Your home page is one of key pieces of real estate that your company owns. However, I bet, the executives agonized longer on the hanging of the logo on the building or the wall than the web page.
I see too many companies and marketing executives that seem to miss the fundamental principles of the home page. This is the "lobby" before the visitor enters your offices. It needs to be efficient in getting the visitor to the location that they desire.
You have many types of people that visit your web site. Let's take a look at a few.
- Existing Customers - These people are looking to one of the following: Buy more (maybe some type of peripheral, like a slip cover for a cell phone already purchased), need support in getting the item to work, need to have the item fixed, need to download new information or a latest version, etc.
- Potential Customers - They may need product information, they may want to see how customers like are currently using the product, or they may be ready to buy. Make sure you move them efficiently to the next stop on their journey.
- Press/Media/Analysts - You want these folks to feel special. they should have their own section, where a press kit is available, graphics that might be needed in an article or report.
- Investors - They want to know how the company is doing, so make sure they can find your financial information easily. Of course, if you are a private entity and do not want to share, you probably still want to have an email address for investors to contact you.
- Partners - This group makes you money by selling your solution for you. They break down into two groups - existing and potential. Each audience needs its own information. Make sure that there is an application or email for the potentials to get in touch with you. If it is too difficult, they will go to the next vendor.
This is just an example of how a home page needs to used effciently. Have a look at your home page. Is it laid out in a way that these groups can find their way easily and efficiently?
Posts
0 comments: