You’ve built your website and are busting your behind posting on social media, networking within your community, and publishing blog posts in order to drive more traffic to your website. Good for you! But don’t let all that hard work go to waste by having a homepage that’s hard to follow.
Having a great homepage ensures your visitors quickly understand your business offerings, lets them get to know you and what you stand for and invites them to stay connected with you (and ultimately make a purchase).
Based on my experience building websites for dietitian business owners, I’ve rounded up the six essential elements that can turn a nutrition business homepage from good to great.
First, have a headline section that speaks to your customer and their problem. I often see websites that jump right into the solution – who they are, what they do. But before someone can decide you’re the right fit, they need to know you understand their problem. How do they know? Because you tell them right up front that you GET them, by speaking in their language.
For example, “I offer nutrition consulting services for people living with Celiac disease” is not really hitting the mark. It doesn’t give you the warm and fuzzies, and it’s not exactly evoking the “Oh wow, she really gets me” feeling.
You’re better off speaking in the language of your customer, such as “Discover the foods that will help you live well and thrive with Celiac disease.” Now we’re cooking.
2. Your Solution
Now it’s time to tell them what you offer. You can do this with a simple two-sentence mission or description of your business. Generally speaking, your mission should cover who you serve, what you offer, and why you do it.
3. Your Services
This is a biggie, and I often see it missing from nutrition consulting homepages. It’s really important for visitors to know right away what you offer. Not “I offer custom one-on-one nutrition counselling sessions to meet your needs…” and paragraphs of text about what the sessions include and what you’ll cover. This should be succinct and easy for someone to read at-a-glance to understand what services you offer and what they’ll get.
Only offer one type of service, such as 1:1 counselling? Offer multiple packages? Serve different types of clients? No problem – follow the formula below for each service offerings.
- Start with a short, catchy title
- Include a brief blurb or bullets describing:
- What problem it will solve (“Find the foods that will nourish your body and develop habits for managing your Celiac disease with ease.”); and
- What it is/what they’ll get (weekly virtual counselling, monthly in-person visits, meal plans, etc.).
Here’s a note of caution though – don’t feel you need to include eeeeeeeevery single feature or service benefit here. Focus on the most valuable (in the eyes of your customer) and then encourage them to click to your services page to read more about each one.
The goal here is for them to be intrigued and feel that your services might be a good fit for what they’re looking for, and then getting them to learn more.
4. About You
In marketing, they call it the “know, like, trust” factor. You may have the best packages and copywriting on your site, but if people can’t tell who you are and form a relationship with you, it’s all for naught. Give people a little peek under the hood – what motivates you? What makes you unique? Share a little bit of your personality – it may feel weird at first, but it works. People are choosing to work with YOU – so they need to know who you are, like what you’re about, and trust you – let them get to know you on some personal level that feels right for you.
Again, you don’t need to go into your whole life story here – include a few sentences then invite them to learn more on an About page.
5. Free Content
When you’re just starting out, creating tons of downloads (aka lead magnets, freebies, swipe files) may be overkill, but consider what you CAN do. Maybe it’s starting a monthly newsletter with some tips, a roundup of your favorite resources that would resonate with potential customers, or sharing more about your personal story.
You could also start blogging, and of course, you could have a download or two that your customers would find helpful.
Providing free resources accomplishes a few things:
First, it allows your website visitors to learn from you, and get to know you and your expertise before making a commitment. This is critical in establishing yourself as the expert and a trusted resource they want to work with.
Second, it helps you continually connect with them. Some sources say that a person needs to engage with a company/content 5-9 times before making a decision – of course this will vary based on your industry, etc… but notice the number is nowhere near 1. Having people return to your blog, receive your newsletter, or get on your email list and funnel for a downloaded guide will nurture those connections and touchpoints.
6. Calls to Action
Finally, make sure people know what you want them to do. Book a call? Submit a form on your contact page? Purchase a package? Make it obvious throughout your page where visitors can click to move forward. Don’t overdo it – but a button under your headline, under your services, and a banner at the bottom of the page should do it.
Visit some other websites to see how they accomplish this, where their calls to action lead, and how the website naturally guides you further along the journey towards purchase.
People are scanning websites at record speed – within a few seconds they need to understand who you are, what you offer, and decide if you’d be a good fit for what they’re looking for. They need to easily be able to find more information – whether it’s about you, your services, or to get in touch with you.
A great homepage balances form with function – I definitely encourage you to have your personality come through and speak to your customer – but do it in a way that’s concise and clutter-free, so your website visitor can quickly move from being a stranger to an interested potential client.
Do you have these six elements on your homepage right now? If you’re looking for some help coming up with ideas, or you see some things missing from your own site and need help making some changes, let’s chat. I help dietitians design websites that will attract more clients, grow their businesses, and reduce the stress that comes with website design 🙂