Just getting visitors to your website is rarely enough. If they stay on the homepage and don’t travel further into your site, the chances are they won’t become the active customers you need. If your objective is simply to get customers to visit your premises or telephone you, stopping at the homepage might not be a problem. Your homepage could simply give details of what your business offers, along with your contact details and a clear call to action — for example, “Visit our store on 1 High Street”.
However, if you want to get customers to convert — whether it’s to buy through your website, register their contact details, or sign up for a newsletter — they must find your homepage interesting enough to want to explore further. To help them do so, they will need clear directions towards their (and your) goals.
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