PublisherSol Minion Developmenthttps: Marketing small business

What's the first thing people see when they look you or your business up online? Your Web site's home page should seek out and grab hold of clingy customers, not repel them like Bounce does static. If Google is saying you bounce too much, there are some ways to reduce it. When someone lands on your site and can't find some compelling reasons to stick around right away, they're gone (or they "bounce") and you probably won't see them again. When it comes to landing pages, it's vital to immediately answer three questions: "who are you", "what do you do", and "who says so".

This is something my business advisor has frequently talked about and confirmed many times with other clients he consults. On the Internet, content is king, but layout and placement to convey your message is key. While your advisor (and possibly copy writers) will help you craft the message, your Web designer will turn that message into visible, easily digestable chunks for your Web site. Web designers are familiar with the anatomy of an effective home page and can help you answer the three burning questions everyone who visits your site is asking.


Customers and prospective customers should be able to easily identify your business at a glance - the easiest way to do that is with a logo. A prominent (but not overbearing) brand presence should be visible. Most importantly, your home page should be a compass for first time visitors or for return visitors searching for information about you, your business, or your products and services. It shouldn't be a site map, but should give brief introduction of your company and point them to where they can get details on the services they are seeking.


Carousels are popular, but can also be overdone. Having a divided section highlighting your core services or recommended products can increase the visibility of everything you offer. Service and/or product descriptions on the home page should be short (1-2 sentences) and the most important information which answers the first two questions (and at least one call to action) should be above the fold. Your navigation, also known as microcopy, should point visitors to the right department or provide them with an easy way to contact you directly.


Testimonials, which feature your current customers telling your future customers how you saved their bacon, are a compelling way to convey your expertise to a visitor. Including them, with attribution (and a link to their business) gives weight to the claims you make answering the previous two questions and highlights some of your most evangelistic customers. As a small business, it's important to build a sales team from every one you meet and do business with.

Crafting a great landing page requires strategy and an understanding of your customers. Great content will bring your customers to your site, but it's up to you to answer the "who", "what", and "who says so" questions to keep them coming back.