How To Optimize Your Website Homepage And Increase Conversions Like A Boss

Last Updated on August 21, 2018 by Fabrizio Van Marciano

In this post you're going to learn how to optimize your website homepage and boost your online conversion rates. Are you ready? Let's do this!

Remember the saying that you’ve only got sixty seconds to make a great first impression?

Well, it applies just as much to your website’s new visitors as it does to people in the flesh.

I don’t know the exact figure, of course, but I think I’d be justified in saying that you’ve got to knock the socks off new arrivals pretty darn quick!

In fact, recent psychological research suggests that you might not even have that long!

How would you feel if I said that you haven’t actually got sixty, thirty or even five seconds?

Try one tenth of a second!

When somebody arrives on your homepage, they take in thousands of micro-impressions, processing everything from the layout to the copy to the colour scheme.

All of these factors determine whether or not they’ll convert in the way you want them to - whether that’s entering an email address, starting a free trial, or even clicking through to another page.

The fourteen tips I'm going to share with you in this post, almost all of which are backed up with real-world data, will help you design your homepage so as to best encourage visitors to do the right thing, and give you the info that you want.

Let’s dive straight in!

Landing Pages vs. “Blog Pages"

I think it’s worth pointing out that, generally speaking, most webmasters will have one of two possible types of homepage: Either a landing page that’s designed to capture information (such as the one you see on this site), or a dynamic page where recent blog posts are listed.

Nearly all of the tips here apply to both.

14 Killer Tips To Optimize Your Website Homepage

#1. Keep it simple!

This is a principle that project-management SaaS provider Basecamp have really used to their advantage, see their site here.

Their homepage is free of any unnecessary clutter. The simple truth is that you don’t always need fancy images, animations or a design that’s worthy of spot in the Louvre.

Take a study from Marketing Sherpa, where a simple de-cluttering of the "Notify, Weather Channel" home page (at the time), resulted in a 225% increase in conversions.

Optimize Your Website Homepage
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You can see from the image below, that they removed the big walls of text, extensive feature lists and unnecessary statistics on the right, whilst also adding an easily-understandable visual explanation of their service.

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Source for above two images

If you’re struggling to put together a landing page, ask yourself this; “What is my core value proposition?”

In a world where everybody is adding more features to their products, trying to capture attention by being louder and more colourful, getting back to basics can often be the more remarkable thing to do.

2. Add your face (or somebody’s face)

This is actionable advice that you can utilize almost immediately. Though you may be a bit hesitant to plaster your ugly mug onto the front of your site, however, the data is pretty clear on the benefits of doing so.

Highrise used the simple inclusion of a human element to double their sign-ups.

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Compare the relatively cluttered, somewhat bland homepage above, with the one below. The difference is stark. Another little tip? Women tend to perform better than men... don’t blame me please... blame the chauvinistic web users!

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3. Keep your headlines short

People respond better to shorter headlines. Specifically, titles with a count of between 12 and 14 words receive the largest amount of social shares - a strong indicator of overall engagement.

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Image ource

4. Add a Feature Box

The idea of the feature box gained quick popularity in the blogging world because of Derek Halpern of Social Triggers. It was quickly taken up by many top bloggers because, simply put, it works!

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Don't believe me? Well check this out... Adding a feature box like the one above increased subscribers to the Thesis blog by 51.7%.

You see the beauty of this strategy folks, is that both those with landing pages and static blog pages can add an above-the-fold opt-in box to their homepage.

If you’re using WordPress, there are many simple plugins that will allow you to pop one up quickly, including the one I use, love and recommend, Thrive Leads.

5. Use colour contrasts for your CTA (Call To Action)

You want your call-to-action button to stand out as much as possible, remembering to keep it in fitting with your blog or website design.

Women’s Health magazine have a wonderful example of how you can do exactly that, without sacrificing aesthetics.

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Image source: KissMetrics

Another site, Performable, used this strategy to increase their conversions by 21%. And all they did was change their sign-up button from green to red!

Have a tweak with your buttons and call to actions, see what works best for you. If you're using Thrive Leads you can create simple A-B testing to see which colour contrasts works best for increased conversions.

6. Ditch the stock photography

Just to drive the point home I’m not going to include an image on this one.

160 Driving Academy tried an experiment where they replaced a bog-standard stock photo on one of their pages with a real one.

