I'm a former small-town girl turned country-hopping globetrotter, and the founder of Create & Wander. I’m your creative designer, visual magic-maker and kindred adventurer here to help you bring your entrepreneurial visions to life.
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YOUR ONLINE CONVERSIONS?
I think part of the reason I love websites so much is because they remind me of traveling, adventuring, and exploring.
First, you decide you want to go on a journey. You tap in a search phrase and zoom – you’re whisked off to a world of opportunities waiting for you to scroll and roll into.
Then, you book a ticket by committing to that click. You step aboard your virtual plane, train, or automobile and within seconds you’re in a new land. How awesome is that?!
But just like real-life journeys, the adventures we take online have the potential to fulfill or fail us. We can find our new fave online home or stumble across stress that has us back-tracking, booking, and looking somewhere else.
My goal for this article is to show you how to use two high-converting homepage elements to greet your virtual explorers in a way that has them settling in, getting comfy, and committing to your offering.
Before we get started into high-converting homepages, I want to make a quick note about the language I’ve used in this article.
I’ve divided the elements I’ve suggested into two main categories: On-page and off-page.
“But…wait, Micaela, why should I care what they do when they’re not on my website? Isn’t the point to keep them on my site?”
Well, yes and no. No matter how awesome your site is, your audience won’t linger forever. So, you need to create a website that nurtures their buyer journey even once they’ve clicked away.
Because as much as your website should be a high-converting masterpiece, it’s too much to expect it to convert on your lead’s first visit. In fact, it takes most people eight interactions with your brand to convert (Source: Rain Group).
Which is why I encourage you to tackle your home page from both sides: On and off page.
It takes 0.05 seconds for your visitors to form an opinion about your website. (Source: CXL.) That’s NOT a lot of time. In fact, mostly, your audience won’t even consciously choose to like or dislike your website – it’ll just happen.
But just because their decision-making is intuitive, that doesn’t mean you lack control over their experience.
Instead, everything you do on your home page creates and cements that all-important first impression.
(Ha, no pressure, right?!)
That’s why companies invest SO much time, energy, and expertise into ensuring their home page is impactful.
Okay, so your homepage has won their heart. But now what?
Easy: You keep them coming back for more!
If the goal of your on-page lead impressing is to interest, engage, entertain and entice your audience into exploring your business more, then the goal of your off-page lead nurturing is to help your leads progress in their buyer journey.
This means guiding your lead from cold – aka, somebody with zero knowledge about your brand (and potentially no interest in converting) through to warmed up and ready to invest in your offering.
And the key to nailing your off-page lead nurturing is to build it into your on-page lead impressing.
Master these two elements of high-converting homepages and I have no doubt you’ll be well on your way to creating an online adventure that successfully supports your conversions.
Download The Conversion Compass to continue your conversion education and discover how you can convert your curious website visitors into captivated leads.
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