Your home page is one of your more prominent places to showcase your strengths, benefits and, of course, your unique selling proposition. It also acts as a headquarters to your site, because it will link to your most important content, and most, if not all, pages will link back to it. All visitors will probably see it, so it needs to be good.
Your home page should, effectively, give the visitor an ultra fast overview of what you do, how you do it, and let them know they’re in the right spot. It should:
- Offer your unique selling proposition to help you stand out.
- Direct them to your best content and most relevant pages/posts.
- Have a clear, concise call-to-action.
- Have visuals.
Unique Selling Proposition
Without it, your site will look like everyone else’s. Yes, you might have “the most affordable rates,” but so does every other independent agent showing the same quotes you’re offering. Instead, find something you and your company excel at. Give the prospect a reason to stop and think, “Wow, that’s for me.”
Your unique selling proposition (USP) should be prominent, specific and clear. Whatever your purpose is, it should be reflected in your writing, your pictures and video, and maybe even your name.
If a consumer was to entrust you with their personal information and their business, how is that going to help them? What benefit is there to working with you versus John Smith down the road?
While your USP should divulge your expertise, your strengths and benefits should explain exactly how your new client will benefit working with you.
Here’s an analogy. XYZ Green Tea company may have a top of the line, rare green tea leaf made only in exotic locations, where it’s hand picked and goes through their proprietary process to create a top notch drink. That’s pretty unique. But how will this help their consumer? It’s less toxic? Does it have more potent flavor? Is the caffeine level higher?
In other words, what end result will be better by working with you, as opposed to someone else.
Guide Your Visitors
Your home page is the hub of your website. It should act like it, too. Aside from great aesthetics and superb content, it should point your visitors in the directions they need to go.
- This could be a call-to-action for the visitor who wants to get moving right away.
- This could be a link to a valuable resource, like a life insurance calculator, so the person can figure out what they need.
- This could even be a way to get to your social profiles so they can verify you’re an authentic business, not just a spam site.
From your home page, every type of visitor should have a clear path of where they can go next to get them one step closer to requesting a quote. Some will be highly targeted and informed, others will need to build trust and learn more about life insurance in general.
Cater to the needs of everyone, while still attempting to get them to take action.
Last, don’t over complicate things. Too many options or too much information can become overwhelming, having the opposite effect to a visitor, even though you were trying to help.