The result? >> An astonishing 161% rise in conversions.

The key is in understanding that now, more than ever, internet users want their experience of digital companies to be genuine. They want to know that there are "real people" and a real ethos behind the clean front-end.

7. Use creative CTA's

One trend that is definitely on the rise is the use of unique and intriguing CTA text.

Rather than simply saying “Sign Up”, Neil Patel implores the reader to subscribe by asking them to agree with him: “Yes, I Want Neil to Teach me how to Grow My Business.”

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You can see that he’s also got a presentable image of himself, a simple headline and a totally clutter-free design - the guy knows what he’s doing!

There’s also a good shock element here too, as readers are so used to seeing typical button text - have a play about and see what you come up with for your own button text CTA's.

8. Testimonials are still vital - Just make them real!

Testimonials are nothing new and they still work very well today.

One issue, however, is that because people are so used to seeing them there’s a certain blindness.

“Oh, another testimonial, the same as every other site.”

The key is in featuring them where you know that your visitors are going to see them, without any unnecessary text or design elements to distract from them.

An interesting case study in which WikiJob featured their client testimonials more prominently resulted in a 34% rise in conversions.

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They took the above page and simply added three testimonials under their web copy.

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Another way to overcome the sameness of testimonials is to spice yours up a bit.

Quotes from well-known experts are great, as are the addition of pictures and verifiable, quantifiable results.

In a research carried out a few years ago on 'truthiness', results indicated that images displayed next to testimonials, do very well in increasing trust. So if you're able to add a photo to a recent client testimonial or two, take every opportunity to do it!

9. Add award badges

Another simple way of increasing the trust with your consumers is to add award badges.

Bagservant increased their conversions by 72.05% by including just one award badge in their header.

If you really want to see this advice in action, check out the top-section of Matthew Woodward’s homepage.

He has some interesting case studies about how simple header elements can affect page engagement and ultimately conversions.

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If you don’t have any awards to brag about, consider getting in touch with smaller sites that offer them and have them review yours. You’ll be surprised how many are willing to do this.

10. Include “Power Words”

Strong, actionable words have a direct effect on conversion rates. One study cites nearly a 100% increase after including direct action-orientated language.

Remember, certain words trigger specific emotions and should be included in the main part of your blog or website homepage copy.

Words like “free”, “you”, “start now”, “better”, “easy”... they all have a place.

11. Add a live chat pop-over

Live Chat is becoming increasingly common on websites, and the inclusion of a little pop-out in the bottom corner of your homepage, can have a drastic effect on your conversions. It offers an immediate opportunity for a potential buyer to engage directly with somebody.

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You can see an example of a live chat option on BuzzSumo’s home page. It’s nondescript, and doesn’t detract from the design, but is available to users if they want to use it.

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Remember that these types of service can be easily outsourced for very little cost. You can always trial a provider and evaluate the change in your conversions, dropping them if the change is minimal or nonexistent.

12. Improve page load time

Every second counts! Run your site through a service like Google PageSpeed and check if there’s any improvements that you can make.

Simple plugins like W3 Total Cache can dramatically boost conversions if they’re added to a slow site.

Check out this post for tips and ways to improve your website page load time.

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13. Optimize for mobile

Rasmussen college optimised their home page and achieved a 256% increase in lead generation.

If your site isn’t mobile ready then it needs to be! It’s not just a case, however, of sticking a mobile-responsive site up and then sitting back to watch your conversion stats go through the roof.

Many of the other pointers in this list also need to be applied. Simplicity, clarity, direct calls to action - they all need to be included in a way that fits with a good mobile design.

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Just take a look at the data below about the (continued) increase in mobile usage around the world. If you’re not already taking advantage of the opportunity that it provides then you could really be missing out.

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14. Split Test!

When’s the right time for you to start split testing?


There’s absolutely no reason why you can’t start cost-effectively split-testing, whatever the size of your blog.

Tools like Visual Website Optimizer and Thrive Landing Pages make the whole process as simple as installing and configuring a plugin.

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What Are Your Thoughts?

So there you have it peeps, 14 ways to optimize your website homepage to improve conversions.

I hope you've enjoyed reading through them and hopefully you'll put a few of these tips into action. If you have any tips or tactics you'd like to share with me, please drop me a comment below as always.

Have a great rest of the week.

Fabrizio Van Marciano.

