5 Key Questions Your Homepage Should Answer

Sounds like you're gearing up to share some valuable insights! To keep those hot leads engaged from the get-go, you'll want to ensure your homepage is a powerhouse of compelling content. What's your tried-and-true method for determining whether a homepage hits the mark?

1. Who are you ?

The first thing that your homepage needs to answer is who are you? 

When visitors land on your website, whether from social media, Google, or Pinterest, they're eager to understand who you are and what your brand stands for. While a detailed autobiography can wait for the about page, your homepage serves as the perfect opportunity to give them a quick glimpse into your identity. A concise snippet about your brand, accompanied by a friendly photo of yourself, helps establish that crucial initial connection. It's about making a memorable impression and inviting them to explore more about your story and offerings.

2. What Do You Do?

Your homepage needs to leave no doubt about what you offer and why you're the perfect choice for your visitors. Whether they found you through Pinterest or a specific Google search, they want to know they've landed in the right place. Being ultra-clear about your expertise right on your homepage is key to keeping them engaged and guiding them to explore further.

Be specific. For instance, if you're a web designer, specifying your specialization, such as being a Squarespace designer, helps potential clients understand if you're the right fit for them. While you might have skills in other platforms like WordPress or Shopify, focusing on your main expertise streamlines the process for visitors. It's about attracting the right clients who are aligned with your offerings and helping them move closer to becoming your clients.

3. Who do you serve?

When someone lands on your website, they're what we call a 'hot lead' in the digital marketing world. You've already nailed one of the most crucial steps in attracting new clients: getting them to your page.

Now, your task is to assure them that they've found the perfect solution to their needs. By explicitly stating on your website who you serve, you're doing yourself a huge favor. Here's why:

• Connecting with your dream client: When you speak directly to your ideal client on your website, it resonates deeply with them. They feel understood, valued, and they think, "Yes, that's me!" It fosters a strong connection and sparks their interest in what you offer. You want your future clients to feel like you 'get' them.

• Weeding out mismatches: Let's face it, not everyone who visits your website will be a perfect fit. By clearly defining who you serve right on your homepage, you quickly filter out those who aren't your ideal clients. This saves everyone time and energy.

And if you're thinking, "But I don't have a niche," don't worry! You're in good company. Not everyone niches down to a specific industry or specialty. You can focus on broad job titles and personality traits instead.

For example, on my homepage, I outline who I serve in my "mini about" section by stating that I'm a "conversion copywriter for creative entrepreneurs, marketing strategist for business owners and course creators..." This lets visitors know that I specialize in helping entrepreneurs and small business owners who value storytelling and want to boost their sales.

If you're not a fan of a narrow niche like me, focus on your ideal client as a human. Think about their personality traits, desires, and problems, and tailor your messaging accordingly. It's all about making that connection and guiding them towards working with you.

4. How can One benefit from your services?

Focusing on the benefits of your services is crucial for grabbing the attention of your potential clients. Here's a breakdown based on your instructions:

What are you offering?

Photography for adventurous couples looking to elope in unique locations, with the option of having you as their officiant. You handle all travel and logistics, ensuring a seamless experience from start to finish.

Why do people need this service?

Couples who are eloping without family present still want stunning wedding photos to cherish. They're seeking a photographer who shares their adventurous spirit and is passionate about capturing their special day in unconventional settings.

Where are they in life when they need you and your services?

These couples are recently engaged and have decided against a traditional wedding. They're drawn to the idea of eloping somewhere extraordinary and are in the early stages of planning their adventurous ceremony.

What do you offer that other service providers in your industry do not?

You offer a unique surprise elopement package, where couples relinquish control over the location selection and let you plan a one-of-a-kind experience based on their preferences. This includes everything from travel and lodging to location scouting, providing an unparalleled adventure that sets you apart from other photographers.

By emphasizing these benefits, you're showcasing the value you bring to your clients' special moments and positioning yourself as the perfect solution for their elopement needs.

5. What Is The Next Step?

Your homepage is like a welcome mat for your visitors, but without a clear next step, they might feel lost. So, imagine stepping into your client's shoes: they've found your website, they know what you do, and they're interested in how you can help them. But when they reach the end of your homepage, there's nothing there to guide them.

To avoid this, you need to show them the way forward. Don't leave them guessing or searching for what to do next. Whether it's viewing your services, downloading a resource, booking an appointment, or filling out an application, make it crystal clear. Your visitors aren't mind readers, so tell them what you want them to do next. It's all about making their journey smooth and straightforward.