate autobiography. You can save that for your about page and go into more detail there. But on your homepage, you’ll want to share a brief snippet that actually tells them who you are, and lets them get to know you. Be sure to also include a photo of you so they can put a name to the face and make that first important connection with your brand.

What You Do?

The next question that your homepage needs to answer is what it is that you do, what is your expertise? What can I expect to find here? So, again if people came across your website through Pinterest, or if they entered a certain keyword into Google and your page popped up, they will want to know that you are the right person that they're looking for.

So you need to make it exceptionally clear what it is that you offer right there on your homepage. This confirms that they have ended up in the right place and it's more likely to get them interested into going further to your services page or your work with me page or something like that.

Keep in mind that you need to be very specific here. For example; on my website, I say that I'm a Squarespace designer. The reason I say this is because there are tons of web designers out there. Some of them work with multiple platforms, some of them specialize in WordPress. Some of them specialize in Shopify. Some of them specialize in Showit.

Now people who are looking for a website on a specific platform, such as Showit or Shopify or WordPress, they are not interested in working with a Squarespace designer. Can I design a website on Shopify, or on Showit and WordPress? Yes, I can. And I have experience in it, but that does not necessarily mean that I want to. So those people immediately know that I am not the right designer for them and they will go on to finding somebody else.

But people who are interested in Squarespace design are much more likely to go exploring my services and other offers. This does a great job of weeding out bad fit clients as well as taking those who are the right fit one step closer to conversion.

Who Do You Work With?

Now the next question that your homepage needs to answer is who do you work with? Who is your ideal audience? This is important because you don't want to work with everyone because you will appeal to no one. Ask me how I know. That was the mistake that I made the at the very, very, very early stages of my business; when I didn't really have a clear niche and I would just work on a website with whomever came my way, whoever was willing to work with me, I worked with them as well.

I did this so I can build up my portfolio, and my design skills; but it doesn't necessarily mean that I enjoyed working on each project. And similarly, you will also not enjoy working with everyone. And you are not the right fit for everyone.

But once I narrowed down that I work specifically with coaches and service providers, that immediately makes it clear that somebody who is in a construction industry or somebody who's looking for an e-commerce web designer, that I'm not the right person for them.

Because I don't necessarily know all the intricacies into what makes a good e-commerce website; but I do know all the intricacies that what makes into a good service provider website or a coaching website that is going to get you leads and clients on autopilot.

This is yet another question that goes a long way towards weeding out bad fit clients and attracting more of your ideal clients.

What’s In It For Them?

Next, you need to tell them how they can benefit or what they can expect from working with you. So that transformation, as I mentioned in one of my previous posts on things that potential clients want to see when they come on, your website is very applicable to homepages.

They need to know that they will receive a result from working with you. What is that specific end result that you're promising them? What's in it for them? Make it clear what the end result is and you’re more likely to see people reaching out about working with you.

What Is The Next Step?

According to statistics, 70% of small business websites lack a Call to Action (CTA) on their homepage. So the last question that your homepage needs to answer is what is their next step? Put yourself in your client's shoes for a moment. So they have come to your website, they've ended up on your homepage, they know what you do, they know who you are, they know how you can help them. Now imagine if they come all the way to the end of your homepage and there's nothing there.

So, how can they get started working with you? You need to tell them what their next logical step is. Don't leave them guessing. Don't make them go hunting for it. Don't make them jump to their own conclusions, because in most cases they will turn away and leave. They will X that button faster than you can say, chips and salsa.

Instead, tell what that next step is. Whether you want them to view your services page, download something, book an appointment on your scheduling page, fill out an application — tell them because your visitors don’t know what you want them to do. They’re not mind readers and they don’t want to be left wondering. So tell them what it is that you want them to do.

Final Thoughts

And there you have it. If you want your homepage to convert better, make sure it answers the five questions listed in this article.

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