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15 comments on “How To Optimize Your Website Homepage And Increase Conversions Like A Boss”

  1. Hey Fabrizio,

    I see that are lot of bloggers are starting to set up homepages. I've been going back and forth about doing so myself. The one's that I have seen so far looks amazing and I can see how they can increase opt in conversions.

    This was a great guide you put together in case I ever decide to set a homepage. As far as the regular page with the list of my blog post, I see that I already have half of these down, especially since I use thrive leads. But I do feel I need to make some changes on my blog, especially for the fact that I need to clean it up a bit. But i'll keep the homepage idea in mind!

    Thanks for sharing Fabrizio! Have a great day!

    1. Hey Sherman, glad you found value in this post. When I was thinking about setting up a custom page for my site a few years ago, I was very hesitant to do it. Not very many folks were implementing this idea.

      But then I thought about how I wanted to convey the right message across to my audience, and how I wanted to put myself in front of my audience, as well as increase opt-in conversions. At the same time I figured I could still have a section for my blog posts on the homepage.

      I truly believe that if you're offering a valuable service to your community or audience, then a custom homepage is the way to go. If you are the face of your brand, you should definitely consider creating a custom homepage.

      Glad you'll think about it for the future my friend, and Thrive Leads is such a kick-butt tool isn't it?

      Enjoy the rest of your weekend Sherman, thanks for visiting.

  2. Hi Fabrizio, nice to have some time to read another of your excellent posts. And as a blind computer user it was not lost on me that most of your suggestions were visual in nature.

    I know the net is a world of the sighted, and I do my best to make my site visually appealing; but there is only so much I can do. And I wonder if you have suggestions on how I might manage some of your points.

    Which would you say has had the most impact on sites deciding to implement it? What one tool of the 14 will give me the most result for the amount of time I will spend trying to figure out how to make it work on my site?

    I want to keep the head scratching aspirin taking and hair pulling to a minimum. 🙂

    Thanks for working so hard to make us all more successful bloggers. Take care, Max

  3. Hey Fabrizio,

    Well as you I've included a homepage now on my blog since I got a new theme back in December. I did this because I wanted to come across as more professional. Not that I wasn't before but I wanted to take it for a test drive to see if it would help any.

    I loved my feature box I had probably a year ago now, it really converted well but when I changed my header I lost the coding. It was custom done for me and I've tried having other people help me with it to no avail.

    So with this new theme I had some of their guys help me but I just didn't really like their feature box so I've taken it down once again. I have an opt-in on my homepage but not at the top. Until I can figure out how to get what I want I'm going to just scratch it for now. It is important though no doubt.

    I did more tweaking on my homepage this past weekend because I'm one of those women who just doesn't know what she wants. I take so much time figuring it out but once I do I stick with it as you've probably figured that out about me.

    I love these examples, thanks for sharing them and test test test right!


    1. Let us know if we can help, Adrienne. Sometimes you have to ask (Fabrizio) for help!


    2. Hey Adrienne, well it's so good to see you making the most of your homepage I'll say that much. Sure that doesn't make you more professional at all, you were always that, I do believe however that a custom homepage makes your website more efficient.

      I remember the custom box you used to have on the homepage. I remember you telling me once in an email that you wanted to keep this feature when you were redesigning your blog.

      Have you ever thought of using something simple like HelloBar or Thrive Leads Ribbon to install an opt-in form just above your header. I used to have this on my site and it converted for me like nobody's business, it really did. Maybe that's something you could do to solve that problem.

      Thanks for your reply Adrienne, my apologies it takes me a few days to respond. These days, I'm one busy dadtrepreneur 🙂

      1. Hey Fabrizio,

        The reason I wanted to include the home page is for those people who don't know me. "Some" people want to see that for some reason and I've heard a lot of different things about it but won't know until I test it out right!

        I don't like HelloBar, that's not what I'm going for so that's out. Not sure about Thrives Leads Ribbon, I've tried some of their products and I didn't like them. I've now gone with Elegant Themes and am using Divi so not sure if those play well together. You might know the answer to that. The other problem I've run into with everything I've tried so far is you have to custom code the phone number option into the opt-in box. Really! They make it REALLY hard for someone like me to do this since I'm not a coder. You would know more about that than me.

        Thanks for responding and I'm late getting back by here too. Appreciate your input Fabrizio, thank you and you're never late.


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