6 Easy Ways To Impress Clients With Your Firm’s Homepage [6 CASE STUDIES]

Your homepage is hugely important, because it’s one of the few pages of your website that nearly every visitor is going to see.

Prospects, potential partners, local media, and everyone else will expect it to be clear, easy to navigate, and to provide links to important information.

Take the time to do it right, and not only will you look professional and polished, but you will gain the trust of prospects and get them on track to become clients.

We reviewed the homepages of 18 highly accomplished and awarded architecture and construction firms around the world.

We were surprised to see that while all of them used some of the strategies we’ll discuss in this article, only a select few took advantage of all of them. You can be one of the select few!

Below, we’ll cover how to optimize your homepage using specific, easy tactics and case studies to show you exactly how some firms are getting it right … and others are missing out.

Homepage Must-Haves

A quick load lime. Make sure your homepage loads in under five seconds maximum, and preferably in under two seconds. Kissmetrics found that 47% of consumers expect a page to load in under two seconds, or they will leave.

Page load time is also one of the factors Google uses to determine your rank in search results. The faster your pages load, the more likely you are to show up high in search results.

Magazine-quality hero images. A hero image is a large banner image usually placed front and center on a webpage. It’s aesthetically pleasing and it’s what users expect to see. For architecture and construction firms, it makes a lot of sense to use an impressively beautiful image of one of your buildings as the first thing the user sees on your site.

It doesn’t have to be a static image, though, and later on you’ll see examples of a few websites that using slideshows or clusters of hero images instead.

A mission statement. It’s really surprising how often websites provide gorgeous images, but fail to share a concise statement of what their business does and why.

Your mission statement is a chance to distinguish your company from others in your industry, and ensure that anyone visiting your website understands who you are and what you do.

A clean, clear design. Your homepage is prime real estate that most of your website visitors will see; you should be able to justify the purpose of every element on the page.

Clean design is especially important when it comes to your menu. It should include a link to your portfolio or services, a link to your contact page, and a link to your about page.

Why? Because KoMarketing found that over 50% of visitors will use your menu to orient themselves. In addition, 52% of people will look for a link to an about page; 64% will look for a link to contact information; and a staggering 86% will look for information about your products or services.

Don’t make users guess where to find information, because they will either get annoyed or leave your site entirely.

Testimonials. A lot of firms don’t use social proof in the form of testimonials and industry awards, but that’s a big mistake!

79% of consumers trust online reviews from other happy customers as much as they would trust a personal recommendation. What could be better than giving prospects the equivalent of a personal recommendation to use your services?

Links to social media accounts or your blog. If you have active social media accounts or a blog where you publish industry-leading content, include a link or social media icons in an obvious spot on your homepage.

The catch is that you should only promote these accounts if you regularly share valuable content. Otherwise, don’t highlight that old Facebook post from 2014.

A call-to-action (CTA) to get contact information from users. We looked at 18 of the top architecture firms’ websites from the around the world, and only one made it clear and easy to opt-in to their mailing list on the homepage.

What gives? Don’t you want prospects to join your mailing list or set up a consultation? If you take this step, you’ll be way ahead of your competition.

Case Studies

Deltec

Image Source: Deltec

Pros:

  • Clear navigation
  • Beautiful hero image
  • Link to a recent blog post
  • Free booklet CTA captures prospect contact information
  • Customer testimonial
  • Obvious links to social media accounts
  • Quick load time

Cons:

  • The main menu may be too small to read for some users
  • No mission statement

Make Architects


Image Source: Make Architects

Pros:

  • Concise mission statement highlighted at the top of the page
  • Beautiful hero image slideshow
  • Embedded Twitter feed with recent, relevant tweets
  • About, contact and project links in the main menu
  • Quick load time
  • Use of video to showcase projects

Cons:

  • No CTA to engage prospects
  • No customer testimonials
  • The blog post and video sections on the homepage are a good idea but ultimately waste a large slot of space that could be used for more valuable information

SPF Architects


Image Source: SPF Architects

Pros:

  • Beautiful hero image
  • Clean design
  • Projects and contact information in the main menu
  • Fairly quick load time, but the use of animated graphics slows it down

Cons:

  • The main menu uses symbols instead of words, resulting in a poor user experience
  • The About page is called Company, which may be misleading to users
  • No mission statement
  • No testimonials
  • No CTA to engage prospects

Zecc


Image Source: Zecc

Pros:

  • Series of beautiful hero images showcasing their projects
  • Contact and projects in the main menu
  • Clean design
  • Quick load time

Cons:

  • About is not in the main menu
  • No testimonials
  • No mission statement
  • No CTA to engage prospects

Serrao Design


Image Source: Serrao Design

Pros:

  • Beautiful hero image
  • Headline announcing a recent feature in a leading industry magazine
  • Fairly quick load time
  • Project and about information in the main menu

Cons:

  • Main menu is difficult to read
  • Contact information is not in the main menu
  • No testimonials
  • No CTA to engage prospects
  • No mission statement

JLA Architects


Image Source: JLA Architects

Pros:

  • Clean design
  • About, contact and portfolio in the main menu
  • Beautiful hero image slideshow, and each slide features a concise message about the value of their services
  • Mission statement section
  • Customer testimonial
  • Quick load time

Cons:

  • No CTA to engage prospects

Now that you’ve seen the pros and cons of other firms’ homepages, learn from their mistakes as you rethink your own website!

Very few of the homepages we featured used testimonials, clear mission statements, and calls-to-action. How you could add those to your homepage and stand out from the crowd?

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