Homepage CRO

Turn the homepage into a clear path to enquiry

Primary goal: free needs analysis / contact form submission on doughgetters.co.za — for mixed traffic (organic, paid, referral, direct).

Open interactive prototype ↗

Executive summary

DoughGetters already communicates a strong brand (“effortless / insightful”, entrepreneur-focused accounting). The conversion gap is structural: too many competing CTAs and headlines, service tiles that look broken (repeated “Accounting Services” labels), social proof buried mid-page, and no FAQ or post-submit clarity before the contact moment. The live “Want to connect? Contact Rene now!” band is vague compared with the sales motion you describe (free needs analysis → onboarding → monthly rhythm).

This playbook maps each homepage section to a recommended change and explains why it matters for conversion and trust — aligned with the gold-themed prototype (implement in Elementor after client review).

Current vs recommended page flow

One scroll path should move visitors from clarity → trust → services → process → objections answered → proof → form.

Current (live homepage)

  1. Competing hero lines (“Effortless / Insightful” vs “Empower your finances”)
  2. Multiple CTAs: “Let’s talk growth”, “Get started”, “How we work”
  3. 1-2-3 block with generic “Accounting Services” imagery
  4. Repeated “Accounting Services” service tiles (looks like a CMS error)
  5. Testimonial present but not immediately after hero
  6. “Want to connect? Contact Rene now!” — weak expectation-setting
  7. No FAQ; Franchise / Journals compete in nav for enquiry traffic

Recommended (prototype)

  1. Hero — one outcome H1 + primary CTA
  2. Proof strip — SPACECODE quote + logo placeholders
  3. Services — six distinct cards with correct labels
  4. Process — 1-2-3 aligned to needs analysis
  5. What happens next — post-submit expectation strip
  6. FAQ — 5–7 objection handlers
  7. Testimonial + mini case — then dedicated contact form
  8. Sticky mobile CTA → contact

Section playbook

For each block: what visitors see today, what we recommend, and why the change improves conversions.

1. Hero
Current on live site

Split messaging (“Effortless where it should be…” vs “Accounting services that empower your finances”); several buttons with different labels; Xero differentiation mostly in image alt text.

Recommended change

Single H1: “Stay compliant. See your numbers every month.” Subhead for SA entrepreneurs on Xero. Primary CTA: “Request my free needs analysis”. Secondary: “See how we work” (scroll to process). Badges: Xero partner, South Africa, dedicated account managers. Microcopy: “We respond within one business day. No obligation.”

Why this needs to change

Cold visitors must understand offer + next step in under 60 seconds (usability Task 1). Competing headlines and CTAs split attention and hurt form-start rate (PIE score 26 for CTA sprawl; 24 for competing headlines). One primary action matches your 1-2-3 promise.

2. Proof strip
Current on live site

Pavlo / SPACECODE quote exists but sits lower on the page; limited logo wall or second proof point above the fold.

Recommended change

Immediately after hero: blockquote from Pavlo Protopapa (SPACECODE) plus “Trusted by growing businesses” with 2–4 client logo placeholders (regions or names).

Why this needs to change

Buying committees need credibility before scrolling deep (usability Task 3). Elevating proof reduces bounce for paid and organic traffic who do not already know Willem or Rene.

3. Services grid
Current on live site

Multiple tiles labelled “Accounting Services” with the same generic image — reads as a template bug, not a full service line-up.

Recommended change

Six distinct cards: Accounting, Bookkeeping, Tax compliance, Xero training, Business valuations, Switch to DoughGetters — each with unique title, one-line outcome, and “Learn more” link.

Why this needs to change

Broken labels erode trust instantly (backlog #4; PIE 24). Distinct cards help visitors self-qualify and pick the right need in the contact dropdown — better lead quality for sales.

4. Process (1-2-3)
Current on live site

“Joining us is as simple as 1-2-3” exists but sits among other bands; CTAs nearby do not all say “needs analysis”.

Recommended change

Steps: (1) Free needs analysis, (2) Onboarding & setup with named account manager, (3) Monthly rhythm. Repeat primary CTA below the steps.

Why this needs to change

Aligns marketing story with how you actually sell — reduces fear of an open-ended “get started” and sets expectations before the form (backlog #2 section restructure).

