Three Reasons Why People Visit Your Homepage and Leave

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Everyone checks their website stats right? Of course, we all want to know how many people are coming to our site, what they’re clicking on, etc. It’s an exciting thing to see traffic (especially to a new blog post or offer!)

What isn’t so exciting is taking a look at your Google Analytics and realizing that a bunch of your traffic hits are to your homepage and your homepage only; meaning people get to your homepage and leave. No goodbye, no see you later, nothing.

Today, we’re going to talk about what why people are leaving you faster than you want them too.

 

How to optimize your homepage:

BEFORE YOU START READING, DO THIS NOW:

Grab a piece of paper and answer these questions. Try to answer them as honestly as possible and don’t be shy to go into a lot of detail.

  1. Why are you in business? What drives you to be in business?

  2. Where does your income come from or where do you want it to come from? (products, courses, services, etc)

  3. Who is your target audience? What are they looking for?

  4. What are my primary goals for this website in correlation to my business goals? (For example: To establish my expertise and authority in a niche, build trust and a community, interact and educate with clients)

 

Answer those questions and come back to me.


Hello there! Welcome back. 
It’s no shock or surprise that your homepage is getting the most hits. Since it’s the oldest URL associated with your domain, it probably has the most inbound links pointing to it.

What we can’t do is let our homepage go to waste. That’s exactly what’s happening on a website that has a lot of bounces from the homepage.

Too little options:

You’re not giving them anything. They land on your homepage and aren’t sure where they should go next. This can be due to navigation that isn’t that intuitive or a bunch of moving parts or distracting elements pulling them in multiple directions. You have to find a sweet spot of choices, or “doors”, that you want people to pick and go through.

The typical sweet spot of things that options to present on your homepage, usually just below the fold, is three.

Think about three things that you want visitors to do when they land on your website. Whether that's sign up for your newsletter, check out/sign up for your courses or workshops, or check out your services, use your homepage to funnel them into the certain actions you want them to take.


Too many options:

You’re hitting people with way too many options from the beginning. This isn’t some clothing store where you want to see everything before you start picking things up to buy. It’s actually quite the opposite: you want to funnel people into doing what you want them to. I know, it’s sound manipulative, and maybe it is. People have very low attentions spans, especially since the internet is so damn MASSIVE. People are having to sift through website and website looking for the information that they need. You want to tell them what they need from the beginning and since you’re creating your website with your ideal client in mind, you should already be tapped into what they need or what they’re looking for. Give them that.

Point your visitors to what you want them to see from the very beginning. Running a sale on a certain product? Feature it on the homepage. Created a new freebie that's so bad ass you want to share it with the world? Put it on your homepage. Think about 3 main things you want visitors to do, learn about, or sign up for and feature those on your homepage.


Not sure what you do:

This is a BIG one. People come to your site and they aren’t sure what you do! If they’re coming from Pinterest, they assume that you’re a blogger, but other than that they’re not quite sure what you do and why they should give a damn.

This is where the perfect place to tell them what you do in regards to how you can help them. The same thing goes for your about page. Your about page and the mini version that you put on your homepage are about you in relation to how you can help your audience. Tell them about your personal background, your expertise, your experiences, and tie that back to how you can help them.

Here's something to help get you started:

Fill in the blanks: "I am a (your title) that helps (target audience description) with/reach/learn (what you do)"

Here’s mine: I’m a website designer for creative entrepreneurs who want beautiful websites to convert visitors into customers.

Here’s another one: I’m a website designer that creates bad ass Squarespace websites for creatives that want a beautiful site without all of the fuss.

Think of it as your elevator pitch. 
 

Plan the right content for the most important pages of your website in a few hours with help from this content planner!

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HERE'S HOW TO FIX IT:

Below are some homepage examples from my favorite entrepreneurs for you to check out. Take note of the structure and how they: lead you into selecting options that benefit you (and them!), their design choices, and how all of their copy relates to how they can help their communities. 

ABOVE THE FOLD:

If you haven’t noticed, the trend of website design has been beautiful and bold headers that take up a good portion of the real estate on your site above the fold. (Above the fold is the area of your website that appears first, before you have to scroll to continue).

