3 minute read
Your homepage is your most important acquisition asset.
For many geospatial businesses, it’s where potential customers form their first impression—and decide whether to engage further or leave.
But here’s the problem: Most geospatial homepages create friction. They miss key information, fail to answer obvious questions, and make it harder—not easier—for visitors to take action.
If your homepage isn’t helping you acquire customers, here’s how to fix it.
1. Capture Attention in the Hero Section
Most visitors won’t scroll past the hero section unless they immediately understand:
- What problem you solve (Is this relevant to me?)
- What your product/service does (How does it help?)
- Who it’s for (Am I the right audience?)
- Why it’s better than their current solution (Should I care?)
Instead of vague headlines like “Better geospatial insights,” try:
“AI-powered remote sensing for real-time wildfire detection—so you can act before disaster strikes.”
Your goal? Hook them in and keep them scrolling.
2. Use Social Proof to Build Trust
Once visitors know what you do, they need proof that you can deliver.
Include:
- Logos of companies using your platform
- Case studies or use cases that highlight real impact
- Customer testimonials that reinforce your key messaging
Instead of saying “Trusted by industry leaders,” show results:
“[Your Platform] reduced our field survey time by 50%, saving us thousands in operational costs.” – [Client Name, Company]
3. Focus on Benefits, Not Just Features
Now that they trust you, highlight the pain points you solve and the value you bring.
Common homepage mistakes:
- Listing features without context (“Automated LiDAR processing”—So what?)
- Focusing on what your product does, not how it helps (“AI-powered classification”—Why does that matter?)
Instead of “Cloud-based GIS processing,” say:
“Process massive GIS datasets in minutes, not hours—no infrastructure needed.”
4. Address Key Objections—Before Visitors Ask
Many geospatial prospects leave because essential questions aren’t answered.
Common objections to tackle upfront:
- “How will we adopt this into our workflow?” → Explain onboarding & implementation clearly.
- “This sounds too good to be true.” → Back up claims with real-world results.
- “How does it actually work?” → Make the ‘How It Works’ section easy to find.
- “Migrating our data will be a pain.” → Offer free migration support to remove friction.
Answering these concerns before they arise keeps visitors engaged and moving toward conversion.
5. Guide Visitors with Clear Navigation
Not all geospatial customers have the same needs. Make it easy for them to find the right content based on their industry, use case, or pain point.
For example:
- GIS providers: “Government | Utilities | Agriculture”
- Drone mapping platforms: “Surveyors | Construction | Environmental”
- Remote sensing providers: “Disaster Response | Climate Monitoring | Land Use”
The clearer the path, the more likely visitors are to continue exploring.
6. Make the Call to Action (CTA) Obvious
Too many homepages bury their CTAs or make them too complicated.
Your CTA should:
- Be clear and direct (“Book a Demo” is better than “Learn More”)
- Set expectations (“Get a 15-min demo—no commitment” reduces hesitation)
- Appear multiple times on the page (not just at the bottom)
Instead of “Contact Us,” try:
“See how [Your Product] reduces field survey time by 50%—Book a 15-min demo today.”
The Bottom Line
If your homepage isn’t converting, it’s not just a design issue—it’s a messaging issue.
The best things you can do to improve it are:
- Remove friction by answering key questions upfront.
- Make it clear why your solution matters.
- Guide visitors through the journey—don’t leave them guessing.
If you’re stuck for inspiration, here’s a basic homepage messaging structure that works well:
Need help? That’s what our team are here for.
Check out our Website Copywriting services.
Or Contact us if you’d like to have a chat about your site.