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Digital Publishing

Home Pages for Maxiumum Performance

 

Your home page is the window through which you entice your visitors to gain some benefit for an exchange of value - whether that be a subscription or sale. There is a proven logical sequence that walks the reader through a natural progression to the desired call to action.

Headline

Provide a succinct reason to read on, reflecting a key aspect of value: “Why spend $100,000 on xxxxxx?

Introduction

A short introductory paragraph elaborates on the bold statement above and provides a reason to read on. Don't have anything alongside this in columns that may compete for attention. At this point you want your reader fully engaged.

Motivated Call to Action

Some of your readers may be highly motivated visitors that don't need to be convinced. Give them an easy way to complete their desired action. You can still continue to express your value proposition for those needing more guidance.

Primary and Supporting Expressions of Value

Testimonials are a powerful way to support your value proposition. However, they rarelyreplace stating your value proposition explicitly. We consider testimonials and endorsements “supporting” content, which should be positioned on the page secondary to primary content.

Using Video

Video is very popular right now and there are varying degrees to which it is being used to replace text. Relying solely on video to communicate value to a new visitor is risky. Youeffectively replace communicating in a fraction of a second using text with with a minute of video. This doesn't work well with those on time constraints or short attention spans. While video content may be more effective, your visitor may have bounced before the video would take effect.

Testimonials

Testimonials increase conversion when used in close proximity to the value-exchange elements on the page—the form or buy button.

Next Clear Step

Provide a clear next step, and an explanation of subsequent steps. This tactic produces a low-friction and low-anxiety way for the visitor to engage.

Call to Action

The final step in the page is the call to action. This may have several components, such as a guarantee and security assurance.

Follow proper thought sequence. The headline gets initial interest and leads the visitor to primary content that expresses value. The expressions of value should lead the visitor to want to act.

 

 

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