The static homepage is dead

While most people associate first impressions with meeting someone in person, the same phenomenon occurs when someone lands on your website for the first time. Sometimes you know who they are, but often they are anonymous. In fact, 67% of the buyer’s journey is done before they indicate any buying signal, and about two-thirds of potential buyers walk away after a bad experience.

Why every web page needs a purpose.

When you think about it, your website is your storefront, it’s the window into your brand. It says who you are, what you do and tells the visitor what they can expect and how they should feel.

Many companies fall short because they don’t spend enough time thinking about the first time someone will experience their website. They usually have one static homepage and then create zillions of landing pages to personalize for promotions because it’s troublesome to get the website changed. Even if you have first party data, much of what you do will be lost on anonymous visitors because they’ll land on your site and leave before they’ve had a chance to soak in all you have to offer. The static homepage is dead.

Research shows that people make up their minds about something in less than half a second. They form an impression when they first see your site. If that impression is positive, it’s likely they’ll continue to explore your site. If they don’t like what they see, they’ll leave. Studies show that customers who have a positive experience tend to spend 140% more with a given brand.

So, what should you be doing?

1. Check your site speed often
2. Focus on the customer experience and put your critical content and messaging above the fold.
3. Avoid flicker whenever possible
4. Personalize for all visitors, even anonymous ones
5. Beauty is in the eye of the beholder and poor design is often associated with mistrust of a brand.

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As Australia’s premier digital marketing agency, GK Web Agency has a reputation for delivering marketing that works. We make the web with an team of digital marketing experts. So if you’re looking to grow your business with a stellar marketing strategy, reach out to us! We’d love to chat with you about how we can take your marketing to the next level.