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Why Your Website Isn't Converting

The headers on your homepage should tell a story.

Most B2B companies have sh*tty homepages — disconnected sections, confusing messages, and boring headlines that don't make them stand out.

• Why you should buy from us
• Testimonials
• Our process
• Sign up for our email

Boring. Boring. BORING.

And then they wonder why their website doesn't convert.

I'm going to let you in on a little secret when it comes to your website:

No one reads every word on your homepage.

NO. ONE.

They skim — scrolling through your page, looking for anything that jumps out and grabs their attention.

Those header examples above? Not going to cut it.

They need to tell a story.

Homepage Story Framework

Here's the framework we use to craft homepage stories for our Onlyness Brand System clients.

Tagline & Oneliner

These sit at the top of your homepage and should communicate the ultimate transformation you bring.

Customer Vision

The first section under your hero section (or row of client logos), this header should communicate the audacious vision you have for your ideal customers.

Differentiated Touchpoint

Next, this section header should point out what you do that no one else in your market does.

Process

This header should explain what will happen once customers complete your process.

Results

This header should communicate the typical results clients get when they work with you.

Case Study Blurb

Think of this as a case study teaser — pull out a key line of a client testimonial or the ultimate result you achieved for them. Make sure it proves the statements you're making.

Testimonials

Don't just slap the word "Testimonials" on your page. Tie these to the story you're telling.

Lead Magnet

Use this header to tell visitors how they can solve their problems without paying you.

Call to Action

Lastly, include a final call to action that ties back to your promises and pushes visitors to book a call.

Story Example

I know it's hard to envision what that means without an example.

So, here's an example from a client of ours.

• Fire Your Salesforce Consultants (tagline)
• Stop relying on consultants to make Salesforce work. We’ll fix the chaos and teach your team to operate and refine your system internally. (one-liner)
• Kill the Consultant Crutch (customer vision)
• Reset Your Salesforce (differentiation touchpoint)
• Make Salesforce a Revenue Generator (process)
• Our Fixes Get Results (results)
• $10M in Closed Pipeline (case study blurb)
• What CROs are Saying (testimonials)
• Take Control of Your Salesforce (lead magnet)
• Make Salesforce Work for You (final CTA)

Imagine scanning their homepage and reading that story.

It tells you everything you need to know about my client and their solution without having to read every single word.

That's what your homepage headers should do.

If not, your ideal customers are skimming and bouncing, likely never to return.

Tell the Right Story

Stop bleeding ideal customers on your homepage.

Tell the right story in your headers.

That way, when they skim (which everyone does), they'll understand what you do and want to work with you.

Or, at the very least, check out more of your website and book a call.

Which is what you want them to do.

Until next week,

#SassyJason out.

✌🏼

Jason Vana

Founder & CEO @ Shft.agency​

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P.S. We provide all our clients with a homepage hero story to increase conversions. See how we do it with our Onlyness Brand System.

How We Help:

When you're ready, there are a few ways SHFT can help you:
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• ​Find Your Differentiation Email Course: uncover and own your unique value with this free course.
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• ​Onlyness Call: uncover your unique value and get suggestions on how to own it in your offer, content, and marketing in this 1.5-hour consultation with Sassy Jason.
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• ​Onlyness Brand System: done-for-you brand strategy, marketing strategy, and design packages. Perfect for startups, scaleups, and solopreneurs who want to attract, convert, delight, and keep their ideal customers.