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Optimizing Homepages: How a clear objective can increase conversion

Think of your homepage as a large house. Your visitors arrive and should be warmly greeted and drawn inside. Then you guide them to the room in the house where they should go and ensure they feel at home.

But if your guests feel at all unwelcome or are left to wander about the place on their own, then you are a poor host whose guests may not want to return.

Every homepage needs to guide its visitors to a specific place. As a marketer, you should ask yourself, what is that place — that main objective of my homepage? What is the dominate message it is trying to communicate to visitors? Until you are clear on that and every element on your page supports that objective, your visitors will experience anxiety, and your page will underperform.

In this Quick Win Clinic, Flint McGlaughlin, Managing Director, MECLABS Institute, looks at a homepage submitted by Central Berkshire Habitat for Humanity that has no clear objective. Its visitors become lost somewhere in between the disjointed pictures, ads, video and phrases. Watch now to get ideas for clarifying a homepage’s objective to increase clicks and performance.

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