The entire goal of marketing is to turn the traffic – people visiting your site – into customers. And often, the first step towards turning that person into a customer is turning them into a lead. A lead is someone who’s shown they’re interested in what you have to say by providing their contact information (usually their email address). Your sales team can then nurture that lead through the buyer’s journey all the way to making a purchase and becoming a customer.
One of the most important things your website should do is capture leads. And since the homepage is statistically the most-visited page on your website, your homepage should be optimized for capturing leads.
How do you do that? With the upside-down homepage.
We can’t take credit for this idea. We actually learned it from Growth Tools, who has AMAZING Facebook Live broadcasts talking about all sorts of website- and marketing-related things, as well as some great tools for growing your business. But you won’t really hear about this idea unless you catch one of their Facebook Live videos about websites, so we wanted to take this idea and add our own twist to it.
What is an upside-down homepage?
The basic idea is that you take a traditional homepage and flip it upside down. The part where you ask for the contact’s information is at the top, and the navigation links are at the bottom. The basic elements of the upside-down homepage are above the fold, social proof, pilot story, call to action, and navigation.
Above the fold: Everything you can see on a webpage without scrolling down.
Social proof: Proof that you’re not just some random person and what you’re offering is actually good. This usually comes in the form of customer testimonials.
Pilot story: This is some of your best content. Use a customer’s story of working with you – or, if you don’t have that, tell the story of your business’ values. With this, you want to show a visitor what it will be like working with you.
Call to action: The thing you want visitors to do – namely, give you their contact information. This is usually done in exchange for a “lead magnet.” They provide their email address, and in exchange, they get useful information that they can’t find anywhere else (this is often in the shape of an ebook or whitepaper, but videos can also work).
Navigation: The links to the rest of your side. Testing has found that putting this on the bottom of your page increases conversions with your call to action.
How does an upside-down homepage work?
Usually, the first thing on the page (above the fold) is the call to action with the lead magnet clearly stated. This makes it the first thing people see and they’ll know what valuable content they’ll get from giving you their email.
The next thing on the page (above the fold and extending further down) is the social proof. That’s followed by the pilot story, and then the navigation at the very bottom.
This works for several reasons. It eliminates distractions – by having only one action on the page and a clear reward for it, the next step is obvious for the visitor. The website visitor who sees too many possible actions often does none of them, but the website visitor who sees a clear next step and a reward for it is much more likely to do it.
The social proof shows that you’re not just a nut job with a website and you can be trusted with their email, and the pilot story sets expectations for what communicating with you will be like. Then navigation at the bottom lets them explore more of your website if they want.
Many websites have collected a lot more leads by using this strategy. Some call it the best-converting homepage they’ve ever had. If you want to see an increase in the leads you get, your first step should be to optimize your homepage for success!