In the early 2000s, back when I had a flip phone and a whole lot more angst, businesses were putting up websites that acted as online brochures about their business, and that was really cool.
Now that we’re at the tipping point into the back half of the 2020s, nobody has the same flip phones anymore but a lot of businesses still have the same mindset when it comes to what should go on their websites — especially the homepage.
Even if you don’t share this mindset, deciding what content should go on your homepage is both important and tricky.
☝️ Why it’s important: With 90% of buyers starting their journey with an online search that will lead them to explore two to seven websites1, you have one shot at a first impression that could lead to a six- or seven-figure sale or make your prospect look the other way.
😅 Why it’s tricky: The attention span of a goldfish is nine seconds. The attention span of a human is eight seconds. Many users bounce from your website after just 10–20 seconds, and most people only read less than a third of the actual words on a page2.
Alright, now that we’ve laid out the stakes, let’s discuss how NOT to fumble the bag on your B2B homepage.
Use storytelling principles.
I know what you might be thinking: Steph, if the human attention span is actually that short, then how do you explain people binge-watching TV shows? Shelling out $20 for a large popcorn at the movies? Reading (gasp) actual books?! 😱
It’s because stories are the antidote to our embarrassingly pathetic ability to focus. Each of us is the center of our own universe, the main character in the movie that is our daily life. The same thing is true for you, for me, and for your customers. So if you want to grab their attention, you need to put them at the center of the story you weave with your homepage.
The Hero Section: The transformation.
Paint a picture of the transformation you help them make in 5–10 words.
Growth requires change. Problem-solving requires change. And good stories center around change. That’s why it’s critical to help your prospects imagine how their lives will change with your product or service…and you’ve got to do it fast. It’s also important to offer a path to learn more or convert in the hero section, whether that’s a button leading them to a conversion page or another area of the site or a form to fill out right there.
Example Headlines
Do This ✅ | Not That ❌ |
Precise, Repeatable Processing for Mission-Critical Parts | Heat Treating Services |
Exceptional outdoor spaces. Extraordinary memories. | Professional Landscaping & Lawn Care in St. Louis |
Powering industrial reliability with electric motor repair and maintenance. | We Sell, Service and Repair Motors, Generators, Hoists, Welders and Distribution Equipment |
What is the hero section?
In the web design world, we call the area visible in the browser window when you first land on a page the “hero” section of a page. It’s also called the section “above the fold,” which is an old newspaper term referring to the information visible on the front page without unfolding the paper — or in the case of a website, what’s visible without scrolling down.
Problems: Show them you feel their pain.
It’s human nature to want to be understood and seen; that desire doesn’t go away in a B2B buying context. What problems are prospects suffering from before they engage with you? Once you’ve laid out the transformation in the hero section, show your prospects you understand what they’re going through here and now.
How to Do It:
- Identify their pain points. Example: “Delays in your supply chain costing you customers?”
- Empathize with their experience. Example: “We know how frustrating downtime and inefficiencies can be.”
- Transition to solutions. Example: “That’s why we deliver precision-engineered solutions that keep your operations running smoothly.”
Solutions: Connect your offerings with their pain points.
Now that you’ve acknowledged their pain, demonstrate how you solve it. The key here is to put your solutions in the customer’s context. Don’t just list features; show how they deliver the transformation your prospects are looking for.
Example Framework:
- Problem: “Your production is bottlenecked by unreliable equipment.”
- Solution: “We provide custom-engineered components built to your exact specifications.”
- Result: “Increase uptime, reduce waste, and meet deadlines with confidence.”
Incorporate visuals where possible, such as diagrams, before-and-after metrics, or brief videos of your solutions in action.
The Plan: Show them the way.
Once prospects see that you can solve their problems, they need to know how to get started. Outline a simple plan that gives them confidence and reduces any anxiety about taking the next step. Keep the number of steps between three and five, and focus on clarity.
Example Plan:
- Schedule a Consultation: Meet with our experts to discuss your needs.
- Receive a Custom Plan: We’ll design a solution tailored to your challenges.
- Achieve Your Goals: Watch as your operations improve with our proven solutions.
This section should feel easy to follow and reassuring, guiding your prospect seamlessly from pain to progress.
Authority: Show, don’t tell the reasons they can trust you.
Your prospects need to know you’re qualified, credible, and experienced. Use this section to showcase your authority through data, certifications, or client success stories.
What to Include:
- Statistics: Throughput rates, uptime improvements, or delivery speeds. Example: “We’ve reduced downtime for our clients by an average of 38%.”
- Certifications: Display relevant industry standards, such as ISO certifications or compliance badges.
- Prominent Clients: Include logos of respected customers in your industry.
- Case Studies: Link to examples that illustrate your solutions in action. Example: “See how we helped a global manufacturer increase productivity by 25%.”
Call to Action: Open the door for them to take the next step.
Finally, your homepage should invite your visitors to take action. Make your call to action (CTA) specific, visible, and easy to follow. Whether it’s downloading a white paper, requesting a quote, or scheduling a consultation, your CTA should feel like a natural next step.
Effective CTAs:
- “Schedule Your Free Consultation Today.”
- “Request Your Custom Manufacturing Assessment.”
- “See How We Solve Supply Chain Challenges.”
If appropriate, add urgency or exclusivity to your CTAs, such as “Limited Slots Available.”
Homepage Design: Bringing it to life
Now that we’ve covered what information belongs on your homepage, you may be wondering how it should come together visually. Read our guide to homepage design (with real examples) to learn more!
Carpe Homepage: Seize the Opportunity
By crafting a story that puts your customer at the center, addressing their pain, offering clear solutions, outlining a simple plan, and building trust with authority, your homepage will set the stage for meaningful conversions.
Ready to take your homepage to the next level? Schedule a consultation with GBG today. Together, we’ll create a homepage that builds trust and converts, ensuring your business stands out in a competitive market.