Developing a killer homepage for your B2B website

Your homepage is almost certainly the most visited page of your entire website.
It is absolutely vital, therefore, that visitors instantly get it – they understand what’s on offer, how it will benefit them and why they need to get in touch with you now.

If visitors don’t immediately understand, they will be out of there like a rat up a drainpipe.

Most importantly, your homepage has to communicate the essence of your business – why your company does what it does.

If your response to ‘why’ you’re in business is: “To make a profit” – you’re way off base. Making a profit is purely a result of why you do what you do.

People don’t buy what you do – they buy why you do it

Take Tesla for example, if Elon Musk had said:

“We make electric cars. They’re better, quicker and more fun to drive than petrol or diesel cars. Please buy one.”

How many cars would the company have sold? It probably wouldn’t have got past first base.
Instead, Musk told the world why Tesla was in business:

“We really care about doing the right things. Our mission is to accelerate the world’s transition to sustainable energy.”
“We don’t advertise or pay for endorsements. Instead, we use that money to make great products. Electric vehicles, for example, that are better, quicker and more fun to drive than petrol or diesel vehicles.”

A subtle, but massive difference.

With this approach, Tesla had people queueing up to put down hefty deposits on cars that weren’t even available for 18 months or more!

Why? Because they believed in Musk’s dream of challenging the status quo and they wanted to be part of it.
And because Tesla sold a dream others wanted to be part of, the company is now able to sell not only cars but also trucks, solar panels and Powerwalls (rechargeable solar energy battery storage units).

Communicating Tesla’s ‘why’ resulted in people trusting it and becoming loyal to the brand.

So if you want to attract customers to your brand, tell them your unique story about why you’re in business.

With this approach you will appeal to people who share a similar vision and, if your products and services are good enough, they will be more than happy to sign up.

Below is the check-list to make sure your homepage appeals to your target market…

9.5 Key factors that help create a killer homepage

1. Tell people why you do what you do; then tell them how you do it.
2. Be clear why they should buy from you rather than your competitors.
3. Keep the navigation clear and simple.
4. Create a strong six-word headline and use subheads throughout the page.
5. Have a powerful customer testimonial or two prominent on the page.
6. Feature your latest blog post.
7. Optimise the title tag, meta details and keyword or phrase.
8. Make it easy for visitors to contact you – put two or three ‘Calls to Action’ throughout the page.
9. Make sure it’s mobile-friendly. 9.5 Make it fun. If you can’t make it fun, make it interesting. If you can’t make it interesting, shut up shop.
   And if you’d like help creating a killer homepage for your website, give Alan Myers a call on 0116 278 7788 or email ideas@leapfrog.uk.com