Friday, November 29, 2013

How to Write Better Homepage Content Than Your Competitors


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If you’ve been writing website content for a while then you understand the importance of creating a connection with your visitors as quick as possible. Presenting the answer they were searching for only gets you so far, it takes much more to earn their business. There are other essential elements that need to be included in your website’s content in order to connect, build trust and inspire action.  

Speak their Language
Before you start typing take 5 minutes to think about how your target audience communicates and what they would like to read. It’s important to speak in terms they use and understand.  Do not try to go over their heads with industry jargon and internal processes. Win them over by proving that you’re their perfect match and they’ll want to do business with you. 

Lay out your content for deep readers as well as skimmers with appropriate headings, bold font and bullet points. Include the most important information in the first paragraph and everything else should support and reinforce it.

Answer their Questions
As a marketer you should have a firm understanding of your company’s audience and what their commonly asked questions are. Be sure to address the main questions and dispel any uncertainty with statistics, graphics, and trust signals. 

Take their Perspective
Depending on your product or service there are many variables that affect the buying process besides offering the solution your visitor is looking for. Try to anticipate supporting factors in your buying process and include elements that reinforce why they should do business with you. 

Examples: If you’re a Veterinarian, besides helping pets get well you also have genuine and caring service, very positive reviews, etc. If you’re own a Restaurant, besides offering great food and service you also use local and ethical ingredients, offer a vegan, vegetarian and a gluten free menu, etc.

Include theses 5 Elements in your Homepage
  1. What you do and where you do it?
  2. What’s your unique selling point?
  3. Why should they trust you?
  4. What’s the next step?
  5. Call to action
Now Impress your Visitors
Including professional design as well as great formatting is essential for communicating that you take your business seriously. People don’t want to send their money to a website that looks like it was built by amateurs with broken links, unorganized content and zero trust signals. Build a homepage that earns trust and doesn't beg for it. 

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