Site Home Pages: “Sell the Sizzle”

I once worked as a telesales representative for a cruise travel agency. Our new sales hire training contained a module named “Sell the Sizzle”.  The instructor stressed that we should sell the experience, not the cruise.  

As an example, we shouldn’t tell the listener that the cruise stopped in the Virgin Islands. Instead– the cruise let them enjoy the crystal clear waters of the carribean, including access to one of the most beautiful coral reef snorkling experiences available anywhere.

In a nutshell, sell the benefits not the features.   When you sell the sizzle, be creative–  see your site as someone who knows nothing about you.

Site visitors scan your site in seconds, what they see must compel that first click. That doesn’t mean avoid text, it still rules the SEO world. 

When looking at your home page, ask yourself a few questions:

Does a First Time Visitor Know What We Do?

  • Users should understand what your company does with a quick scan of the page.
  • Find a way to encapsulate your business in a few words or short sentence. Use this text on your homepage.
  • Make it easy to find customer testimonials. Satisfied customers love to talk about what you do, and how well you do it.
  • With ecommerce sites, products— big and bold, should be the first thing I see.

Does Your Homepage Describe What Problem You Solve?

  • Right from the beginning, tell visitors how they’ll benefit— sell the sizzle.
  • Numbers work great. If you can reduce costs by 40%, say so– and make sure the words ‘Reduce’ and ‘40%’ are in large type.
  • Convey what makes your business unique. Sure— you sell great steaks, but tell or show me what makes your steaks special.

Do You Have Enough Accessories?

  • Provide information that supports your main point. If you sell BBQ grills, provide great grilling recipes– or maybe a photo of the family having a great time in the backyard watching dad grill.
  • Again testimonials help drive home the point— word of mouth is the best advertising. 
  • Provide answers to common questions. You already know your customers’ most common questions. Provide the answers right up front— there’s nothing else left for them to do but buy.

Do I Establish My Expertise?

  • Provide a very visible link to a basic tutorial about your product or service. 
  • Displaying logos of well known clients provides credibility from the start. Be sure to get permission first.
  • Display logos for professional or trade organizations or certifications. The Better Business Logo goes a long way in making a potential customer feel better about giving you their credit card number.

Do My Images Tell the Story?

  • Make sure your images reinforce the story told by your words.
  • Your images should put your product or services in context. Think back to the image of dad on the grill we described earlier.
  • Always use high quality images.  Hire a professional photographer, it’s worth the investment.

 

The Vonage home page packs a punch. It includes many elements to convince vistors to keep clicking.

The Vonage home page packs a punch. It includes many elements to convince vistors to keep clicking.

 

Test to Find Out What Works

Putting all the elements together into a presentable home page can be daunting.  Take it a piece at a time.  Play with different layouts, and combinations– use multivariate testing to verify you’ve found the right recipe.

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