Art Unlimited is now StoryBrand Certified! StoryBrand is a way of creating your website content to show the potential client as the hero. What does that mean? Well, it starts with your homepage.
A home page can be broken down into two very basic parts: above the fold, and below the fold. What is “the fold,” you ask? Think of a newspaper. The top part has the most engaging headline and makes you want to open the newspaper up and read…below the fold. Or a magazine with the compelling headline about a random celebrity doing some random appalling thing. It makes you want to open it and read more. That’s what the information above the fold should do — grab their attention enough so they stop to read more about your business.
Grab Their Attention
How do we do this? Write content to answer the three main questions with the least possible words. After all, people are looking for info quickly; if there’s too much to read they just won’t read it. Here are the questions:
- What does your company do? Do you sell something? Offer services? Visitors shouldn’t have to dig for this information.
- How will your product or service make their lives better? Why do they need them? Tell them the features and benefits of your product — but focus on the benefits.
- How do they get your product or get in touch with you? We call this a Call to Action. Let them know what you want them to do with the info they are reading — call you, email you, fill out your form? If you don’t tell your customers what you want them to do on your website, they will simply return to the search results. Give people options. Some will engage with you by filling out a form, others will want to call. Have your phone number clearly marked and clickable. Most people will be looking at your website from a mobile device; if your phone number isn’t clickable, you’ve lost potential clients.
Below the Fold
Ok, so you’ve got them engaged and they’re scrolling below the fold. Info here can also be broken up into sections. At the end of every section should be your Call to Action button — remember, you want them to know what to do with the information they’re gathering.
So, what info should be in the next section? I talked about making your client the hero. Here’s where the “story” part comes in. Your client has a problem and you want them to know
- you understand how that problem makes them feel
- you have a solution to that problem
Remember…people don’t care how much you know until they know how much you care. This old saying definitely applies to your home page. I see so many websites bragging about themselves in their home page content. All that has a place, but not yet. Your client first needs to know you care about them, their problem, and how it is making them feel. Put yourself in their shoes — you have a roof leak. You have to either get up on the roof and fix it or pay someone to fix it. Both options take time.
Do they have the time —and skill— to make the repairs?
Do they have the money to pay someone?
What emotions come with those questions? You need to convey to them that you have been there and it stinks — but you have the solution.
Three Steps to Magic
The next section should be all about how your solutions work. Have three easy steps about how your process works. Yes, 3- remember people are skimming your site, if you have too many steps, they will tap out. Think about the simplest form of your process.
- If you are a roofer your step one is they contact you. Step two would be setting up an appointment to discuss their problem. Step three is when you fix their problem.
- If you own a resort, step one is booking a room, step two could be to review the booking, step three is to enjoy their stay.
These steps should be very high-level explanations about your process. You want to convey how easy it is for them to work with you. Again, finish up this section with a Call to Action.
Now —and only now— can you talk about your business in the next section. You need to instill an element of trust in them — let them know you’re going to do what you say you’re going to do. Here is where you can talk about how long you’ve been in business, the awards you’ve won, and some testimonials from satisfied customers — but again, don’t be too wordy. You can elaborate on your team, history, and awards on other pages deeper in your website.
Your home page is simply to engage them to look at your company further. The longer you can get them to stay on your website, the higher the chances they are going to engage with you; ie — click your Call to Action button.
The last section is your footer. This is the section where you can put your address, links to your social media pages, and maybe a map of your service area. This is just strictly informational content. This is the “junk drawer” of your home page. The information is important, but the level of importance is minimal.
This is how you write a great home page:
- Get them engaged with the header
- Tell them how much you care about them
- Tell them your process
- Add trust elements
By structuring your homepage this way, you’ll get better-engaged customers, and your bounce rate will be a lot lower. If you have any questions about your home page content or website in general, connect with us today to start collaborating on your future success.