When you want to turn more visitors into customers, it’s almost all about your homepage copy, or in other words, the text/wording. Of course your site must be attractive, and easy to navigate through, and your logo must be nice. It cannot look cheap, and must inspire trust in the customer, but this is all the basis of your customer’s judgment. The final decision is made in your customer with a call to action.
When people are looking for information and products online, they are quick, uncaring, and often change their minds. For even the best sites, professionals estimate that over half of your visitors will become disinterested, and leave your site within less than 30 seconds. If you want to avoid this, and increase their time on your site, and their purchases from you, there are a few things you can do.
Have Simple Homepage Text
Don’t have a lot of text on your homepage. Your homepage is going to be in the user’s gaze for about 10 seconds. That’s all the time you have to capture the user’s attention–unless of course the user is desperately searching the web for something. But you can’t guarantee this will happen all the time. So now you understand the urgency of things. If the majority of your home page text is not on the screen, then you need to cut your text.
Use Subheadings
The next thing you want to do is use subheadings. These call the reader’s attention to the important factors that you want to put across. When a reader is quickly surfing, they are only going to be concerned about the information that pertains to them. This is where a nicely worded subtitle will hold them for a few more seconds, while they quickly scan the paragraph to determine whether it contains the data that they need.
Keep It Short
The last thing you should do is probably the most important. If you are selling, or marketing a product, you don’t want to use cliche’s or flowery wording, on your home page. If a reader is interested in a topic you present, yes they will probably continue on to read some longer articles throughout your site, for more in depth information. But on your homepage, you want to assure that reader, in 10 seconds or less, that there are tons of valuable resources on your site.
Convey Trust
The one hurdle that any potential customer must make is that they must gain the confidence to trust you. If you were at a sketchy-looking store with a suspicious-looking storeowner, you aren’t going to do business with him. Similarly, your website needs to look legit, and you need to convey trust to your potential customers before they will buy something from you.
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