The goal is not to loudly advertise some discount or special release like a billboard,
but to give readers a small nudge??”a mental ???by the way, you may be interested in
this.??? If the homepage does not feature a central, dominant graphic, and all other content
centers around static messages, this small section may be the only opportunity to regularly
illuminate something different about the company??™s products or services.
Testimonials
We??™ll dive deeper into third-party validation in Chapter 8, but your homepage offers a significant
opportunity to post customer quotes or important testimonials that can help promote
the strongest sellable aspects of your material. Many times these testimonials load at
random, or cycle through so that the content stays fresh to returning visitors.
Newsletter sign-up
No matter the business size, industry, or target market, providing the opportunity for visitors
to sign up to a newsletter is always a good idea. It??™s a powerful tool for maintaining
proactive contact with readers, and is appealing to almost anyone who visits: the casual
first-time traveler wanting to keep tabs on future news, a competitor wanting to stay
informed, the devoted customer who??™s just a fan of the company, or a news writer looking
for business stories.
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