Hey there it’s Mark CEO of rokket science and today I want to talk with you about the eight absolutely critical elements that need to be on your homepage for it to convert so we see a lot of websites we do audits on website – all the time and we’ve been studying websites and building websites for a long time and we see that there are a lot of websites that are just not optimized to convert and as we’ve taken a look at with some of the other videos we’ve created a good design is absolutely an element of value and it genders trust out here in the the sort of digital realm where we live what’s happened in the last 20 years is that a lot of trust has been lost because we used to do transactions you know belly to belly you know handshake and now we do a lot of stuff online.

Well most of us have been burned some way or another by companies that just couldn’t get it done didn’t represent themselves well and so we’re all looking for who we can trust and good design creates trust and you know it’s pretty well understood now what the elements of a homepage are that convey that trust and that makes someone want to do business with you.

So I’m going to go over those right now so number one is that your site have a top menu on that top menu it’s gonna be your logo that’s going to be at the far left you’re gonna have basic navigation we recommend not more than about a four element on that navigation sometimes you see six or eight we recommend really not a not more than four and then we’re gonna have the primary call to action we want this to be offset with an offset color so it contrasts with the rest of the site and it really jumps off the page that’s gonna be at the top right and it really ideally should be the farthest right element in the navigation.

Okay, number two we’re gonna have a headline and a sub-headline and we’re gonna talk about in some other videos kind of a formula for how to create a great headline there’s some really great examples that we have of you know six or eight different headline formulas that work really well so we want that headline to be clear concise really create clarity of what your offer is nothing too fancy nothing too clever and then below that we’re gonna have a sub-headline.

Number three is you want your primary call to action again so there’s gonna be the primary call to action at the top right of the navigation the furthest right and then below the headline we’re gonna have that primary call to action again number four is the hero shot so hero shot is you know a big beautiful photo of your client getting what they want so this hero shot can be confusing for people a lot of businesses they think the hero shot should be themself like maybe the hero shot for rocket science or our company should be like me or our team well that’s not what it should be the hero shot should be you receiving the benefit or the client receiving the benefit of the product so this can kind of be abstract because it’s not even necessarily them using the product sometimes it’s someone just smiling and really having a lot of joy especially for a product like you know a financial product or something that’s more difficult to convey just with like a product shot but we want to the hero shot should be your client just after they receive the benefit of using your product

okay so maybe that means that they’re happier they’re safer they look better they’re wealthier they’re more attractive whatever they get from your product that image of them receiving that that should be what your hero shot is.

Okay, next number five is how it works so this would be at the steps or the features and benefits maybe a video walkthrough or a demo of your products so a lot of the reason why we go to a homepage is because we want to know how a product works we want to know you know what are the steps involved what do I have to do and so you’ll notice it down below we’ve got a how it works section on our homepage part of the the use of a homepage is to inform someone how to do it or how to use your product someone wants to know how to do that they don’t want to just pick up the phone and call you and say how does it work so we want to have like an example that might be like a kind of a tree where someone walks down through the steps 1 2 3 4 but we want to have some section on the home page that tells them how it works.

All right number 6 is who it’s for

Okay this is going to be a section on your home page and this helps clients understand what your products are about and it helps them convert helps them take the action that you want them to take so we want a section on your home page that is who it’s for and we will align the avatars the different types of customers with use cases of them using it so who it’s for recently we built a website for a company that sells pizza stones thousands and thousands of pizza stones and on the front of that website we created who it’s for section and who it’s for our busy moms and dads who want to grill so if a busy mom shows up on the site she can actually click on that box or that card on the front of the site and it will take her to a page that shows more about what she would be interested in and if a dad who wants to grill on the site he can click on his section and he can go to the page where it tells how to grill with the pizza stone so these are two different avatars they’ve got two different uses and we will present the use case for who it’s for kind of split them apart and give them a place to go so that they can say oh this section is for me.

We want to tell who it’s for on the home page of your site.

Number seven is we want some kind of trust bar now you see that’s a lot these two become very popular these would be potentially customer logos testimonials or customer stories so pretty easy to put customer logos in a bar across the site so that would be people that you’ve worked with in the past get permission from them first but go ahead and put their logos in a trust bar on the site it’s also a great section to have testimonials we really recommend testimonial videos we found they’re great for conversions and really help people to believe that your product can do what you say it can do and lastly is the footer

Now the footer is like extended navigation this is where we put all of the stuff that didn’t fit up in the top navigation these may be different pages of your site they may be sections of your site it may also be a section for your favorites or your most commonly used blog posts and so literally if you’ve got so if you have cornerstone content these are not well written long beautiful blog posts that people consume a lot it’s what really brings people to your site ideally that would be in the footer navigation so there’s not like a blog and then they go to the blog and then they can find that actually put that very most used content in the footer itself put a link right to it it should ideally be not more than one click away from the homepage the footer is also a place where you want to put company information so we always want to put what we call a nap down there that’s name address phone number it needs to be consistent across the site but the footer is a place where we want to have that nap or name address and phone number also company information legal notices it’s important on a site these days to have your privacy policy your terms and conditions and so people know when Google knows what your privacy policy is

All of those things are going to go in the footer so the footer is a great place to have plenty of links your blog posts your your blog link we actually like to put that in the footer really wants to read your blog they can find it in the footer people will scroll it up scroll down to the footer and find what they need down there so you know to keep the top navigation sparse and put whatever you want in the footer and that should work out just fine so those are the eight elements of a high converting homepage you want to make sure that each of these elements are there and you want to make sure that there’s not a whole lot more than that there these are really the the pieces that science and that a ton of data has proved are really the elements that need to be there for high conversions and otherwise it’s helpful to have a lot of white space and plenty of room for the site to breathe and not be cluttered.

Thank you very much again! My name is Mark Lamberth CEO of rocket science.
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