Goal conversions
While different industries enjoy different levels of quantifiable success with homepages,
even the most stoic, imposing companies with niche products and exclusive services can
turn their websites into lead-generating machines. That process starts with the homepage.
THE HOMEPAGE
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Imagine your website as a wide funnel. Every visitor stands on the precipice of the funnel
when they visit your company??™s website (as shown in Figure 5-2), and at the bottom lies
the ultimate goal for every visitor. A goal might include lead generation from a contact
form, direct contact with a sales representative, or making a sale through the website
itself. The homepage should be the catalyst for nudging them into the goal conversion
process. A convincing testimonial, a product spotlight, or a dazzling billboard might incite
just a single click that starts them rolling through the website, eventually finding their way
to the bottom.
This is why the content of a homepage is so important. If the messaging, graphics, and
structure do not influence a goal conversion, then its merit should be challenged. Some of
the possible items to include in a homepage, covered in depth in the next section, are
questionable in value, but they are discussed here because of their prevailing popularity
among business websites.
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