Learn your brand’s core emotion so that you can connect with more clients & build a business that’s true to you.
The homepage of your website is likely one of the most high traffic pages you have. It’s a place where you can make a connection with your soul-aligned clients and encourage them to take the next step towards booking with you.
Through working with many clients in my 1-on-1 design experiences, I’ve found that there’s a formula to an impactful homepage design that connects & converts. Once you have the basics covered, you can use design to make it creative and reflect your unique business.
You can swipe & implement this formula to ensure you have a homepage design that is effective and beautiful.
Before you start designing your homepage, you have to answer a few questions.
As you know, I’m a big proponent of strategy first, design second. Your homepage is no different! You need to know the goals of your website and brand so that you can design with intentionality and focus.
#1 goal of website — if a Soul-Aligned client lands on your site, what’s the number 1 thing you want her to do? Book a consult call? Buy your course? Sign up for your newsletter? Define this first.
#2 / #3 goal of website — after your main goal, you’ll likely have a few secondary goals. These help guide your ideal clients towards your main goal. For example, maybe she isn’t ready to book a call now, but she will sign up for your newsletter to learn more from you. Newsletter signups would be your secondary goal.
Who your soul-aligned client IS and what they struggle with? — Get specific on your soul-aligned client and the EXACT problem you want to solve. The more clear you are with this, the better. You want your homepage design to speak directly to that ideal client and her struggles, so she knows “Yes, I’m in the right place.”
Your services and unique process — if you haven’t already, now is the time to define your services and your unique process. What exactly are you offering? Define your packages, offerings, etc. I also encourage you to dig deep into what makes your process unique. What aspects are you bringing to the table that your ideal client can’t get elsewhere? That could be anything including your timeline, client management, your values, final deliverables, a framework you’ve developed, exclusive resources for your clients, etc.
Who you are & who you serve
Your unique process
Photo with a face in it near the top
Call to Action button above the fold (aka. the part of the page somebody can see BEFORE scrolling)
Use your answers from part 1 for these two aspects.
Remember to focus on emotional connection: how do they feel NOW and how will they feel AFTER they work with you? People are inherently emotional and make decisions first with the emotional part of their brain, not the logical part. Use this first second to connect with them emotionally and they will likely stick around on your website longer, moving towards your site goals.
Focus on emotional connection: how does your soul-aligned client feel NOW and how will they feel AFTER they work with you?
2-3 of the most important links / content / pages
Secondary (#2) goal call to action button
This middle section is a great place to get your ideal client familiar with you & your brand. You’ll want to call out some important content in your site, but don’t overwhelm them with too many options. Things that work well here are a short About blurb so they can put a face to the business name, and featured work or blog content.
Secondly, make sure you feature a call to action button for your secondary goals, whether that’s a newsletter opt in or heading to your blog / YouTube channel.
Call to action repeat at the bottom for #1 goal
Get in touch or contact points
Navigation links that aren’t in the main menu up top
If somebody has scrolled all the way to the bottom of your homepage, they are interested in hearing more and feel a connection with you! Use this space to tell them AGAIN what you do and how they can connect with you further. Reinforce the emotional connection from the top of your page and the benefits they will have from taking the next step. A big call to action button here makes it really easy for you to guide in the right direction.
Lastly, make sure it’s super easy for people to find your contact info or a way to reach out to you. You can also include links to pages on your site that are less important,
Once you’ve implemented the 3 sections of your homepage design above, you’re on your way to a homepage that better connects & converts those soul-aligned clients!
A final point I wanted to mention is this. Your homepage is an amazing place to get creative and showcase the purposeful, unique aspects of your brand and business. When designed well, you can attract your ideal clients while repelling those who aren’t a good fit. In that case, your website is working for you, so you are building a more sustainable, lasting business.
Your homepage can be as long or as short as you want. It truly depends on your business and what you want to share. But my number one caution is don’t use too many buttons or CTAs. Keep these minimal and guided towards your most important content, so you can walk that ideal client through your website in a purposeful way.
Too many buttons competing for your readers attention will likely cause decision fatigue. That’s when somebody quickly exits your site because they don’t know what you do next, or they are overwhelmed by choices.
Be intentional with your design and you’ll soon have a homepage layout that is effective and helps you connect with more of those ideal clients who light up your soul and inspire your work!