The Yellowstep Team By The Yellowstep Team • June 24, 2014

The six key elements every B2B home page must have


Your website's home page is your opportunity to create a positive first impression your business. The majority of your direct and organic traffic will land on this page first. 

The home page is the oldest URL on your website therefore the most authorititive, and this also adds to it's popularity.

Your home page is one of the most important parts of your website to get right, but what are the critical elements you need to include drive traffic and generate leads?

Here's a list of the six fundamental elements that every B2B home page should have. 

Clear Calls-to-Action

Visitors have landed on your website for a reason, and a lot of the time they're not quite sure what this reason is. If your website does not give them an indication of what they should do in the first 5 seconds of them landing on it, there is a very high chance that it will fail the blink test and you'll lose that potential lead. You need to have clear calls-to-action on your website, allowing your visitors to move further through the buyer's cycle. HubSpot recommends having a maximum 3 CTAs on your home page from different stages of the buyer's process.

Buyer Persona Focused Design and Copy

Your buyer personas should be the central focus for all of your marketing efforts. By focusing your design, layout and copy around your ideal visitor, you're ensuring that they will see you as a trusted and well-established business. Answer their key questions on your home page, make sure it's in easy to digest chunks with calls-to-action situated above the fold. 94% of first impressions are based on design, so ensure your home page isn't too busy and allows visitors to have a pleasant user experience. 

Supporting Images

Images are digested 60,000 times faster by the human brain than text, this can be useful when trying to grab the attention of visitors and encourage them to explore the rest of your website. Use a clear, responsive image that clearly compliments your business' product or service, but please try to avoid cheesey stock photos! 

Simple Navigation

Once you have caught the attention of your visitor, they are probably going to want to navigate around your website. Making this awkward for the user can conclude in loss of interest and increase bounce rates. Keep it simple and situate it right at the top of  your home page so it is easily accessible. 

Premium Content 

Make sure to feature your premium content on your home page, this could include your eBooks, whitepapers or a free consultation. This will make your business look helpful and knowledgeable and also increase your conversion rate. 

Thoughtful Design

A great website home page requires great design aesthetics, and this doesn't just mean the graphic elements. We would all rather eat a meal that was presented beautifully than a big mess thrown onto a plate with no thought at all. The same goes for when you're surfing the web and looking for a product or solution.

Our website is our full time, round the clock employee that never stops for a cup of tea or takes a holiday. You need to invest time into optimising it for your visitors to start see results.