Your homepage is the most important page on your website. In fact, it is the most visited page for the majority of websites. This tells us just how important your homepage is. Not only is it the entrance to your entire website, but it is also your branding front.

Now the question is, are you maximising its potential?

You probably think you are doing just fine. Hey, as long as people are clicking on your website, your homepage is serving its purpose, right? Wrong. If your homepage is not converting leads, you are simply taking up internet space for nothing.

Maybe your homepage already contains all the essential information about your products and your company. Maybe it has engaging content like images and videos. Maybe it has great quality content. Maybe the layout is perfectly balanced and interactive.

But despite all these optimisation efforts, it still doesn’t convert. Why? Because maybe it also lacks the one crucial thing a homepage needs – a call to action or CTA.

Why your homepage needs CTAs

Many websites don’t convert leads because they simply aren’t action oriented. They are primarily created for the purpose of informing visitors or increasing brand awareness. That’s good but sadly not enough.

The best way to increase your conversions, as well as your brand awareness, is to direct your site visitors what you want them to do next – buy an item, download an ebook, sign up for a newsletter, start a free trial or simply fill out a lead form.

CTAs pretty much compensates for your homepage’s shortcomings. You can use it everywhere on your site. But make sure to focus on just one action per page so as not to confuse your prospects.

Tips on using CTAs

CTAs can come in a variety of forms. The right type of call to action for your homepage will typically depend on the product or service you are offering. Here are a few tips to help you create a winning call to action:

  • Use creative copy and visually striking elements to compel the visitor to click the offer.
  • Make the copy no more than five words. Begin with a verb such as “Download” and “Register” to trigger the action.
  • Use CTA buttons rather than text. They are more compelling and generally work better. Make it large enough to be easily seen from a distance.
  • Use a small popup window to capture email addresses or contact information.
  • Locate your CTA button in an easy-to-find spot, but make sure it doesn’t detract from the organic flow of the page.

Most importantly, give the user a compelling reason to click on your CTA. State clearly what they will get if they go to your landing page. Keep in mind that visitors will only click and convert if they have a good reason to do so.

How do you tap into their motivations? Well, visitors respond to CTAs for two reasons: curiosity and excitement. So why not give them something to wonder about or something to look forward to? It’s easy when you already know what drives your customers.

To make sure every click leads to a conversion, back up your winning CTA with a fast load time. Slow loading pages are a major turn off. In fact, research says that half of web users turn away from a website that takes longer than 2 seconds to load. So if you don’t want to lose those precious leads, make sure your page speed is fast enough.


Your homepage is so much more than a placeholder for your company information or contact details. It is a powerful tool to help drive revenues online. Optimise its power and the cash register will start ringing.