Is your b2b Homepage sticky?

Does it have the search-satisfying glue of relevancy that confirms your prospect’s search and saves you from the click-of-death?

Whether it’s corporate ego, design gone wild, ignorance of search behaviour, or all of the above, the b2b Web is riddled with Home pages that are about as sticky as a billiard ball.

Filling Home’s above-the-fold real estate with 90s-style “Welcome to our site” messages full of “we, us and our”, or with non-relevant images or Flash! extravaganzas—no matter how aesthetically pleasing or “important to the site owner”—ignores everything we know about the arriving searchers’ immediate needs.

I’m not advocating Home pages without graphics. Au contraire, images of products are often part of the instant search affirmation your visitor wants. (Stock shots of smiling models who obviously aren’t employees or library images of ruggedly handsome guys in suits shaking hands, are a rant for another day).

But, images included, your Home page must anticipate and feed the visitor’s incoming interest.

Searchers are not patient.

Whether they arrive via natural or paid search, they want their information needs to be satisfied immediately—instant confirmation that they’ve come to the right place, that your site answers the questions inherent in their search.

Whether they arrive via natural or paid search, they want their information needs to be satisfied immediately—instant confirmation that they’ve come to the right place, that your site answers the questions inherent in their search.

Whether they arrive via natural or paid search, they want their information needs to be satisfied immediately—instant confirmation that they’ve come to the right place, that your site answers the questions inherent in their search.

If the page takes more than a few seconds to assure them their search has succeeded, they’re outta there—gone to the next vendor in their search results.

Coat your Home page with adhesive!

Clearly identify your product or service, show that your visitors’ needs are understood, and assure them you have the solutions.

Include a credible, customer-focused value statement about why you should be their vendor. Make sure your web copywriting uses interactive voice (less “We”, more “You”), and speaks in the prospect’s language, not the company’s.

And do it “above the fold”—with little or no scroll required.

PS: Visitors don’t all arrive at your site’s front door. Depending on the search term they type into their search engine, they can enter anywhere on your site.

All of the above applies equally to any page that may be your first exposure to a new visitor-prospect—, notably leading product/service category pages.

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