Many B2B businesses provide complex and specialist products and services. On your homepage, you need to provide users with easy to understand signals about your company, your services, and your products. Detailed and complicated information and product specifications must be reserved for their own dedicated pages.
A complicated or incomplete homepage can scare away your visitors. However, an intelligent and simplified approach to your homepage can work wonders in converting visitors into customers.
Here are five critical elements that every B2B homepage needs to have.
1: Prominent and Interactive Contact Information
It is vitally important that all contact information is placed prominently, where all visitors can see it at a glance. Most B2B businesses rely on phone or email enquiries, so displaying this information prominently on the homepage gives the visitors a direct and immediate line of communication.
Making sure that the contact information is interactive is also important. For example, the phone number on your homepage should be coded to ensure that people visiting from their mobile phone will be able to just click and call.
2: Images explaining your services or products
People tend to focus more on images than large paragraphs of text. Whether it’s a key service or a best-selling product, a banner or any graphic depicting what your company offers will attract the attention of the visitors and quickly give them a good understanding of what you have to offer.
3: A clear list of your benefits
It is not only important to describe what you do, but also why it matters. Have made it clear in your homepage why your visitors should choose you over your competitors? What do you offer that your competitor’s don’t? A bullet point list of your strengths, placed in a prominent position on your homepage, can convince potential customers that you are the correct choice.
4: Strong trust signals
The internet is a big dark place, so it is important to display prominent trust signals to show your visitors that you are a legitimate company that can be trusted. Examples of effective trust signals include official accreditations, customer testimonials, and awards.
5: Dominant calls to action
What do you want potential customers to do when they reach your website? Phone you? Complete a form? Place an order? With dominant calls to action, you can guide your visitors to what you want them to do.
Prominent calls to action can have a huge impact on your conversion rates. Clear and direct instructions, even if it’s something as simple as “call now”, can make all the difference.
A well-designed homepage will immediately give customers a good understanding of your business, your products and your services; driving conversions whilst creating a strong impression that you are the best in the business. Does your homepage includes all of these elements?