Value proposition
A value proposition is a statement that explains what you do, the benefit you provide, who you help, and why you are different. The visitor should be able to find this out within the first few seconds of visiting your website.
A value proposition can consist of a headline, subheading, bullets and tagline, but you don’t need all of these elements.
Displaying the main benefits
When a visitor arrives on your webpage you need to grab their attention and tell them why they should choose you. Chances are, they have seen other websites offering something similar so make sure your benefits are on display.
Show the company background
Your visitors want to find out more about you. Once they know that you can help solve their problem, build trust by telling them about the founder or the company’s background. If users know and like you, they are more likely to trust you and buy from you. Use real photos and write like a friendly human – not in a boring, corporate sounding way.
Contact information
It is very important for contact information to be clear. Display any phone numbers or physical addresses. Show social media icons etc. Make it clear that you are a real company with ways to be contacted.
On service based webpages, people often expect a contact link on the far right of the menu. Contact information should also be repeated in the footer.
On landing pages, you may want to remove some links in order to minimise distractions but visitors should still be able to see that they can contact you if they need to.
Social proof
Make it very clear that you are a trusted company or individual by showing some social proof above the fold. Ideally, reviews from a third-party service like Trustpilot should be used.
Use trust building logos
Using logos from publications featured in, clients worked with and awards won can boost conversion rates.
Easy navigation
The homepage typically acts like a shop front for your website. It should tell visitors what you offer and make it easy for them to find more information.
Sections should be clearly identified and grouped together so that the visitor can find what they are looking for easily.
The most important pages of your website should be prioritised first.
Use a social wall
A ‘social wall’ is a large section of social proof. Typically it is a full-width wall of testimonials, reviews, user-generated content, before and after pictures, social media screenshots etc.
These elements can be very powerful.
Show the Locations You Cover
For service based businesses, it is very important to make it clear which areas you do, and do not cover. Make this prominent on your homepage and landing pages.
Show the Main Call to Action (CTA) Above the Fold
When someone lands on your page, the should immediately know who you are, what you do, how the will benefit and what to do next. This is where your call to action comes in. Show it early on the page – ideally without the visitor needing to scroll.
Show a ‘how it works’ section
Your visitors want to know what the process is when they work with you. Show them exactly what happens when they choose to work with you – step-by-step so there is no confusion. Make your process as simple as possible so visitors are no put off by long, complicated processes.
