The Importance of Well-Built Homepage: 10 Tips to Improve your Homepage’s Role in Lead Generation and Conversion (Part 2 Tips 6-10)
In this article, I provide tips 6-10 and also critique another home page so that you can see how these tips apply to a real life situation. I’ll say it again – look at your web statistics on a frequent basis. The data contains great “nuggets” of information on the effectiveness of your home page.
Six, make sure you’re constantly updating your home page to provide the visitor with fresh content. A well built home page, one that engages visitors and encourages them to return requires fresh content. The search engines love fresh content, too, and are more likely to visit your site repeatedly and index it the more often you update the home page content.
Seven, seek out and obtain inbound links from relevant external Web sites. Look for Web sites that are relevant to your business, and are better optimized than your Web site. For best results, make sure the inbound link comes from a keyword rather than just your company’s name.
Eight, consider building your Web site with a content management system (CMS). A CMS empowers you to implement content changes easily without having to know any web programming.
Nine, use flash, java script (i.e., scrolling news items) and images strategically. Search engines can’t read flash, java script and images, so if your home page’s real estate consists largely of these items, you’ll find that it’s hard to rank high for your keywords. Remember, a search engine can’t index something that doesn’t exist in its mind.
Last, but certainly not least, make sure you have a call to action on the home page. Doing so will encourage visitors to dive deeper into the site. Obviously, once you’ve encouraged the visitor to enter into your sub pages, you have a greater chance of converting that visitor into a qualified opportunity.
Here’s a site that I think is doing a goodjob with points 6-10 – http://www.lyris.com/
Some of the things they’re doing well include:
1. The news items below the animated billboard are very recent.
2. They have a Google Page Rank of 8 which is phenomenal, and it’s due to their inbound links. Their Google Page Rank is 8, which is phenomenal. They have 405 inbound links, and many are from .org and .edu domains, which are given higher credence than .com domains.
3. Their site is built with Joomla, an open source CMS.
4. I like the use of the animated image in the billboard area of their home page. It’s not built with flash, which is good from an SEO standpoint. It contains good messaging, discussing the benefits of the product; it contains navigation buttons, making it easy to dive deeper into the site, and it contains a call to action. Plus, there’s plenty of keyword rich content sprinkled throughout the page.
5. Their calls to action are pretty prominent on the home page. The link to the HQ Product Demo goes to a very good landing page. I say that because:
- It’s one click away
- The form is “short and sweet”
- They’ve stripped away the navigation, making it harder for visitors to navigate away from the page.
- The copy talks about the benefits of the product and makes it easier for the visitor to answer this question in his/her mind “why should I take a look at this product?”.
How does this page stack up to part 1 of this article? I think it stacks up very nicely:
1. They have the right keywords in the page title. In fact, they rank #5 on the organic search results page for the term “email marketing solution”. This term gets 9,900 searches per month just on Google. I estimate they’re getting about 5% of that traffic, or about 500 visitors per month just for being optimized for that term.
2. There are keywords in the h1 tag.
3. Meta description tag contains the keywords, is succinct and to the point “”Email marketing is easy with Lyris HQ, an online marketing software solution that integrates a complete suite of email marketing tools including deliverability tools and other email marketing resources.” 3. While a positioning statement isn’t apparent, I don’t think they need one in their case. The entire content on the home page is dedicated to what they do – enterprise web content management. The slide show talks about the benefits of the product and has some pretty good messaging.
4. They don’t have a positioning statement per se, but the animated billboard, in my opinion, along with the navigation choices below the flash pretty much tell what it is they do.
5. They have plenty of calls to action on the page, so, although I do not have access to their analytics, I will assume that the home page has a very low bounce rate.
6. They have an Alexa Page Rank of 21,132, which is excellent. This low number means they get a ton of traffic to the home page.
7. The page has great navigation because you can enter the site depending upon your need.