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Stop updating your homepage with every new collection

It’s really common for online stores to feature their latest collection on their homepage as the very first thing that visitors see. 

They have put so much energy into birthing their new collection and they are so excited to tell the world about it… 

So it does make sense that online store owners want to promote their newness here… some web developers and brand experts would even recommend it to “keep things fresh”. After all, all the big brands do it. 

But we don’t recommend it for most online store owners. And here’s why. 

The first thing that your customer sees has two jobs: 

  1. Instantly tell people what you sell, who you sell it to and why they should buy if from you
  2. Get people to look at your collections or products 

A potential customer who has never visited your site before and doesn’t know what you sell isn’t going to care about your new collection, because they don’t even know what you sell yet. 

I’m not saying don’t promote your new collection. Absolutely do. Tell your list, use your social media to promote it and have a page on your website dedicated to it.  Tell all your existing customers who already know, like and trust you about your new collection.

Just don’t use the most precious real estate above the scroll on your home page.

You might change your hero image on your home page to include or feature your newness but make sure you clearly communicate what you sell, who you sell it to and why I should buy it from you.

Now there is an exception to the rule here…if you’re a brand with huge brand recognition and everyone coming to your site knows what you sell, go for it! Think Country Road, Apple, Nike. 

But if you don’t have that level of recognition just yet… stick to getting really clear and concise messaging about your brand. 

Your most precious realestate on your website – the first thing people see when they come to your home page – is NOT the place to announce your newness. It’s the place to tell new visitors exactly what you sell, who you sell it to and why they should buy it from you. 

Keen to learn what a high converting home page looks like? Download our free home page blueprint here