Communicating a Brand Message on the Home Page
The homepage of the company is basically its virtual business card, which makes the first impression on website visitors and connects with potential customers. The ideal homepage of a business website should have a message that will entice website visitors to keep learning more about the company. There are a few different things that companies should take into consideration when they are creating a homepage that will help them communicate their brand message more effectively, connect with potential customers, and more.
Offer
The main thing that companies have to think about when designing and developing a homepage is ensuring that the page shows what the company provides and why potential customers should care about that as clearly as possible. The company should already understand who it is targeting with the solution it provides, the pain points that they have, and how the company can solve their pain points, which means all of that information should be put together in a concise way on the homepage. This offer should be phrased in a way that lists all of the specific benefits that customers can get from making a purchase, instead of talking about the features of the solution.
Next step
After presenting the offer of the company in a concise and clear way, it’s time for the company to tell its website visitors what they should be doing next. The design of the home page after all plays a big role in grabbing the interest of new potential customers, which means the whole page needs to be created in a way that will help them gradually learn more about the company, and its solutions, from the business summary, and the value proposition that the company has presented, to the benefits that they can get from making a purchase, and finally the call to action (CTA). Companies that want to get more people to take action on their homepage need to be telling their website visitors what they should be doing next. However, companies can’t expect potential customers to immediately start making a purchase as soon as they’ve opened up the website.
That means, most of the time businesses have to take their potential customers throughout the rest of the stages of the buying journey, and slowly nurture a trusting relationship that leads through each stage with a transitional call to action, which will engage those potential customers that the company is already targeting. For example, the next stage, in this case, can be getting them to download an e-book, or even sign up for a company newsletter. However, the next step should be specified, so that they will be able to understand what they should be doing. After all, most potential customers don’t care about the company and how amazing that company might be, as all they’re trying to do is find a solution to the issue that they are having. The main goal of the homepage of the company’s website should be to communicate the brand message in a way that will show potential customers what the company can do for them.
