two things high-converting homepages do

The two essential elements of high-converting homepages. 

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. 

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Conversion terminology 

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. 

• On-page literally means what you do on your website (and, specifically, on your home page). 
• Off-page means how you guide your audience off and outside of your website. 

“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. 

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Element one of high-converting homepages: On-page lead impressing

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. 

How to impress your leads on your homepage

• Harness web design and UX best practices for a positive visual experience. 
• Showcase the best of your brand visuals.
• Use visuals and photography that connect with your audience. 
• Create copy that’s clear, concise and compelling. 
• Communicate in language your audience understands and resonates with. 
• Articulate what makes your business and brand awesome.
• Make use of informative and engaging headers and sub-headers. 
• Create clear call to action buttons and copy that lead your visitors to explore other parts of your site (and keep the journey going!) 

Okay, so your homepage has won their heart. But now what?

Easy: You keep them coming back for more!

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Element two of high-converting homepages: Off-page lead nurturing

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. 

Here’s how. 

• Create an email newsletter or subscription list (with a can’t-say-no incentive!) and incorporate the opt-in into your homepage design. Having permission to email your lead means you can continue to educate them on your value while serving them content that makes them crave your offering – even once they’ve left your site. Clever, huh? Oh, and your email lists are the only marketing you truly own, too. Social media accounts can be hacked, shut down and compromised. But your email lists are yours, now and forever. 
• Promote a lead magnet on your homepage. This could be a virtual freebie that helps them solve a burning problem while showcasing your skills so they’re compelled to click back over to your site and – eventually – convert. This is another great way to populate your mailing lists with leads ready to be warmed up. 
• Link up your social media. Your homepage should ABSOLUTELY include links to your social media. Most, if not all, of your leads will check at least one of your social media accounts before they convert. So make it easy for them to find and fall in love with your brand on multiple social media channels. 

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. 

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Want to explore more ways you can nurture your online conversions?

Download The Conversion Compass to continue your conversion education and discover how you can convert your curious website visitors into captivated leads.

Psst – it’s free!

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