A billboard, at it’s best, should be the perfect distillation of the product or service it’s selling you. It only has a few seconds to hook you, so it’s messaging has to be upfront. You aren’t going to find many billboard ads with a paragraph describing the product.
Your homepage should function in the same way. I’m going to try and avoid any “Information Superhighway” jokes, but when a user is cruising around the web (whoops) and lands on your page, you usually have about 15 seconds to grab their attention before they hit the back button and you are just another entry in their browser history. If your homepage doesn’t tell them what you do and how you do it for them in that time, you have a pretty good chance of losing them.
Let’s look at a couple of examples that do it right:
“Dropbox keeps your files safe, synced, and easy to share.”
“Sign up for free”
I’m in – Dropbox described what they do for me, along with a button that gives it to me for free. I fill out a simple forum, click the nice big blue button and I’m now in the site. They didn’t lose me and now I’m deeper in the site. Nice job, Dropbox!
“Truly Unique Gifts & Gear for Everyday Photographers.”
Photojojo is a niche site that immediately tells you what they sell, and shows you a few product examples to hook you. They have a lot of products, and all the user needs to do is scroll down to get hooked.
“Tailors of Talent, Curators of Careers”
We can’t help but be proud of Profiles — we built them after all. But for such a robust staffing agency, their homepage is remarkably simple and direct. Just a few lines of texts let’s you know who they work with, and then gives you a button to search jobs.
It can be hard to objectively look at your own website, but give your homepage the 15 second review. Extra challenge — no scrolling or clicking allowed. If you can’t figure out who you are and what you do in that time, you can bet that most users aren’t sticking around to figure it out for themselves.
Want to build a website as bright and bold as a billboard, blasting your brand into billions of buyers brains? Untwist your tongue and Contact Staffing Robot today!