Demand Curve: How Ahrefs’ homepage educates prospects to purchase


If you want your homepage to convert, it’s crucial to ensure that there is minimal confusion and friction for the user.

Conversion can be thought of as a formula: Conversion = Desire – Labor – Confusion. Keep this formula in mind when building your website. Your goal is to increase desire while decreasing labor (friction) and confusion. People have short attention spans, so if your homepage is confusing, they’re going to leave.

This post is going to tear down the homepage of Ahrefs, an all-in-one search engine optimization platform that allows marketers to perform competitive analysis, audit their site’s search traffic and find keywords that will allow them to rank better on search engines.

This teardown covers all the key sections of a landing page so that you can apply their conversion tactics and copywriting strategies to your startup’s homepage.

Capture attention with an objection handler

The first section of your website that a visitor will see is your above-the-fold (ATF) section. This section is important, because this is your chance to make a good first impression on visitors when they visit your website. If your ATF section is confusing or uninteresting, you risk the visitors leaving and reading nothing else.

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Ahrefs’ ATF section has four pieces that we’ll dive into individually: the header, call to action, social proof and a subhead.

Image Credits: Demand Curve

A header that tackles the most common objection

Your header must hook readers with your most compelling feature framed as a bold claim. When you handle your target audience’s biggest objection, it can serve as the bold claim that gets visitors to continue reading.

Ahrefs uses a common header template: Get [benefit] without [problem]. In this case, it’s flipped: With [product] you won’t have [problem] in order to get [benefit].

Ahrefs knows a lot of businesses need SEO but don’t have the time or resources to build expertise. So, Ahrefs tells their visitors you don’t have to be an SEO professional to use its product.

The underlying benefit here is that users will get more search traffic and rank higher on the web while not needing SEO expertise to do so.

Image Credits: Demand Curve

Make your call to action stand out

Calls to action (CTAs) are the only way to move visitors down the relationship funnel. It’s nearly impossible to get someone to sign up without encouraging them to do so. Visitors instinctively don’t want to sign up.

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