There’s only one chance at making a good first mental picture.  That’s why your home page is, by far, the most important page on your entire website.  Optimizing your home page is not just about SEO, but it is also about optimizing your most crucial landing pages for conversions.

Most people don’t recognize that the ultimate common purpose of a web site’s home page is to gain interest and establish credibleness.  It is NOT to try to sell everything under the sun on the first page they get to.  It is NOT to present every single possible important fact across a lengthy home page.

If the first encounter with a web site doesn’t have a clear message and create positive feelings of a match to what they are looking for, the visitor will be lost forever.  Producing a favorable impression and evoking strong visitor trust within the first few seconds leads to more clickthroughs, which leads to more sales, which leads to better SEO ranking.

So how you can measure the rate of success for the changes ? obvious answer is Google Analytics if you didnt done it yet, then its the first step to jump in,

To determine the effectiveness of your home page take a few minutes and ask yourself the following two questions.

1. Is the purpose of your website reflected on the home webpage? It is time to step back and look at your web site from the perspective of a first time user. Does your landing page clearly communicate what products and services you offer? It is a good idea to conduct a small marketing research and ask non-related people for their opinion on the purpose of the site. If their answers surprise you, it means you are doing something wrong. Start by putting clear goals and objectives and then transform them into an attractive selling message using the language appropriate for your target customer. Use reassurance logos, testimonials,  recommendation and privacy statements to build trust and confidence.

2. Is your home page logical with  the nature of your business and target customer? The written matter and design of your home page should clearly convey what your product is, reflect the image of your brand and your target customer. A website selling software to retail stores has to use a different approach from the one selling software to technical companies. Sounds like a given but you will be surprised how many websites totally ignore this aspect of design. Do competitive research and find out what your target customer is expecting to see.

3. How powerful is your call-to-action? You may have a web site far superior than your competitors but if you do not clearly indicate what action you want people to take, you just lost the most important battle. Having a powerful (not overpowering) call-to-action always results in better ranking and higher conversions. A great call-to-action is:

Placed in the most visible part of the home page.
Offers different options from mild to more aggressitve (ex.: e-mail us, live chat, request a call back, call now, get a price quote etc)
Tested regularly for utmost conversions

Always boost visitors to leave contact information. Even if it doesn’t immediately result into sales, capturing customer information leaves a room for further interaction.

4. Are you tracking your goals and objectives? Implementing Google Analytics will help you to monitor the effectiveness of your webpage and allows you react promptly. Keep in mind that making drastic and sporadic changes over a short period of time can cause your ranking to bounce back. To achieve optimum results, changes have to be gradual and well thought out.

5. What is your competitor doing? Learn at competitors expense! You don’t need to reinvent the wheel.  See why your competition is successful and learn from it.  It is always a smart move to research your competitors’ websites for ideas of what works and what doesn’t. Keep in mind that blunt plagiarism is  a terrible idea for a lot of reasons.  To outsmart your competitor you need to take a creative idea and raise it to a new level by adapting it to the specific needs of your web site.

6. Does your web site work properly? Functionality is the key. There is nothing more repelling and damaging to your site reputation than broken pages. The web site needs to be tested in different browsers on both big and small resolution screens.

7. How long does it take to load? There is no widely accepted benchmark for page loading. My rule of thumb is that you have 2 seconds for the page to load and 5 seconds to sell a prospect. Therefore to maximise sales you should give yourself maximum selling time.

8. Do you have enough copy on your homepage? Give search engines something to read. Many website try to hide the scarcity of written text behind the abundance of images and “cool” graphics which obviously doesn’t help the ranking. Search engine heavily rely on copy in determining the popularity and relevance of your site.

9. Is the use of multimedia components justified? Think how you feel when you go to a web site searching for a product and as a result are sentenced to watching minute-long intros and animations? Most web design firms try hard to outperform the competitor by using elaborate layouts and special effects Here is the thing. Static sites with conventional layouts exist for a reason. Unless done skillfully and in moderation, the use of macromedia flash adds very little to the quality of the webpage and has a zero contribution to SEO. What it does, it significantly increases your initial costs and causes annoyance among visitors. The same rule applies to video and audio components.