Web optimization and search engine optimization (SEO) are not the same thing. One of the main differences is the optimization target. The purpose of SEO is to get visitors to your website utilizing the factors of search engine algorithms and is only one part of website optimization. That’s because the visitors we’re attracting are human, and human factors such as trust, intellectual reasoning, and emotion, need to be considered.
When a new user lands on your home page, you have mere seconds to convince them to stay on your site. Each has a sort of checklist in mind, based on their previous experience. They’ve been scammed before; landed on sites that aren’t at all what they’re looking for; and, wandered down rabbit holes that have wasted a lot of their time. Now, if it feels wrong, they’re gone.
Here are some of the issues we consider to help you pass the first impressions test.
The full name of your company is clearly visible. Logos are great for branding purposes, but many are graphic, so just a logo isn’t enough. Visitors want to know whose site they’re on, if it seems familiar, and if it sounds legit. Having the company name in the footer isn’t enough.
An upfront overview of what you provide, and if it’s available in their location. That intro paragraph is important. You want to give a summary of the business and service area. A user can give this a quick scan to become more confident about you being able to meet their needs.
A statement of the main features and functionality available. Users have a goal in mind and they want to know quickly if you can help them realize that goal. What does your website have that is enticing to your target market? Can they upload a photo and virtually try on eyeglasses? Can they book an appointment online? Can they look at parts diagrams? We use menu items, sidebars, or content headers to let visitors know what the possibilities are.
The Home Page effectively directs users to their desired information and tasks. The end goal of web optimization is “conversion” – converting a visitor into a buyer. The path to conversion starts on the home page but that’s not where the sale happens. Visitors need to be led to the next step. The tactics we use will depend on what you’re selling and could include a search function, image-based navigation boxes, or an on-page quote request.
A noticeable phone number. Visitors are much more trusting if they think they can pick up the phone and call you. For many businesses, that phone call is the next step in the conversion we’re seeking. We want to make that step easy.
In summary, optimizing your home page is to build trust, confirm what’s being offered, and lead users to the next step in the conversion process.
Other Articles in this Series
Web Optimization: Series Introduction
Web Optimization Part 2: First Impressions
Web Optimization Part 3: Navigation
Web Optimization Part 4: Design
Web Optimization Part 5: Features & Functionality
