NAIL YOUR HOMEPAGE!
The most important part of your website is almost certainly your homepage – and, more specifically, the 'above the fold' bit at the top, which is what everyone sees first.
In the case of my own website, it's this bit:
I have lost count of the number of times I have arrived at a business website – especially those in the B2B arena – and been left utterly confused about what they actually do.
Businesses need to be direct and clear in this unbelievably precious space, and yet many of them leave visitors scratching their heads. If you haven't been able to explain what you do in the briefest of moments, then every extra second you need people to linger to work out what you do increases the risk they will simply leave.
One answer is to hire a seasoned homepage content writer; a copywriter who will strip away the jargon, consolidate key messages and sum up your entire business – no matter how sprawling – in a short, sharp body of text. And all in the most appealing way possible.
If you have the option of A-B testing, then better still. It lets us see what visitors currently do when arriving at your website, and we can see how things change once I've created new homepage copy. We can keep iterating to get to that perfect sweet-spot where everything is working perfectly.
This isn't an overnight job. It's not something billable as a couple of hours work. To find the key message, test it and make sure it's exactly what you need, it's likely to be one or two days' work spread over several weeks.
The thing is – it might just be the most effective use of your marketing budget that you could commit to.
Because if visitors don't 'get' what you do when they arrive at your website, you're as good as hanging the wrong sign over your front door.
Contact me for more info.
A kind word from a very nice client...
"Mike was paramount to the success of our website project. He joined us and straight away got to work, offering concepts, views and a 'vibe'. We came to him with scraps of ideas, scatty and all over the place, and he offered us solutions not problems, blending with our working methods. He delivered on time every time, plus he brought in some fun on the tail end of many months of hard work."