The biggest reason cited for website visitors abandoning a page, according to the Co-arketing study, was a lack of clear messaging – meaning the websites didn't make it crystal clear what they could do for the visitor or how they would make their lives better.
This video provides a step-by-step guide on how to structure a website homepage to effectively convert visitors into clients. Wes McDowell outlines a 10-section psychological sequence that aims to guide visitors through an emotional journey, emphasizing clarity, addressing client needs, and building trust.
This sequence is designed to guide a visitor from being a stranger to becoming a buyer by addressing their needs, building trust, and demonstrating value.
| Section Order | Section Name | Purpose | Key Elements |
|---|---|---|---|
| 1 | Hero Section | Grab attention immediately, clearly state value, and convince visitors to stay. | Eyebrow copy (calling out ideal client), Benefit-driven headline, Sub-headline (explaining delivery), Specific Call to Action (CTA) button, Social proof (e.g., testimonials, ratings). |
| 2 | Problem | Acknowledge and validate the visitor's pain points and challenges. | Clearly state the main problem the ideal client faces, Agitate the problem by listing symptoms. |
| 3 | Solution | Introduce your business/service as the answer to their problem. | Empathize with their pain ("we get it"), Explain why you are qualified to help. Include a photo of yourself for trust. |
| 4 | Benefits | Highlight the positive outcomes and advantages the visitor will gain. | List 3-5 compelling benefits that differentiate you from competitors. Focus on what the client gets, not just what you do. Pair benefits with features and visuals. |
| 5 | Testimonials | Provide social proof to build credibility and trust by showcasing positive customer experiences. | Include 3-5 specific, impactful testimonials (not generic ones). Use customer photos and star ratings if possible. Link to external review sites. |
| 6 | Process/How It Works | Simplify the journey and show how easy it is to work with you and achieve their desired outcome. | A clear, concise 3-step process: 1. Visitor Action (e.g., Book Consultation), 2. Your Process (e.g., We handle it), 3. Visitor's Outcome (e.g., Enjoy the result). |
| 7 | Flex Section | Showcase your unique selling propositions and competitive advantages. | Option A: "10 Reasons Why" list (based on research of decision criteria). Option B: Comparison chart (comparing your business to competitors). Use visual indicators (checkmarks, X's). |
| 8 | Features | Provide logical details and specifications to support the emotional decision made earlier. | List 10-20 specific features, services, or deliverables that back up the benefits. |
| 9 | FAQs/Objections | Proactively address common questions and overcome any lingering doubts or objections. | List 5-6 key questions and provide clear, concise answers. Frame it as a virtual salesperson building a case. |
| 10 | Final CTA | Clearly prompt the visitor to take the desired next step. | A final, specific call to action, often repeating the primary CTA button from the Hero Section, tailored to the dream outcome. |