1. Too Many Choices
People won't actually read your home page. They'll scan it, looking for the information that's most immediately relevant to them. If they can't find it quickly and with minimal effort, they'll visit a site where they can.
Your site should be designed to guide new eyes exactly where you want them to go, even if they don't know for sure what they're looking for....especially if they're not sure what they're looking for. Simple navigation with clean lines is the way to go. If your business requires that you offer robust, complex choices, do that on a deeper page. Your home page should be simple and easy to navigate.
2. Wall Of Text
A few years ago, a multimillion dollar ad campaign from five major magazine publishers who were touting the power of print stated "We surf the Internet. We swim in magazines." To do that surfing, people will interact with, share and return to websites that have pages with:
- Short paragraphs
- Bullet and numbered lists
- Lots of white space
- Images and other graphics
- Sections with subheadings
3. No Blog
Blogging for your business doesn't mean you have to post something every day, but it does give your website dynamic, rather than static, content. Dynamic content means something on your site changes often enough that people will come back to see what's new. More important, it engages Google in a way that unchanging pages don't.
Even one post per week will be enough to get the attention of Google and other search engines. To attract the attention of human readers, be sure to announce the newest blog updates on your social media platforms and encourage subscribers to sign up for your blog.
4. No Optimization
Yes, there's a lot of luck to search engine optimization (SEO). No, this doesn't mean you shouldn't build your site without sound SEO practices in place.
A full discussion of SEO could fill several books, which would then need new editions fairly quickly because of how rapidly Google changes its algorithms. A short list of essentials includes:
- Identifying three to five keyword phrases for your site to aggressively pursue
- Including keywords in metadata, URLs and similar "behind the curtain" aspects of your home page
- Avoiding "black hat" SEO methods like keyword stuffing and courting unrelated links
- Using smart, natural instances of your keywords in your blog and on the static pages of your site