5. What happens next
Current on live site

No dedicated strip explaining post-submit steps; visitors must infer from scattered copy.

Recommended change

Dark band: Submit form → Short needs analysis call → Custom proposal → Onboarding & monthly support.

Why this needs to change

Form anxiety drops when people know what happens after click (backlog #6). Especially important for switchers comparing firms (usability Task 4).

6. FAQ
Current on live site

No on-page FAQ accordion; objections (cost, Xero-only, switching, timeline) unanswered on homepage.

Recommended change

5–7 questions: Who is it for? Why switch? Onboarding time? Xero-only? Pricing approach? What happens after submit? Implement accordion + FAQPage schema (see SEO audit).

Why this needs to change

Unanswered objections cause bounce before contact (backlog #5; PIE 22). FAQ also supports GEO/AI citations when paired with schema.

7. Testimonial + mini case
Current on live site

Strong SPACECODE quote on homepage but without structured mini case or metrics; single proof point for committees.

Recommended change

Dedicated band with quote + mini case snippet (onboarding outcome; placeholder for hours saved / weeks to onboard when available). CTA repeats primary label.

Why this needs to change

B2B buyers often need more than one narrative (backlog #4 high-impact). Reinforces proof after FAQ for visitors who scroll the full page.

8. Contact / enquiry
Current on live site

“Want to connect? Contact Rene now!” — personality-led but vague; form on separate contact page; Rene vs Willem roles unclear; longer forms possible.

Recommended change

Headline: “Tell us where you are today.” Four fields: name, email, company, need (dropdown). Team block: Rene leads enquiries; Willem/account manager after onboarding. POPI note. Thank-you page confirms next step + response time.

Why this needs to change

Replaces vague contact CTA (backlog #3). Shorter form lifts submit rate when traffic is low (experiment table). Clear roles build trust; aligns with mixed traffic still routed to one pipeline.

Implementation priorities

Quick wins (implement now)

#ChangeWhyEffort
1One primary CTA sitewide on homepage: “Request my free needs analysis”Removes CTA sprawl; matches 1-2-3 promiseCopy
2Secondary CTA “See how we work” — subordinate, scrolls to processKeeps education path without competing with formDesign
3Normalise CTA labels in nav, hero, sticky barCleaner GA4 event namingDev
4Fix service tile labels — distinct titles per serviceRepeated “Accounting Services” looks brokenCMS
5Move testimonial up — after hero or 1-2-3Cold traffic needs proof earlierLayout
6Xero partner badge near primary CTATech differentiator buried todayDesign
7Microcopy under CTA: response within one business dayReduces submit anxietyCopy
8Align contact identity — Rene/Willem roles in team blockResolves name confusionCopy
9H1 consolidation — one message in five secondsSEO + clarity (ties to SEO audit)Copy
10Thank-you page line after form submitConfirms next step + response timeDev

High-impact changes (prioritise next)

#ChangeWhyEffort
1Hero rewrite — outcome-led headline + SA/Xero subheadGeneric H1 does not differentiateMedium
2Section restructure: hero → proof → services → process → FAQ → testimonial → CTASingle scroll path to formHigh
3Dedicated enquiry band with embedded or linked form“Want to connect?” too vagueMedium
42–3 case snippets or logo wallBuying committee needs more proofMedium
5FAQ accordion (5–7 questions)Objections unanswered todayMedium
6“What happens next” stripSets post-submit expectationsLow
7Sticky mobile CTA → contactMobile-first browsing for SMB ownersMedium
8Shorten contact form to four core fieldsLess friction on first touchLow
9Demote Franchise / Journals in nav on conversion campaignsNav competes with enquiry intentLow
10GA4 form events + Microsoft ClarityMeasure mixed traffic by sourceMedium

Research & measurement

Post-launch: compare form start rate and submit rate by channel once events are live for 4+ weeks.

Interactive prototype

The prototype uses a gold visual direction for the target homepage UI (separate from this audit’s teal deliverable styling). Open it in a new tab to click through CTAs, FAQ, and the four-field form.

Open full prototype in new tab ↗ Back to SEO audit

If the preview does not load, use the button above. Implement approved sections in WordPress/Elementor — do not replace the live site with this file directly.