By now you’re probably well aware that the homepage is extremely important to the success of your overall website. What you may not be aware of is exactly what makes a homepage function optimally for your marketing purposes.
What is the homepage supposed to do?
It actually only has one job.
That job is to direct traffic to the information your visitors really came to the site find. That means your job is to make the information on the homepage as clear and easy to access as possible and to prevent visitors from being distracted by anything that would take them off course.
Here’s what should be on your Powersports dealership homepage in order to nail that goal.
The first thing visitors want to know when they reach your site is precisely where they are. Did they make it to the right place?
This one is really easy to get right, but you’d be surprised at how many businesses mess this up. The biggest mistake we see if having a confusing URL.
When you select the URL for your website, you want it to be as clear and concise as possible. Avoid overly lengthy web addresses. That being said, you want potential customers to be clear on who you are. So don’t shorten the URL so much that it doesn’t make sense.
Another mistake is failing to put your logo in an easy to find place on the homepage. Your logo should be at the top left corner, plain and simple.
Why there? Because that’s where pretty much everyone puts their logo, and that’s where prospective customers expect to see it.
The next bit of information you need to provide on the homepage is what you offer. All this takes is a simple, 1-click menu at the top of your page. The menu should link directly to new inventory, used inventory, and services you provide.
You’ll also want the menu to have easy, 1-click access to any additional value pages you provide.
This is called website navigation, and yes, it’s important. If people can’t find what they need on your site, they will get frustrated and leave to find an easier dealer to work with.
Answering why prospects should choose your Powersports dealership is the most important piece of the puzzle. You convince prospects that your dealership is worthy of their business by producing quality content on your site.
Provide them with all the information they need. The best place to start is with social proof. That means gathering a few testimonials from existing customers. Photos of customers enjoying their purchases also works well.
And keep in mind that content is not just about the words on the page. Choosing background and font colors that are easy to read, and keeping clutter and moving parts to a minimum on your page, goes a long way towards earning the trust of your visitors.
A site that is well put together and organized shows them that you put effort and consideration into your business and into providing a great experience for your customers. The big takeaway here is that an optimized homepage is the epitome of the keep it simple philosophy.