So, you know what to put on your homepage (You don't? Then you need to check out this first).

Now, how do you decide in which order to put the information on your homepage?

Obviously, this question doesn't have a one-fits-all answer. Yet, these 2 principles that will help order info on any homepage.

#1. Stage of awareness

You need to bridge the gap between what your visitors know about your offer and what they need to know to convert.

Which means, for example: Don't start your homepage with some info that your prospects already know (for example, in-depth description of their problems if they're already aware of them and are looking for a specific solution).

Instead, start with something that taps right into their current state of mind.

#2. Inverted pyramid

Put the most important things first.

Here's a section order that gives a good structure to most of the homepages:

1. What you do / for whom:

• State in clear and plain words what you do, for whom, and what's the benefit.
• Solo flyers: Add your photo.
• eCommerce: Add a CTA button (for ex., "Shop now", "View products", etc.).

2. Unique selling point (if not clear from #1):

• Using clear words, elaborate on #1 putting the emphasis on the benefits and process.
• Solo flyers: For you, it's a mix between "About me" and your unique selling point.

3. Credibility enhancers:

• Testimonials, guarantees, client logos, etc.

4. Overview of your offer(s) with links to dive into each of them:

• Solo flyers and agencies: Services
• eCommerce: Products
• Authors: Books
• Bloggers: Blog posts

5. Credibility enhancers you haven't used in #3 that support claims you make in #4:

• For example, case studies, other testimonials.

6. Specific featured aspect(s) of your offer:

• Solo flyers: Course, lead magnet, book, etc.
• eCommerce: New products, local offers, etc.

7. Anything else that may nudge your prospects closer towards conversion.

Your homepage should form a conversation

Although it consists of different sections, your homepage shouldn't be a clumsy Lego model of a three-legged pink crocodile. These sections should perfectly blend into a conversation - the one you would have with your clients in person, minus the rambling.

Would you ask your prospects to buy from you before they know what you do or whether you do it well in real life? Of course not.

So don't do this on your homepage either.

Sure, you can't adjust the conversation on your homepage in real time while. So it's not that straightforward.

But if you think about what state of mind your prospects are in and follow the inverted pyramid principle, you should be fine.

***

Totally unrelated to anything from this email but Legos:

I made a one-minute stop motion movie about writer's block starring my son's Lego figurines (I'm visiting my parents and clearly have too much time on my hands). It's my entry to an unofficial competition some friends of mine and I were having on Twitter (needless to say, I'm currently winning🏆). I thought it may put a smile on your face.

That, and I also wanted to show off a little because this is the first time I've ever made something like this and it was a lot of fun.

Click here or on the image below to watch it.

Have a fabulous end of the week,

Gill