Key homepage messages are the core points of your communication activities that appear on your homepage that make it easy for your target audience to get to the content that is relevant to them.

Key homepage messages open the door to meaningful communications with your audience, because they bridge what your audience already knows and where you are trying to take them.

Research shows that in 87% of cases people never go back to the original website if they can’t find what they are looking for within 7 – 12 seconds. They will click out of that website and continue their search elsewhere.

If you think about how you behave on the internet

1. You do a Google search
2. You get a list of links
3. You click on a link
4. And you go to a website
5. If you don’t find what you are looking for in the first 12 seconds you will probably go back to the main Google page and try the next link or change your search terms.

So a poorly structured homepage will not only damage your brand and you because people do not return to a non-engaging or irrelevant website - it actually sends business to your competitors.

These Key Homepage Messages need to “scream out” to your target audience “here you go, this is what you are looking for”

Understanding your key messages and displaying those messages on your homepage is important so that website visitors are directed through to the content areas that are relevant to them within that crucial 7 – 12 second time frame. Getting this right is central to ensuring that you immediately engage with website visitors when they land on your homepage.

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