Your website’s home page is a mirror that potential clients must see themselves in — immediately. That’s why they came.
It is all about them.
If clients don’t see themselves in your home page, they’re gone.
And, just like the experience of looking into a mirror, your client’s interaction with your home page is personal.
It is a one-on-one experience between them and the words on the page, just as intimate as the in-person conversations that you have with them.
But it needs to be the right client for your business and they need to feel that connection.
To attract the right clients, your home page must show that —
#1. You know who they are
When I was a preschooler, I watched a TV show called Romper Room.
The host, Miss Kelly, would look through her ‘magic mirror’ at the kids watching at home and say, “ I see Michael and Susan and David….” The day she said, “Kathy” I nearly fell off the couch!
She saw me! She knew who I was because she said my name.
Your headline should call your client by name
Your home page headline is your first and best opportunity to get your ideal client’s attention — because you are speaking to them alone and they know it.
Who is your ideal client?
- A mid-life woman who is trying to re-enter the workforce?
- A young mom who wants to start a business?
- Someone stuck in a soul-crushing job who wants to find a new one?
Your home page headline can be a couple of words, a phrase, a question. But it must be specific.
Focusing on one client makes your connection with them, stronger
Even if your product or service can help many different people, focus on one person. You can’t and shouldn’t be, everything to everyone. That will dilute the power of your website’s message and its ability to connect.
#2. You know what they want help with
What is the biggest issue that your potential clients know they are challenged by? This is the biggest issue they’ve told you about or you’ve discovered in your market research.
They will know that it’s their main problem because symptoms will pop up all the time.
What are those symptoms?
For my clients, it’s when they find themselves making excuses for their website or the fact that they don’t have one. Or people want to see their services or programs online and they have to say they’ll email the information.
They feel warm leads turning cool. They feel unprofessional and out of touch. And they’re losing credibility, potential customers and money.
Use your ideal client’s words —
Use the words and phrases your ideal clients use to describe these events — and their feelings about them — in your home page copy. That way, they will see that you know and care about their biggest challenge.
#3. You are the one who can help
Your home page should be at least 80% about your client and maybe 20% about you.
Once they know you’re speaking directly to them and that you understand what they want help with, you need to show them why you are the best one for the job.
Show your credibility
Give them information on your home page that shows you’re credible — maybe something in your background that makes you an expert or provide some testimonials.
Show them what the future could be like
Calm any doubts they may have about you or whether their problem is even fixable. And then give them a taste of what life could be like — once you’ve helped them solve the issue.
Share only enough personal information on your home page as is useful to potential clients.
** After Miss Kelly said my name, I sent her a drawing and she sent me a thank-you letter.
If she had a home page today, she’d be rockin’ it! 😉
How do you draw ideal clients to your home page? Share your tips with a comment below.
If you need a hand connecting with clients, head over here to see how I can help you.
c 2014 Kathy Barthel