So, you know what products and/or services you sell-that's easy. But, do you know why you sell those products and/or services?
More importantly, do you know why your customers buy the products and/or services you sell? If you don't, you're making a big mistake when it comes to designing your homepage.
Competition is stiff on the internet. Your customers and prospects have lots of choices when it comes to deciding where to buy the products and services you sell.
If, when they visit your website, it's apparent you have no idea what they want or why they want it, it's very likely they'll find a company who does understand them. And, when they do, they'll purchase the same products and services you offer, from your competitor instead of from you.
If you want your homepage to turn prospects into customers, you have to prove to them you understand what their needs are and that you're confident your products and services will meet those needs. And, it's not just about their needs. You have to show them you know what they want and that you understand why they want it.
This can be easily accomplished in a couple of ways.
One thing you can do is to survey your current customers. When they come in and purchase something from you, offer them a small discount if they'll first fill out a short questionnaire about why they purchased what they purchased and why they purchased it from you.
Another thing you can do is research your target market. The internet has made this process incredibly easy and if you don't have the time to do it or don't want to do it, there are plenty of freelancers out there who'll be willing to do research for you at a pretty affordable price.
If you want to do the research yourself, start by looking around the internet in the way your customers or prospects would.
Once you've gathered some information about your prospects and customers, using either of the above two methods or some other method, use that information in the copy on your homepage to let your customers and prospects know that you understand their needs and wants.
Then, show them how your products and/or services will meet their needs and wants. When your customers and prospects feel like you know them and they're confident your products and services will meet their needs, you're likely to have a customer for life.