Home page <\/span><\/h2>\n1. First, take a look at each section of your page and notice the purpose of that content.<\/p>\n
2. Evaluate each section of content, each graphic, link, button, form, and call-to-action.<\/p>\n
Think about why it is on your home page.<\/p>\n
3. Next, think about what you want your visitor to do next after landing on your home page. Where are they in their journey?<\/p>\n
Do you have content for someone who is ready to buy? Someone who is just browsing? Someone who’s In between?<\/p>\n
4. Then, compare the two lists. How does your content match up with what your visitor needs to move forward in their relationship with your business?<\/p>\n
A little experiment<\/h3>\n
To help you think about the rest of the content on your home page, let’s do a little thought experiment<\/p>\n
Imagine walking into a store or a business office. You know why you’re going there, right? – whether it is just to explore or whether you have something specific you are looking for or need.<\/p>\n
If you haven’t been there before, you are looking for how to find what you need. You’re looking for signs in the store, or maybe a person to help you. If you walk into a business office, chances are, someone asks you, “How can I help you?”<\/p>\n
How can you offer the same level of service on your website? How can you clearly show what you offer and how you can help your audience?<\/p>\n
Your website visitors click on your site because they think you have something they need. How are you helping them find it?<\/p>\n
Two questions<\/h3>\n
Let’s recap what your website visitors are looking for:
\n1. Do I belong here – do they have what I’m looking for?
\n2. How do I find what I’m looking for and how do I move forward?<\/p>\n
When you look at your home page, are you answering both questions clearly?<\/p>\n
About Page? <\/span><\/h2>\n\n
Did you just roll your eyes? It’s the page I struggle with the most, but let’s take a look at it.<\/span><\/p>\n<\/p>\n
The first thing is that your About Page is not about you; it’s about your audience.<\/p>\n
What you share on your About Page helps people with two questions they have as they are looking to take the next step in their relationship with you:<\/p>\n
1. Can this person help me?<\/p>\n
2. Why should I trust this person to help me?<\/p>\n
So what you share on your page should be your relevant experience, your story of why you do what you do, and your passion for helping people like your ideal client.<\/p>\n
A little uniqueness and personality don’t hurt either – you’re letting people get to know you so they can trust you.<\/p>\n
So how much do you share? That’s a question each person has to answer for themselves.<\/p>\n
For me, there are parts of my life I’m willing to share and some that are off-limits for sharing online.<\/p>\n
So I use the two questions I listed above to tell those parts of my story authentically.<\/p>\n
How can you use those two questions to guide you in telling your story on your About Page?<\/p>\n<\/div>\n
Services Page <\/span><\/h2>\n\n
This page is the one where you tell people what you offer and how they can work with you!<\/span><\/p>\nIt’s critically important that this page makes it easy for people to take the next step with you, whether that means a phone call, a meeting, a purchase, or even just staying in touch with you.<\/p>\n
Also, I might have lied when I said that the About Page was the one I struggle with most – this one is hard for me, too.<\/p>\n
So I have some tips that have helped me with this page.<\/p>\n
Leave plenty of white space – not too much, but don’t crowd this page
\nMake it scannable – use headings to break this page up into sections that are easy to read
\nTell them what comes next – make sure they know what will happen if they buy. How will the offer be delivered?
\nMake it easy to buy – keep your purchase process as short as possible. Only ask for the information you really need. Combine steps or skip them where possible<\/p>\n
One more tip is to have something for people who are not ready to buy. Can they get on your email list? Follow you on social? Binge-read your blog? Or even purchase a tiny product that might help them get to where they need to be for your larger offers?<\/p>\n
Like the other pages, the best advice I can give is to know your audience and think about them as you create this page.<\/p>\n<\/div>\n