Homepage To Work!
2001 by Said Rouhani
homepage is probably the most important page of your
whole Web site. Yes, even more important than your order
page (or the pages where you pre-sell affiliate program
first page most of your visitors will land on is your
homepage. If your homepage doesn't grab your visitor's
attention, your order page will be useless. You can
have a super hot design. You can have the fanciest e-commerce
package in the World. You can even have the most desirable
widget for sale.
if your homepage doesn't pull your visitor's interest
and push your sales offer (without being pushy), you
will lose an enormous amount of sales.
are two aspects of your homepage that affect its sales
always, the most important thing in this exercise of
Internet marketing is: KNOW YOUR TARGET AUDIENCE.
are a couple of highly effective design and copy strategies
you can use to boost the sales power of your all important
Keep vital elements above the fold. "Above the fold"
is a term borrowed from newspaper lingo. It means the
area that readers see first (which means the top of
your homepage), so it is the most important area. Basically,
this area does the work of grabbing your visitor's attention
while your main copy is loading. You should place your
Unique Selling Proposition, logo, and an attention grabbing
headline above the fold.
Work your headline to perfection. Your headline is the
most important piece of copy on your homepage. Make
it totally irresistible. Here's a "secret" tip for headlines:
don't give the opportunity for the reader to escape
your headline. For example, "Do you want to make money
online?" isn't a good headline, because it gives a way
out for the reader. How about: "Learn all you ever wanted
to know about making a fortune on the Internet". Much
Offer something for free on your homepage. An ebook,
newsletter subscription, special report, etc. An effective
strategy is to use free books in conjunction with newsletter
subscriptions (i.e. "subscribe and get this free ebook").
At least if they don't stay at your site this time,
they'll be reminded to re-visit when you send your newsletter.
Optimize your homepage for super-fast loading. This
is very important. One of the primary reasons people
leave Web sites is because of slow loading. Keep the
total size of your homepage below 40kB.
Reduce animations. In fact, eliminate animations (especially
banners) from your homepage altogether. They distract
from your copy and don't do anything to improve the
sales power of your homepage. So what if they look cool?
Are you in it to look cool or make money?
Get rid of outbound links. Why the heck link AWAY from
your Web site on your homepage? If you don't want people
leaving your site, then don't provide them with an opportunity
to do so. As simple as that.
Put up testimonials. Find something nice people have
said about your business and put them up as testimonials
on your homepage (ask for permission first of course).
Subject to approval of the person who sent you the testimonial,
include the name and email address of the person at
the end (and their URL if applicable). Testimonials
are very important credibility builders. You MUST use
them (if you haven't received any shining testimonials
from your visitors, you're probably doing something
Keep re-working your copy. Your homepage copy will be
a work in progress. It will take up to several weeks
to get it right. You must constantly read through it
and make adjustments, each time making it tighter and
tighter. Do NOT write about yourself or your company
on your homepage. It's all about your target audience
and their needs and wants. Focus on the BENEFITS that
your product has to offer. And don't try to get your
copy perfect in one go: that's impossible. You need
to leave it for a couple of days, then re-visit with
fresh eyes, re-work, leave for a couple of day, re-visit,
re-work and so on and so on. Until your copy is totally
Finally: TEST TEST TEST! This is probably the most important
aspect of doing business online. You must test everything
you do, and if it doesn't work, you need to try something
else. If you for example change your headline and sales
suddenly increase significantly (and you haven't carried
out any major marketing campaigns), then your headline
is probably a winner. To be absolutely sure, revert
back to the old headline for a week or so and check
if sales drop. If they do, then you definitely have
a winning headline, so stick with it. Yes, you might
lose some money reverting to the old headline for a
week, but as a result of knowing what works you'll be
able to apply it and increase your sales.
Rouhani is the editor of the All-About-Making-Money-Online
Ezine. Subscribe now for FREE ebook containing 50 home-based
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