If you’re a home builder, your website is the first impression that potential customers will have of your company.
Make sure to put yourself in their shoes and ask what they would want to see if they were viewing your site for the first time.
Your homepage should be more than just a list of homes because this won’t tell them anything about who you are as a business or why they should trust you to make their biggest investment in life.
Well, no worries.
Because this blog post will go through the 7 key things you should put on your homepage.
But before that, let’s talk about what your home page should not have.
What’s the biggest mistake we see home builders make on their homepage?
They’re giving too much information. That’s it.
We often see builders cram in as much information as possible on their home page, without considering the aesthetics of the page or the crucial elements it needs to have, to make them trust you and take action – in other words getting in touch with you.
Your Homepage is like a reception area of your website
Your home page is not the place to go into too many details about all your services or who you are as a company.
Rather, you need to think of your home page as a reception area of your website. It should direct users where they need to go quickly and intuitively.
Your customers land on your website looking out for different things:
- They want to read about you
- They want to know about your specific services
- They are looking to know your building process
- They want your contact details or
- They simply want to educate themselves by reading a few of your useful articles about your industry and work process
And the job of your home page is to direct them to these details as quickly as possible.
What is Bounce Rate?
Bounce rate is the percentage of people who visit your website (home page) but leave without taking any action (like viewing any other page or filling a form).
It means that your visitors bounce off the page. A higher bounce rate is the indicator that your home page is not performing well.
And getting your home page right will help prevent this issue and ultimately increase conversions.
So what should you post on your home page?
Below are 7 key elements you must put on your home page that engages your users and get them to the further pages.
1) Clear and Concise Tagline on Top
As soon as someone lands on your website, they should quickly understand what you’re specialized in. That’s where your tagline is really helpful.
For example “We are Luxury Home Build Specialists in Sydney”. That clearly tells a visitor where you operate and what your specialty is.
Another good example of a tagline can be something along the lines: “We Make Your Dream Home a Reality”.
This tells visitors that their home will not only be built by a skilled builder but they’ll get something special, tailored to meet all their needs.
A catchy tagline is the first thing your visitors will see. It should be clear and concise, ideally less than 30 words long. And it must convey what problem you solve for your customers.
2) Well Defined Promotional Area
The promotional area is a section that just goes underneath your top banner.
It is a section of the page where all your main services are showcased so people can learn more about what you offer.
That’s where your home page should work hard at getting your visitors to where they need to go, by going to a particular service they’re interested in and read about it.
The best way to layout this section is to have three horizontal columns. Each column has an individual service name along with a relevant image and its description underneath, and then a call-to-action button under each of them.
Do not make this section too busy, just make it cleaner and well-designed.
3) A Useful Lead Magnet
On your home page, you can offer a downloadable lead magnet (or freebie) to entice the visitors to fill in their name and contact email.
Your lead magnet should be something that will appeal to your target audience. For example, if you are a renovation expert, you might offer a short guide on “5 Essential Things You Must Do For A Successful Home Renovation”.
Apart from the guides, you can also use design range, checklists, or anything that’s educational information that helps them make an informed decision before they hire a builder.
This is also a great and effective way to generate leads without spending extra money on buying new traffic.
Once they become a lead into your CRM, you can send them an automated email sequence that educates and nurture them further about your services, your building process and share the things you want them to know and take them closer to consider you.
4) Clear Navigation and Call-To-Actions (CTA)
Your home page must have clear and visible navigation at the top, linking to all your main web pages
Call-To-Action buttons are also another crucial thing that you must have in every section of your home page.
For example, if you have three services listed on the home page, each service must have a CTA button that goes like “Read More” or “I want to know more” so the visitor can move to those pages directly without navigating too much and getting overwhelmed.
Similarly, if you got three projects featuring on your home page, you must have a CTA button underneath that says “View All Projects” so your visitor knows how they can view all your completed projects.
Make sure your CTAs stand out and capture the visitor’s attention so they know where to go next.
5) Completed Projects
If you build beautiful homes, why not show them off to your visitors and make that first impression?
As a home builder, you should have two or three of the best projects on your homepage that you’re proud of. And each project must be linked to their individual case study page.
Don’t forget to include a button that takes them to your projects page where they can see your complete portfolio.
Your best work must be used to impress your potential customers, so they can get a better visual idea of what your company produces, which increases the chances of a future sale.
6) Social Proof
You want your homepage to build trust and authority with your audience. That’s why testimonials are a must.
Video testimonials are preferable, but in case you don’t have videos right now, feel free to use written testimonials from your happy clients, but they should be detailed, not something like “Jack is so professional and friendly!”
7) Awards and Certifications
You’ve won awards for your awesome work. Yay!
That’s another way to build social proof. Put them on your home page to show off your pride, somewhere near the footer.
If you’re a member of some builder associations, put their logos near the footer somewhere.
Awards and certifications are a great way to build trust and let your prospects know that you’re qualified to help with their project
Now what to put on the remaining website?
So we have outlined 7 key sections every home builder must include on their homepage to increase conversion.
If you’d like to know more about what to put on the remaining part of your website, here’s another article you may find helpful