7 Essential Elements of a 'Start Here' Page


essential elements of a start here page

October 22, 2019

 
Not every visitor that comes to your website will enter through the home page - they may first land on a product subpage, blog post, case study, etc. That’s why having a ‘Start Here’ page provides immense value because it gives a clear, central location that directs visitors to where they want to go instead of them bouncing from your site. See how a ‘Start Here’ page can benefit your site and the seven essential elements to make it a high-converting page.

The Difference Between ‘Start Here’ and ‘About’ Pages

Often confused with the ‘About’ page, the ‘Start Here’ page serves a completely different function and its design should reflect that purpose. Visitors go to the ‘About’ page when they want to learn more about the brand’s story and journey. The ‘Start Here’ page, however, helps new visitors better navigate the site to ensure they have the best possible experience. Although different, both pages provide value to visitors and enhance your site’s visibility in search engines like Google and Bing.

Benefits of a ‘Start Here’ Page

A ‘Start Here’ page is a fast, effective way to create a bond with new visitors to your site. Adding this page to your site offers a variety of benefits such as:
 
  • Gives visitors a clear direction
  • Reduces bounce rates
  • Increases newsletter signups, ebook downloads, event registrations, etc.
  • Drives traffic to other content - blog posts, videos, reviews, etc.
  • Moves visitors along the buyer’s journey (awareness, consideration, decision)
To reap these benefits, it’s crucial that you prominently display your ‘Start Here’ page in the navigation menu, home page’s call-to-action (CTA), and welcome email for new subscribers. With these different signals, visitors will be more encouraged to actually start with your ‘Start Here’ page rather than wander aimlessly around your site, or worse, bounce from it.

7 Elements of Successful ‘Start Here’ Pages

‘Start Here’ pages look different from site to site, however, there are seven elements you should include to make it more successful. By incorporating most or all of these on the page, it will provide more value to visitors and increase conversions.

1. Provide A Clear, Concise Statement About Your Business and Product/Service Benefits

Have a clear, concise statement about who you are and who will benefit from your site. Your business won’t be for everyone so having this statement will help weed out those that aren’t looking for what you’re offering. If they keep reading, then it’s a strong sign that they’re your target customer.

2. Add One or Two Definitions

Every market has a few keywords and phrases that first-time visitors may not be familiar with which is why having a couple of definitions of niche acronyms or terms can help visitors better understand your business and offerings.

3. List Links to Your Best Content

Whatever you consider your best content should be included on this page, but make sure not to overdo it because too many links will overwhelm and confuse visitors. Instead, strike a balance between value/information and the page’s flow.

4. Mention Your Products/Services

You don’t need to go into great detail about your products or services since each should have a dedicated page, but they should be mentioned on your ‘Start Here’ page to direct visitors if they want more information.

5. Ask Them to Subscribe (But Not Right Away)

If you have a newsletter, make sure to include a newsletter opt-in form below the fold of the page. Asking new visitors for their emails right away can be a turn-off because you haven’t yet demonstrated your value or expertise. However, if you completely leave it off the page, you’ll miss out on growing your subscriber list.

6. Place a Contact Form at the Bottom of Page

Another element that should be included towards the bottom of the ‘Start Here’ page is the contact form. Having it right there on the page instead of directing visitors to your contact page will eliminate a needless step in collecting their information.

7. Have a Clear Page Format

Most visitors will scan the page which is your ‘Start Here’ page (and any other page for that matter) should be easy to read. You can do this by creating headings, subheadings, and bullet points as well as breaking up large chunks of text into smaller paragraphs.

‘Start Here’ Page Design and Development

A ‘Start Here’ page is the perfect welcome for new visitors while enhancing your site’s performance. Whether you’re looking to update your site or create one from scratch, Sales & Marketing Technologies works closely with many local and national brands to achieve their website design and development goals.
 
Call us today at (407) 682-2222 or fill out the contact form below to see how we can help you create a ‘Start Here’ page that drives conversions!

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