Here are some ways to take advantage of this trend:

  • Hire a professional photographer to take pictures of you. These types of “branding” shoots are great and multi-purposeful: they give you beautiful high quality images of you to use on your social media profiles and on your about page, and they also get some good shots of you either working, interacting with clients, or in your “work-environment.” You’ve seen these types of photos before: they’re usually of the blogger in front of their laptop, at their desk, in their studio, with their equipment, etc.

  • If you’re a fancy one, get a behind the scenes video of you working, creating, or interacting with a client that plays on a loop (usually with no sound) as your header.

  • A clean and on brand stock photo or graphic works as well. It doesn’t have to be crazy, it can be a simple image that speaks to the personality of your brand. For example, I’m currently using a photo for mine. It has a Mac laptop in it, and a pair of glasses. Simple and on brand for me.

 

 Above the fold content of byregina.com

Above the fold content of byregina.com

If you haven't heard of Regina from byregina.com, go there now and bask in all of her glory! While you're there, check out how she uses the real estate above the fold of her homepage:

She tells you what she does, how that benefits you, and gives you a gift/freebie so you can get aquanted with her expertise immediately.

 

 
 Above the fold content of mayaelious.com

Above the fold content of mayaelious.com

Same goes for branding powerhouse Maya Elious of mayaelious.com. She hits on her target audience's pain points right from the very beginning. Also take note of her use of different colors and variating fonts to create hierarchy and pull your attention.


ASK WHAT THEY NEED OUTRIGHT:

Here is where the 3 choices/doors comes into play. Nail down three topics that you believe that your audience wants to learn more about and give them those options outright.

For example: If you’re a branding expert, your doors may be these:

  1. I’m new to branding and owning a business. I have a branding for beginners course that will walk you through discovering your brand.

  2. I have a brand + website, but I’m not seeing the results I need. Schedule a consultation call with me.

  3. I have a brand + website, and I’m having trouble with being consistent with my visuals. Schedule a call with me so we can design a brand suite that’s perfect for your brand.

Now these above need some refining. They could be a little shorter and bit less fluffy but I hope they help you recognize the point I’m trying to make.

If you’re really tapped into what your target audience needs and wants, this will come to you very quickly.

Make these options on your homepage with buttons that will take them to a page that will soothe their pain point or will help them learn more.

Try this: Take one of your target audience's questions/pain points and turn it into an “I” statement. Then answer that with what you can do to help with that pain point.

 Image credit to Maya Elious at mayaelious.com

Image credit to Maya Elious at mayaelious.com

Once again, Maya Elious does a fabulous job of using I statements (what can't she do!) on her homepage. If you scroll down passed her introduction into her expertise, and some social proof from her past clients, she taps into what her target audience is looking for, and points them into the direction that she wants to lead them: 

 


TALK ABOUT YOURSELF

Add a little about yourself on your homepage as well. Remember, to write this copy with your target audience in mind. Bring up their pain points again and how your expertise, background, career journey, etc put you in the position to be instrumental to their success.

You’re a bad ass girl/guy. Tell them why they need a bad ass like you on their team.

 Image Credit to Nesha Woolery at neshawoolery.com

Image Credit to Nesha Woolery at neshawoolery.com

Nesha from neshawoolery.com does a great job with this on her homepage: she gives her expertise and background, discusses some pain points that her target audience is experiencing, and adds in a little social proof towards the bottom: 

 

 

 


TO WRAP UP:

If you scrolled to the bottom before reading, let’s recap:

Visitors (and let’s keep it 100% real: potential customers) are landing on your website and leaving without exploring more of what you have to offer. Here’s why:

  1. You give them too many options to choose from, or their attention is pulled in multiple directions from the beginning.

  2. You don’t give them many options at all and they don’t know what to do.

  3. They don’t know who you are and why they should trust you or give a damn.

 

We then talked about how you can fix that, including adding images about yourself and what you do in regards to their pain point, giving them the sweet spot number of doors they can walk through so they can arrive at the end result that you want them too, and telling them a little about yourself and how your expertise is just what they're looking for to help them soothe their pain points.

Plan the right content for the most important pages of your website in a few hours with help from this content planner!

Powered by ConvertKit
 

Do you have a lot of hits to your homepage, but not to your blog or services page? I know 3 reasons why this is happening and how to fix them.