How to write home page copy
If you’re anything like my clients and students, you want to learn how to write copy that converts readers into buyers from the moment they land on your business’ website. How would it change your life to have new leads in your inbox every week because someone found your website and they can’t wait to work with you? Speaking from experience, it’s pretty amazing!
Most people think that writing their about me page is the hardest task to tackle. It’s difficult to write about yourself—right? Yes, but it’s even more challenging to summarize what you offer in a space as small as a homepage. To add more challenges to the mix, you need to consider that while an about me page has just 1 clear call to action, which means a distinct flow through the copy, your homepage is multi-purpose.
How do you condense all of your products, services, or skills to a summary that is both informative and interesting? Quick and snappy, yet all encompassing? And directs readers to the exact inner page they need to go to continue on the seamless buying journey?
PHEW… It sounds tough.
Don’t worry, though! I’m here to help. I’m a website copywriter for creatives, which means I’ve helped plenty of businesses write websites that convert while they sleep. Let’s dive into the step-by-step process to write an amazing home page for a website.
How do you convert buyers on your home page though? This is sort of a trick question because there’s more than one way to convert a reader on a home page. It’ just depends on what you count as a conversion.
A conversion could be:
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An email subscriber from the lead magnet on your home page
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Clicking to your contact form
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Checking out your latest service offerings
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Purchasing a product
Given the nature of home pages, you could have multiple conversion measurements as well.
The art of copywriting for creatives
As Joanna Wiebe tells her audience time and again on her podcast, writing copy that converts is a combination of art and science. She teaches the “rule of one.” That means writing each landing page on your website for 1 reader, using 1 message, including 1 offer, and 1 promise. This theory is common throughout website copywriters, but I like how she teaches it.
With a homepage, however, this rule is impossible to follow for a couple reasons. First, it’s impossible to know what stage of the buying process that your homepage reader is at. Did they accidentally stumble across your blog or are they searching for someone like you? Maybe they are familiar with your work and nearly ready to buy. Second, your homepage has multiple roles to fulfill as it welcomes people to your website, so you need to check every box.
The key to writing a killer home page that keeps clients clicking through to your contact information is to swiftly direct them to exactly where they need to go. Unlike other pages, like your blog or sales page, you don’t want them to linger.
10 Must-include components on a home page
What actually goes on your homepage? This differs depending on the type of business, but if you’re a creative entrepreneur for example, the following items should be included on the home page of your website…
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A banner image and headline that catches the reader’s attention. Try to identify them with this first headline.
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A sub-headline that introduces the solution you offer.
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A brief overview of what you offer and what makes you unique.
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Potentially a short founder summary.
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Direct the reader to your service offerings based on the type or delivery method if you offer multiple.
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Your latest lead magnet or promotion. This can be a banner that changes as your offers change.
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Featured or latest blog posts or social media feeds to further engage the reader.
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If you don’t include a lead magnet, at least add your email subscription form.
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The strongest testimonial you have that supports the copy.
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Beautiful imagery and visual branding that appeals to your target clients.
Always always always focus on quality over quantity when writing website copy! Edit thoroughly and harshly to cut anything that is redundant. Get to the point as quickly as possible. You don’t want to bore potential clients with flowery language that they can’t connect with.
Step-by-step to write a home page for your website
Now how do you actually go about writing copy for your home page? Everyone has a different process, but here’s a snapshot of mine…
Create an outline of the entire page.
I always start with an outline. A lot of people experience writer’s block because they don’t know where to start. Think of the essays you likely had to write in school. If you created a detailed outline first, then writing was a lot easier. It’s the same thing when we have to write copy. Whether I’m writing for myself or my clients, I always spend phase 1 of the project researching and outlining the exact things that will at each stage, then start to write in phase 2 after I’m 100 percent happy with the outline. Taking the time to do this first actually sometimes takes longer than writing the copy itself because I’m so detailed about what goes where!
speak directly to your ideal client.
The biggest rule of copywriting is that you need to speak directly to your ideal client and you need to speak their language. Meet them where they are, show them that you know them, and let them know that you are there to help. Sales requires a mindset of service, and serving others starts when you take the time to learn about them. It will give them the warm fuzzies because they feel seen and heard, and you’ll increase your conversion rates.
When introducing yourself, make it all about the reader still. Who are you, but why does that matter for them? What information is relevant for them to know? What problem do you solve for your ideal client? Why are you the best person for the job?
show them where to click to learn more about each offer.
Remember how above I mentioned that the goal of your home page is to direct readers to the appropriate inner landing pages? People aren’t always sure where to click, so you need to make this process super simple for them. Map out their journey through the home page and into the rest of your business’ website.
Edit thoroughly before publishing.
Think of your homepage as your business directory. Your virtual receptionist. Identify where your reader is at in the buying process, and direct them to the corresponding solution.
Pro tip: Keep it brief.
Your homepage is not the place for your life’s story. Stick to the point within each section of the page and get there as fast as possible without sacrificing clarity. People are busy these days, and we need to be aware of that if we want them to stick around.
Still totally stumped writing your website copy?
Cool. That’s what I’m here for. Really—if it were easy, I wouldn’t have a job. So if you want to DIY your website copy, but need more help figuring out what the heck to actually say, check out the website copy templates in the wordy shop over here. These plug-in website copy templates are wireframed as well, so you not only know what to say, but where to say it. Design falls into place easily around it.
