August 2019
Intermediate to advanced
320 pages
6h 27m
English
Content preview from They Ask, You Answer, 2nd Edition
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53 Website Priority 1 Proper Homepage Design and Messaging
Take a moment and think about what you consider important when visiting a company’s website. Are you more concerned about you, your needs, and your questions — or are you more interested in hearing about the company you’re visiting? Of course, the answer is we care more about ourselves — our priorities, our challenges, our questions.
Yet if you pay a visit to most business websites, what do most headlines immediately refer to? Them. Not you.
Why they are awesome.
What makes them unique.
Yes, those self-appointed superlatives and assertions do hold some value, but they should never be the focal point of a company’s website messaging.
What are your buyers thinking the moment they land on your website? It comes down to this: “Can (your company) solve my problem (need) or not?”
That’s it. That’s what is on their minds.
Therefore, the headline of your homepage — as well as just about any other page on your site — should lead with your visitor’s primary problems, needs, questions, or worries in their words. Only afterward can you begin to introduce your company, what value you can provide, how you can address their problems and/or answer their questions, and so on.
If you’re curious how well your website messaging currently stacks up, here is an incredibly quick test you can use to assess the focus of your homepage copy, as well as the rest of the messaging on your website.
It’s eye-opening: Count how many sentences include ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.