Homepages

Your homepage is often a visitors' first impression of your business. It needs to capture their attention, draw them in, and move them along their customer journey. 

Chapters

Introducing the Business Website Homepage

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. Read more

Introducing Web Forms

The data entered into your email signup, account creation, contact us, and scheduling forms will be dropped into different platforms, from your CMS to your subscription management software. But there are some general best practices that all these forms have in common. Read more

Introducing the Company Blog: Your Content Marketing Machine

Content marketing is the ongoing creation of valuable material that stimulates interest in your brand by educating your prospects, rather than explicitly promoting your business. It builds relationships with prospects over the long term. Your blog is the ultimate platform for these marketing efforts. Read more

Introducing the FAQ Page

Prospects on the threshold of purchasing your product or service are likely to turn to your FAQ before making their final decision. As for your first-time visitors, your FAQ lets them know whether they're in the right place. The benefits of an FAQ are manifold... but only if the right questions are asked. Read more

Introducing the CTA Button

In some sense, your CTA button is the most important element of every webpage, because it's here that a conversion opportunity is either won or lost. Be aware of the CTA's importance... and be willing to test. Read more

Identifying the Customer Personas and Keywords for Your Homepage

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. Read more

Introducing the About Us Page

While they may feel difficult to write, About Us pages are essential, as they're one of the first pages users visit on business websites. An About page should inspire prospect trust and help site visitors decide whether they're in the right place. Read more

Creating Compelling FAQ Content

Creating compelling FAQ content is as much about the answers as it is about the questions. It means posing actual frequently asked questions (even the difficult-to-answer ones); getting your tone just right; and aiming for brevity, variety, and currency. Read more

Button Design: Making Your CTA Pop

Button design elements include size, shape, color, dimensionality, responsiveness, and any icons the CTA may contain. These elements may seem inconsequential, but A/B tests show they have a significant impact on user behavior. Read more

Introducing Customer Testimonials

Most businesses don't collect testimonials... and that's a shame, since the benefits of a good testimonial are manifold. A good testimonial contains four essential elements. Know what they are before you start collecting them. Read more

Cultivating a Diverse Set of Visitor Journeys

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.  Read more

Positioning Your About Page

Positioning your About page means knowing who your site visitors are, what their pain points are, and how to phrase your value proposition so that prospects trust you can relieve those pain points. Read more

Determining Your Blog’s Ideal Reader

For your blog to be an asset to your business, you must prioritize consistent, high-quality content that educates readers and adds value to their lives. This means being clear about your blog's goal and your reader persona, and keeping the buyer's journey in mind in your posts. Read more

Email Signup Forms

Email marketing remains the most powerful online means of converting prospects into customers... which means the bigger your email list, the stronger your business. An email signup form is your simplest tool for this form of lead generation. Make it compelling. Read more

Prioritizing User Experience (UX) on Your FAQ Page

Once you're on your way to writing the most useful FAQ content you can offer, it's time to consider design. To ensure great UX, you'll want to consider ease of navigation, enabling search, and a prominent page link on various pages on your site. Read more

Finding Reviews: Mastering the “Found” Testimonial

Found testimonials are already written and ready-made—whether in your email inbox, online, or elsewhere. They don't require time or energy from your client, but they do demand that you change your idea of what a testimonial "looks like." Know where to look. Read more

Optimizing Your Homepage for Mobile Users

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. Read more

Choosing the Right Language and Tone for Your About Page

Your About Us page may be the place on your business website where you most get to reflect your company personality. Present your most authentic self by using genuine approachable language and a friendly tone.  Read more

Optimizing Your Blog for SEO

Search engine optimization is something well worth considering in the planning stages of your blog... and then again with every post you write. This means thinking about keywords and keyword placement, long-tail keywords, strategic links, and more. Read more

Button Copy: Making Your CTA Persuade

Your button copy needs to tell your prospect what they'll receive when they click. It should appeal to your prospects' best interests, create a sense of urgency, and possibly be spoken from your prospects' point of view. What's more, it should do all of this in only a few words. Read more

Account Creation Forms

Account creation forms are higher-commitment interactions than email signup forms: At this stage, prospects are on the threshold of conversion. It's the job of your account creation form to facilitate that conversion by making the UX as clean and smooth as possible. Read more

Increasing Conversions and Engagement on FAQ Pages

While it functions as a self-help station of sorts, your FAQ page should be much more than that. Indeed, it may be one of the strongest sales tools available to you. So make it a space for user interaction—through conversion opportunities, contact options, and feedback features. Read more

5 Strategies for Soliciting New Testimonials

Asking customers for testimonials gives you much more control over which features of your product or service get emphasized than searching for unsolicited good words about your business does. That's why the direct ask is so powerful. Read more

Using Images and Videos on Your Company Homepage

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. Read more

Telling Your Business Story Through the About Page

There's a reason you chose the business you chose. That reason has a story behind it, and that story is what makes you unique among your competitors. Humanize your company by describing your values and the "why" of your existence. Read more

Writing Killer Blog Posts

When a visitor lands on any of your posts, they should be on the threshold of a treasure trove of content written with their best interests in mind: compelling titles, immaculate copy written in your unique voice, about topics that respond to what your readers really want to know. Read more

Best Practices for CTA Placement

Your CTA placement will depend upon the complexity and price of your offering: It should be placed conveniently at the point at which your prospects are ready to click. Good button placement also means using negative space effectively and adhering to the "one page, one CTA" rule. Read more

Contact Us Forms and Pages

A lot rides on your Contact Us form: It's often your company's first point of contact not only with your prospects, but with every visitor type who comes to your website. Yet contact forms on the whole have a dismally low conversion rate. Design a contact form that inspires communication. Read more

Best Questions to Ask for Better Testimonials

How you ask your survey questions makes all the difference between a weak testimonial and a persuasive one. Posing strong questions helps clients give you powerful "before-and-after" content for your testimonials... just be careful about staying honest as you edit their responses for your website. Read more

Homepage Checklist

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. Read more