If you have Google Analytics installed on your web site (which you should if you want to do any internet marketing at all), you will see a statistic called a bounce rate.  This statistic is defined as the number of people that visit your web site and leave immediately.  Obviously, the higher the number, the worse off you are because it means higher percentages of people are flat out leaving your web site and not viewing information about your company.  The longer they stay on your site, the more chance you have of getting business and generating sales.

So, the question is “How can you reduce your bounce rate?”  Well, the number one answer is to ask yourself “Who am I marketing my business to?” and “If I am potential customer, when I go to the web site, is there enough information for me to make a purchase?”  Take a step back and look at your web site like a potential customer.  You need to decide if there is enough information about your products or services to call and make a purchase.  If not, you need to change the homepage.  Some basic ideas for the homepage:

• Ask questions about problems that your product or service can solve
• Point out your benefits big and bold so visitors will understand what separates you
• Put a lot of calls to action on the homepage
• Make sure it’s easy for a visitor to find information they would need to make a decision

Once you have changed the homepage, review the statistics every month and determine if the bounce rate is going down.  If not, make some more changes until you have maximized the potential of your web site.