29 October 2016
An interior brand's business-to-business home page exists to attract, inform, and engage future clients.
The best way to do this is not to fill the screen with a series of still images in a carousel format, but to follow a simple strategic outline — which could be communicated completely with text alone, if you chose to do so — covering just four primary concepts in the following order of priority:
This is your interior brand's positioning. Your promise. Ideally, you’re able to say what you do (horizontal positioning) and for whom you can have the greatest impact (vertical positioning). Keeping this very brief, your main goal is to guide a future client to take the next step and click “learn more” to go deeper within the site.
This is your work. Your results. Ideally, you’re featuring one or two case studies of your best, most positioning-relevant work. Again, the goal is to be brief and to quickly direct visitors to learn more by digging deeper into the site.
These are testimonials. Social proof. A satisfied client will always be a better salesperson than you. Let them speak for you. Ideally, you are able to connect a compelling testimonial to a case study, and direct a visitor to the home page to read that case study deeper within the site through this testimonial.
This is your content. The evidence of your expertise in the form of blogs, white papers, webinars, videos, podcasts, news, etc. Too many agencies put this material above everything else, typically because it changes most frequently, and there is nothing an agency tends to fear more than a home page that isn’t continually changing. But, I always remind my agency clients that the purpose of the homepage is to introduce their firm to new people, not satisfy the need for novelty among return users, existing clients, or themselves. We need to remember the purpose of your website is to turn researchers into buyers.
For more information on how we could help to craft your positioning statement and ultimately support you in focussing your website marketing efforts email us today: email@example.com