November 19, 2018

12 elements of a b2b home page

  1. Headline – Tell your visitors what the site has to offer. Keep your headline clear and simple
  2. Sub-Headline – Your headline should offer a brief description of you do/offer. Zero in on a common pain point for your target audience. Avoid jargon, and don’t just talk about yourself.
  3. Primary Calls-To-Action – The goals of your homepage is to compel visitors to dig deeper into your website and move them farther down the funnel. Include 2-3 calls-to-action (CTA’s) above the fold that direct people to different stages of the buying cycle.
  4. Supporting Image(s) – Most people are visual. Make sure to use an image (or even a short video) that clearly indicates what you offer. Use images that capture emotion and cause action. Avoid cheesy stock photos.
  5. Benefits – It’s not only important to describe what you do, but also why it matters. Prospects want to know about the benefits of buying from you. Keep the copy lightweight and easy to read – speak the language of your customers.
  6. Social Proof – Social proof is a powerful indicator of trust. Include just a few of your best (short) quotes on the homepage and link to case studies if applicable. Adding a name and photo give these testimonials more credibility.
  7. Navigation – To decrease bounce rate, give your visitors a clear path into your site from the homepage. Make sure your navigation is visible at the top of the page and make it simple and easy to find what they’re looking for. Include a search box if you can.
  8. Content Offer – To generate even more leads from your homepage, feature really great content offer, such as a white paper, ebook or guide.
  9. Secondary Calls-to-Action – Secondary CTA’s should be included to offer additional conversation opportunities for prospects who aren’t interested in your primary objective. While your primary CTA’s should be above the fold, place secondary CTA’s below the fold to give visitors things to click on when they scroll down.
  10. Features – In addition to benefits, list some of your key features. This gives people more of an understanding of what’s provided by your products and services. Again, keep the copy light and easy to read.
  11. Resources – Most visitors to your website won’t be ready to buy. Make sure you offer a link to a resource center where they can learn more. This also helps you establish your credibility as a thought leader in your industry.
  12. Success Indicators – In addition to customer success stories, awards and recognitions can also inspire a good first impression.