Your homepage serves as your dealership’s first impression to all website visitors. Therefore, it is considered one of the most important pages on your website. Because after all, you don’t get a second chance to make a great first impression. Right?
Does your homepage have a lot of links, pictures, text, and color? Homepages like this make it seem as if you don’t care about the impression you are giving to website visitors. Visitors will think “if they can’t organize their website to make is friendlier for me to use, then I wonder how they conduct their business?” Take a look at the homepage below. Isn’t it pretty distracting and hard to understand what to do next? With all of the links, colors, images, and unclean design, visitors can be easily overwhelmed and unsure of what it is you want them to do next. So keep it clean.
It goes beyond design though. You also have to be able to create some great content in order to keep visitors engaged. Sometimes, coming up with fresh, quality content can be a time-consuming challenge. We created this blog post to help you update your homepage on a regular basis without having to do too much on your own.
Keep these things in mind when drafting content for your homepage:
- Does your homepage clearly answer “Who I am?” and “What do I do?” Your homepage should tell visitors what types of equipment you carry, an overview of your services, where you are located and what area you service. You should also mention any awards you may have won and things that set you apart from your competition. If you have an upcoming event or a current promotion going on, it’s a great idea to have it on your homepage too. If visitors don’t know within seconds what it is that you do, they won’t stick around.
- Does it include a clear call-to-action? Great homepages effectively use calls-to-action in order to direct visitors to the next logical step. For example, if you have a open house/demo day coming up, have an RSVP call-to-action. If you want to let visitors know about ways to prep their machinery for winter, have a ‘Learn More’ call-to-action. Clear calls-to-action tells visitors where they need to go next on your website so they aren’t overwhelmed or lost. They also help turn your homepage into a lead-generation tool and not just a brochure.
- Does my homepage reflect seasonal changes? Homepages that are changing to reflect the needs, problems or questions of their visitors keep visitors engaged and coming back for more. Just as your in-store inventory changes for the seasons, your website content should do the same. For example, if your having a winter equipment sale, this information should also be on your homepage. But take it a step further and include helpful safety tips for driving on icy roads or snow removal.
Your website’s homepage is the virtual front door to your dealership. Just like with your brick and mortar store front, if a visitor doesn’t like what they see, they won’t stick around. Make sure that your website not only looks good, but also informs visitors of the important things your dealership has to offer them.
If you have any questions about the content on your homepage, or if you are looking for a design consultation, please feel free to leave us a comment in the section below.