Creating an Effective Homepage for Your Cart Site
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Follow the Navigation Road
Dorothy had to follow the yellow brick road to find the Wizard of Oz, just like users need to follow your navigation to find the information they need on your website. Instead of making them go through a dark forest filled with evil flying monkeys, you want them to have an easy and clear path to find the Wizard—or in the world of industrial B2B, your products. Having a well laid out navigation is obviously critical here, but it’s also helpful to provide useful information that lets people know what they will find on your site. According to one study, the attention span of the average adult went down from 12 seconds in 2000 to 8.25 seconds in 2015. Yikes, that’s bad. The lesson here is that you need to draw site visitors in quickly, before they get bored and leave your site. So, what does it take to create the Emerald City of homepages?Structuring Your Industrial Website Homepage to Sell and Tell
Think of the homepage of your e-commerce website as the prized toy you shouldn’t wait to bring to “show and tell” day in elementary school. You are proud of your company and the products you offer, and you need to demonstrate that by having an effective homepage that sells and tells.Sell Your Company
No, no, not literally! What I mean is you need to sell people on why they should choose your company. What makes you unique, and why should someone choose you over one of your online competitors or going through a big box retailer? Sure, competition might not be as much of a concern if you sell niche products, but even then, you need to give people a good “why” to make them take action. Let people know about the benefits of purchasing through your company, whether it’s expedited shipping or 24/7 product support. Tell the people what you (and your products) will do for them! Also, don’t forget to mention your ISO certifications and anything else that appeals to industrial customers. Certifications matter in the industrial world, especially if you are trying to target highly regulated industries like medical, military, and aerospace.Tell People About Your Products
People are busy. Even if you have clear navigation filtered to specific product categories, you still need to give people an overview of what they can find on your site. Why? Because if people can’t figure out what you sell quickly and easily, they are going to leave your website. At Ecreative, we’re a big fan of adding products and services blurbs to your homepage. We’re not talking about long paragraphs here, just a few sentences about each of your primary navigation categories, so people know what you offer. That way, people get a snapshot view of all your products in one area. If they see something of interest, they’ll be prompted to make that next click. Having product blurbs and headers saturated with the appropriate keywords is also crucial for SEO and will help increase your site’s ranking in search engines. There’s no need to go overboard here. Adding too many keywords (“keyword stuffing”) does more harm than good. It’s all about balance here, folks.Homepage Spotlight: Kurt Industrial Products
Check out this example from Kurt’s homepage. We start with a brief overview of their company and capabilities, including a bulleted list with clickable links. For this website, we listed the different types of vises they sell. This allows someone searching for a specific workholding device to quickly find what they need without having to browse through the navigation or use the search box.

