Want to improve your website? Most web designers will give you a ton of work to do. Write stuff. Find photos. Travel to Bali to photograph a TikTok video…
But my way is going to take very little time and effort, because mostly we’ll be using the delete button!
Start with the home page
What to delete from your hero
Can a stranger work out what you do, just by looking at your hero? Because that’s how you will be judged.
Review the words
Honestly, if you have nothing to say, it’s better to say nothing. Headlines you should delete.
- “The future has arrived.”
- “Are you ready to succeed? We can get you there!”
- “Be more flexible/secure/efficient with [your company name here]”
- “Intelligently automate with AI”
- “Come home to …[home appliance]”
Review the banner image
Look at that image. It’s stunning!
But does it say anything out YOU? What makes you different. And does it say it in a way that is instantly, obviously easy to understand.
Banners you should delete.
- Stock people images
- Vague concepts: “office doors, computers, pens, chess pieces, sailing ships, checklists, building plans, anonymous hands doing stuff.
- Cool abstract shapes: whooshes and graphs, arrows, blocks, mazes.
- Close ups: arty flowers, oceans, computer components, engines.
- Endless slides shows with one special offer after another.
Review the buttons
My analytics show that banner buttons aren’t clicked compared with the same button further down the page. It could be…
- the banner is so boring they skimmed over it entirely?
- the banner was so interesting they didn’t notice the buttons?
- since they just arrived on the site they didn’t want to click away?
What you SHOULD have left in a hero
- Show and say what you uniquely deliver and achieve for your clients
- Show and say how you achieve what you do
- Show and say who you authentically are.
- Say what you offer, and ALSO why readers should care about what you offer.
What to delete from home page primary content
Most customers only look at 2-3 pages before making a decision. Make that attention count.
- Last year’s news. If it’s still news remove date and make the wording evergreen.
- Self-congratulatory awards (unless you also state why readers should care about you winning these awards.)
- Enticing, colourful social media icons (unless you want them to leave?)
- Anything that belongs on “About us”. Home pages aren’t about you, but about what you do for clients.
- Your management team (unless those managers are client facing)
- The word “solution”.
- Unless you capture client data on your home page, EXCLUDE it from a cookie message.
- Popups.
What you SHOULD have left on a home page
- Menu at the top with descriptive labels or tooltips.
- Your logo
- Indirect calls to action (panels that springboard readers to useful content by industry, product, service etc.)
- Direct calls to action (sign up…)
- Your logo, address and social media links in the footer. They should not be getting down this far unless they are looking for contact information.
Continue with the content pages
What to delete from pages
- Most websites have dozens of page that have no reason to exist. It’s a distraction from pages that communicate your message.
- Any element that sends the reader to a new page before they have read the message of this page.
- Pages around services that are not a core competence, or that you no longer want to offer.
- Break up paragraphs that have more than 4 rows.
- Consider rewording
- Add a subhead?
- Turn it into a bullet list?
- Break with a block quote?
- Can you diagram it?
- Endless scrolling panels.
What you SHOULD have left
- Pages…
- that clearly state your core competence.
- that add to your credibility (leadership, awards, qualifications
- that offer “foot in the door” services and products. (Inexpensive, “no brainer” services and products that bring new business enquiries.)
- that help your SEO – often blog posts.
- Panels and content…
- that add to the message of the page
- that break up the page making it flow
- that are a call to action
- that provide context, describe terms, or show a case study.
Ready to transform your website?
What we’ll do
- Revamp your home page with clear, concise, and persuasive images and wording.
- Enhance your hero to make a WOW first impression
- Focus your content on what truly matters.
What you can expect
- Less clutter, more impact
- Authenticity with real, meaningful graphics
- Clarity that showcases what makes you unique
- Plain language that communicates your message
- Direct calls to action: Guide your visitors effectively around the site, and to a lead generator signup.
Set up a free consultation – let’s get started!
