Web Marketing with Bill Fukui

Recently, we were asked to submit feedback on a formum discussion on home pages. The question, “What is the purpose of a home page?” is misleading in that it assumes that there is one right answer. The reality is: the purpose of an effective home page will differ from one business to the next, and even one practice to the next.

For instance, the purpose of the home page for a branded, product-focused website, like www.sony.com, will be much different than a service-based business website, like a dental provider’s site. Product marketing is much different than service marketing.

Even your target audience should impact the purpose of your home page. For instance, if your strategy is to get consumers to type in your website address after seeing your mass media advertisement or after being referred by an existing patient, the purpose of your home page is quite different than if the majority of your visitors don’t know you or your domain and simply found your site while researching on the search engines. Non-bonded visitors have a lot less patience on a website than a visitor that is already familiar with you.

The fact is there isn’t just one purpose. To take it one step farther, every home page should accomplish multiple objectives, not just one. Some objectives you should consider when developing your home page:

1. Image – It must project a high quality image that reflects the level of dental services you offer. Image is import, but it’s not everything.
2. Credibility – Your home page should also help you establish or elevate your level of credibility.
3. Transition – Many visitors are still in “scanning mode” when they get to your home page. An effective home page quickly gets visitors to realize they have reached a good destination. Only then do they slow down and transition to “reading mode.”
4. Leads – Your home page is usually the most frequently viewed page of your site. Therefore, it needs to also convert visitors into leads.
5. Brand – Home pages should further your brand and work synergistically with your other advertising efforts and messages.
6. Usability – Make sure visitors can find what they want without much work, and get them to destination pages with one click, or as few as possible.
7. Search Engines – Home page content is also important to helping your website secure top search engine placement.
8. Compelling – Your home page must motivate visitors to click deeper into the website. “Next step” links and calls-to-action are vital.

There are a lot more objectives beyond this short list. However, the point is: spend a little more time to identify your business and visitors, and you will have a home page that better meets your needs, objectives and purpose.

Bill Fukui
Page 1 Solutions