The Power of a Homepage Refresh
The Raleigh House, a valued client and marketing partner, had a clear vision: elevate their website's user experience and project an image of luxury and exclusivity. This, they believed, would resonate with their target audience and boost engagement.
While a complete website redesign was on the table, we knew we could achieve some "quick wins" first. Our focus? The homepage.
By refreshing its visual appeal, we aimed to improve user experience and convert more organic traffic into inquiries.
The results? They surpassed all expectations. Since launching the revamped homepage, they experienced:
- +206% Organic Conversion Rate YoY
- +59% Organic Conversions YoY
- +8% Organic Traffic YoY
- -5% Organic Bounce Rate YoY
Is It Time to Refresh Your Homepage?
Remember, your home page is your website’s “front door,” and strategic optimizations can quickly leverage your existing traffic to yield big results.
The following are some of the red flags that can signal it’s time to put some thought and resources into reimagining your homepage.
12 Signs You Need a Homepage Refresh
Sound the alarm if most (or all!) of these signs appear after a few years of your last refresh:
- High bounce rate: If visitors leave your homepage right away, it’s a red flag that your visuals and content are failing to grab their attention or guide them effectively.
- Low time on page: Short visits indicate a mismatch between visitor expectations and what your homepage delivers, suggesting a need for improved content and layout.
- Decrease in click-through rate: Fewer clicks on your calls to action (CTAs) suggest they’re not clear, engaging, or relevant, highlighting the need for a more compelling CTA strategy.
- Decrease in leads: A drop in leads suggests your content, SEO strategy, and CTAs need an overhaul to better capture and convert consumer interest.
- Drop in website traffic: A noticeable decline in visitors signals your homepage no longer draws or retains interest, likely due to stale content or poor SEO performance.
- Drop in brand mentions: This suggests your homepage content, or visuals no longer resonate with your target audience and need a refresh.
- Outdated information: Stale or outdated healthcare information erodes trust and negatively impacts homepage performance. Do you have a new service? New location? New staff? The homepage needs to be updated with this information.
- Outdated brand messaging: Outdated, inconsistent, or misaligned brand messaging confuses consumers and weakens your healthcare brand. Reevaluate to align messaging and brand values.
- Outdated visual identity: Dated or unprofessional brand identity makes your site look neglected, driving away potential leads.
- Outdated content (videos and images): Using old content, videos, or images can make your homepage feel irrelevant, old, and unappealing.
- Underperforming SEO: If you’re not making regular strategic SEO adjustments to your homepage, you are likely losing visibility and relevance in search engine results pages (SERPs).
- Poor mobile responsiveness: If your homepage isn’t optimized for mobile devices, you’re probably losing a significant portion of your audience.
Take Your Homepage from Mediocre to Magnificent
Our work with The Raleigh House is a testament to the power of strategic, well-timed changes.
By strategically refreshing their homepage, we reinforced their image of luxury and exclusivity, boosting engagement, admissions, and conversions.
This success story underscores the transformative potential of enhancing this crucial webpage and its profound (and near-immediate) impact on organic SEO engagement.
