Making Your Website Work: 100 Copy & Design Tweaks for Smart Business Owners by Gill Andrews

Author:Gill Andrews [Andrews, Gill]
Language: eng
Format: epub
Publisher: Gill Andrews
Published: 2019-12-03T20:00:00+00:00

#47: Remove links from your homepage, About and sales pages

You know how I can tell if a website owner is also a frequent blogger? They treat their homepage, About and sales pages like blog posts and just looove using text links in the body copy.

But, while linking to a related article in a blog post is a good idea because it may help your visitors find more / better answers to their questions,

... it's an absolute conversion killer on your homepage, About and sales pages.

Why?

Because those pages have a different goal: not to just let your visitors wander aimlessly around your website but to deliver a mini presentation persuading them to take one specific action (contact you, download a freebie, etc.).

Think about it. If you were giving a presentation in real life, would you open a door and ask your audience if they'd like to leave in the middle of it?

Of course not! But that's exactly what happens if you have a text link in the middle of a sentence on pages that talk about what you do and for whom or describe your products or services.

Have important info you'd like your prospects to learn while they’re reading your page? Don't give them a link to a different page but communicate that info in plain text right there.

The only elements with a link on your homepage, About or sales pages should be prominent calls to action (the fewer, the better). This gives you more control over how your prospects read your copy and increases the chances of them clicking that CTA button.

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