Motivating your site visitors to go from one page to the next and eventually take a desired action on your site is called “momentum.” Building momentum generally follows the old “AIDA” formula of creating Attention, building Interest, creating Desire, and taking an Action. The tricky part is if there’s not a clear path laid out for your site visitors leading them to a desired action, oftentimes the sales process moves them away, rather than toward, a successful conclusion.
Therefore, momentum encompasses more than usability issues. It’s really about anticipating what your visitor needs to see, where he or she needs to see it, and when it should be seen. It’s about providing enough choices to keep the visitor engaged, but not so many that he or she becomes confused or overloaded. Momentum is also about positive movement, which is up to you to provide.
Here are three things on your home page you should focus on from your friends at Dale Carnegie Training of Alabama:
Let your visitors know they’re in the right place — The easiest and quickest way to do this is with a well-crafted headline that states a recognizable benefit. Doing so will transform a “surfer” into a visitor that wants to know more. The best methodology for accomplishing this is keeping your headline focused on one, big idea or benefit that your product or service addresses.
Communicate a clear Unique Value Proposition — Pay off on the big idea proposed in the headline by empathizing with your visitor’s problem, concern or desire, and succinctly stating why your company is the one that can best offer a solution. Keep it to a paragraph or two that clearly states your UVP (Unique Value Proposition) and use targeted bullet points that can be easily scanned.
Move your visitor deeper into the conversion process — The most effective way of doing this is by incorporating hyperlinked key words and key phrases in the lead that your visitor can click on and drill down for more information. Remember, your site visitor wants to immediately know if you have what he or she is looking for. Stay focused on what’s important and don’t assume the visitor will figure it out for him or herself by clicking on sidebars or top-of-the-page navigation bars. It’s simply a matter of taking your visitor by the hand, qualifying what he or she is looking for, and leading him or her to the call to action.
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