You can have the most beautiful website in the world, but if it doesn’t convert your leads into customers when you need it to, then there’s something lacking in your homepage design. After all, your homepage is likely one of your highest trafficked and converting pages.
If you’ve been looking for inspiration on ways to bump up those website conversions by tweaking your homepage elements, then you’re in the right place.
Design has never been more on demand.
As the first interaction for most customers with businesses, it’s just everywhere—from the homepage of your favorite website to the product packaging your new sneakers arrived in.
“Is the marketing funnel bullshit?” Someone asked me that a while back, and it stuck with me.
I knew where they were coming from, of course. It’s obvious that there’s no one path—nor two paths, nor four, nor forty—that people take to purchase. Person A clicks on a catchy TOFU social ad that takes them to a MOFU guide, skims some case studies and client lists to verify legitimacy, and books a call after mulling it over for a couple weeks. Person B sees a comment from a colleague on a LinkedIn post pushing a video, watches said video and disappears. Nine months later, they pop back up at what’s functionally a TOFU-leaning-MOFU webinar and book a call.
Creative collaboration isn’t always easy. While marketers and designers share similar DNA, they need to think and feel differently to do their jobs well. Yet aligning their goals, objectives and visions is critical for delivering industry shaking, lead-generating campaigns.
So, how can these teams work better together?
It’d be nice to go just one scroll without seeing signs of collapse. A series of unfortunate events have businesses failing and flailing as they watch demand slow to a drip; frantically cutting off whichever appendages will lighten them enough to outrun the downturn.
Many of the dead ends these businesses meet are placed by chance, and chance can be cruel. Sometimes there’s nothing to do but sit and wait, offering prayer and sacrifice to your choice of marketing deity. Sometimes there’s nothing you could’ve done differently.
You’ve heard it before: "Ideas are nothing; execution is everything."
But what happens to ideas and execution when resources become scarce? When your creative team is downsized, when hiring freezes and mass layoffs become commonplace, when there are fewer hands on deck, when every expense is carefully scrutinized?
I almost feel awkward talking about this in a B2B marketing context, but here it goes–our marketing team is highly invested in video.
You read that right: We've invested a ton in a traditionally money-and-effort-suck initiative, with no proof of concept or tangible results to show yet. Oof! What are we thinking, right? And I don't just mean casual videos for Tik Tok. I’m talking serious, high-concept stuff for all sorts of channels and playbooks, including:
Designing without a strategy is like painting without a sketch—how do you know where to start without an outline of the final result?
Even if you have a clear idea of what you want to create, a design strategy ensures the entire team starts and ends each project in the right place—without 7 back-and-forth revisions along the way.
“Just do it.” “1,000 songs in your pocket.” “Got milk?”
These iconic ad copy examples are proof that a few words can make a huge impact. But as any marketer who’s tried their hand at copywriting can tell you, crafting click-worthy ad copy is no simple feat. According to Facebook, you only get about 3 seconds to grab people’s attention with an ad so you need to make every word count.
