A good homepage attracts visitors through SEO and keeps them there with remarkable UX. It describes your business with prospect-oriented copy. It generates leads before sending visitors on. See an example of a homepage that does these things successfully.
Your homepage may very well be your site visitors' first impression of your business... and they'll judge you by it, no doubt. It has to walk a fine line between drawing them in with compelling content and pushing them onto the next page of their customer journey.
Getting the right traffic to your website requires that you create your customer persona, understand their pain points, and recognize what they search for when they're online looking for answers. This is how you'll determine your keywords for your SEO efforts.
There's a full user spectrum to consider on your homepage, including your different buyer personas and the different journeys each of those personas will take through your sales pipeline. Make your homepage speak to all of them.
Mobile visitors will be viewing your site on smaller screens, navigating with their fingers, and searching under different circumstances than your desktop users. Optimize for these users through responsive design, adaptive design, or a dedicated mobile site.
If the goal of your company homepage is conversions, you'll want to put some deep consideration into your hero images, multimedia, and image optimization. You'll also want to know where to find stock images if a photographer isn't in your budget.
Print out our homepage checklist and keep it near as you're creating or updating your business homepage. It will help ensure you've included all the important elements (and more!) we've discussed in this homepage content.