Does Your Homepage Answer Your Visitor’s First Question?

When someone clicks on your website link and arrives at your homepage, they are still in scan mode. They are searching for the answer to one specific question. If they don’t find the answer quickly, they will move on to another website. 

What question is top of mind for your visitor? It’s Do I belong here?

They aren’t looking to read about your mission and vision, who you are, and what your organization is doing. They aren’t asking when your business opened, or why.

They aren’t looking to read about your newest developments or how you approach different types of projects. They aren’t even looking for testimonials yet, as important as those are later on.

When they come to your website, their first objective is to figure out whether to hang around and learn more or bounce to another website.

Whether or not they hang around depends on how quickly and succinctly you answer their question: “Do I belong here?”

They want to know if you understand their problem. If you help people like them. If this website is the right place to find the answers and solutions they need.

Your homepage has mere seconds to answer their question of “Do I belong here?” before they click away and move on.

Why Homepages Miss Connecting with Visitors

Many websites do not answer that question quickly or clearly on the homepage. Why not? The homepage often: 

• Reflects the company’s point of view rather than the visitor’s. 
• Highlights vision, origins, services, credentials, or the latest breakthroughs.
• Assumes visitors know exactly what kind of business they are visiting. 

Homepages are often written with elaborate content to make visitors feel welcome and appreciated. It’s great to help visitors feel important, but wait till they’ve decided to stay. Let them know they are in the right place, then give them a generous welcome.

Think about a brick and mortar store. Your team welcomes a visitor after they walk in the door. But the sign on the door and the window displays let the person know what kind of shop they’re walking into. If there was no signage and the windows were closed-curtained, a passerby wouldn’t walk in, no matter what an amazing welcome you have planned inside.

How to Answer Visitors’ First Question

What type of homepage content answers visitors’ first question? 

• Clarity about who you help.
• The problem you solve.
• The outcome folks are looking for.

You can accomplish this goal with one succinct sentence, easily visible at the top of your homepage.

For example:

We help [who] looking for solutions to [problem] so they can [desired outcome].

Fill in the blanks for your business and then shape it into words that sound like you. 

A Quick Way to Check Your Homepage

Are you ready to check your homepage to see if you answer your visitors’ first question: “Do I belong here?”

Take a look at your homepage. Ignore your logo and menu. Read only your headline and subhead. 

Ask yourself: Would a first-time visitor read that headline and subhead and know who and what your website and business is for? Would they know what problem you solve? For whom? With what kind of outcome?

If yes, then you can expect the right visitors to stay on your website and look around. Be sure your homepage content confirms their initial impression and gives them clear direction on what to do next.

If no, it’s time to tweak your homepage headline and subhead to answer your first-time visitor’s question: “Do I belong here?”

Remember, your homepage isn’t about you and what you offer. It’s about your visitor and what they need. When they feel understood, they will likely stay and look around.