Your business’s home page will most likely get the bulk of site traffic. So it’s important to optimise your homepage so it’ll convert as much of that traffic into leads – and, eventually, customers.

Here’s a quick summary of the homepage heavy hitters, or 12 elements that every website homepage needs to have.

1. Navigation

Make it easy for your visitors to find what they’re looking for with a clear, intuitive and easy to use navigation. Include a search box too.

2. Headline

Your website needs to immediately grab visitors attention and tell them what the site has to offer. You’ve only got about 3 seconds to make an impression, so make it count!

3. Sub-headline

Support your headline with a brief description of what you do. Make this relevant to your customers and their needs rather than just talking about yourself.

4. Supporting Image

This is one of the hardest things to get right, but so very important. Your image should clearly indicate what you offer, show emotion and encourage people to take action.

5. Content Offer

This is how you’re going to generate leads. What amazing content can you give away? A whitepaper, ebook, or guide perhaps? Make it educational and valuable to your customers!

6. Primary Call to Action

What do you want people to do next? Direct them on how to dig deeper into what you offer. Place the primary call to action above the fold.

7. Features

What do you offer people through your products and services? Please use top-line details only here, and save the heavier content for deeper within the website.

8. Benefits

Your support points. Speak to your customers in a language they’ll understand and clearly communicate what they’ll get by buying with you. Consider the emotional benefits rather than what they’ll tangibly walk away with.

9. Secondary Call to Action

If your primary CTA won’t appeal to all your visitors, include secondary CTAs to boost conversion from alternate buyer groups. Place these below the fold to give people things to click on when they scroll down the page.

10. Social Proof

Testimonials, complete with name and photo for credibility, build trust.

11. Resources

What else can you offer those people who aren’t ready to buy but instead want to learn more? Use your resources section as a chance to build credibility and showcase yourself as a thought leader in your industry.

12. Success Indicators

If you’ve got any awards or recognitions, highlight them here as they’ll help make a good first impression.

Image credit: Nate Burgos via Flickr.