Think of your website header as your online handshake. In real life, when you meet a potential customer, you’d shake heads and introduce yourself. In our online world, your website is doing the introduction. What kind of first impression does your website make?
Take a look at your website header and see if it clearly answers these 3 questions:
- What do you offer (the physical, tangible thing you’re selling)?
- How will it make your customer’s life better?
- What do they need to do to buy it?
In the first 5-7 seconds that someone lands on your website, could they answer those 3 questions?
Now, let’s get practical. How can you make some changes to improve your website header and attract more customers?
Our eyes read websites in a Z shape. So, in the top left corner, add your logo. Then, you’ll want to add a clear, direct call-to-action button in the top right corner.
Avoid the temptation to create a massive navigation bar with tons of options and drop-down menus. You may think you’re giving customers all the information they could possibly want, but, in truth, you’re creating confusion. Too many options is overwhelming. And, guess that happens when people are overwhelmed by your website? They leave.
Next we’ll want to make good use of that top center section of your website. Here’s where you say what you offer and how it will make your customer’s life better.
On my own website, I use:
Reach More Customers with a Clear Message
Grow your organization with focused marketing copy + a sales funnel
What do I offer? Focused marketing copy + a sales funnel.
How will it make my customer’s life better? They will reach more customers and grow their organization.
Under that header text, you’ll want to add your direct call-to-action button again. Make sure your call to action is direct (shop now, download a free trial, schedule a discovery call). Avoid passive calls to action like “learn more” or “contact us.”
One more tip, select an image for your website header that demonstrates success. Give your potential customer a look at the kind of success they will experience after buying your product or service. Don’t use a photo of your building or your staff. You want potential customers to see themselves in your website images. They will look at that photo of a smiling, happy person and say, “I want that too!”
Now, look at your website header again. What changes do you need to make? These are pretty simple edits to make. Yet, they will reap big rewards.
Remember, the header of your website represents your business. What kind of first impression is it making?
