Copywriting is an important part of any business. Whether you're trying to sell a product or service, you need to have words that catch your audience's attention, keep them reading, and encourage them to take action.
If you want your visitors to stay on your website longer, you need your homepage copy to resonate with your audience. Sound complicated? It doesn't have to be!
Check out the 10 tips below to help you write a conversion-worthy homepage!
Homepage Copywriting Tip #1: Create a strong headline.
The homepage headline is a crucial part of your website. It's the first thing visitors see, and it sets the tone for the rest of their experience. If you don't hook them with your headline, they'll bounce away before getting to any of the good stuff.
So how do you write a good homepage headline? Make it clear and unique.
Put the most important information first. Use active voice, not passive voice (e.g., "Foods that make you feel full" instead of "Foods that are filling"). Your headline should also make it very clear to your audience what you do or what you offer.
And if it isn't obvious, keep it short and sweet!
Here are some examples of exceptional homepage headlines!
Example: Foster Decor Consulting has a stellar homepage headline! Her headline is a Perfect example of creating a strong headline that shows off your personality!
Example #2: Richelle Jessey is the perfect example of a direct headline! We know right away who she is, what she does, and who she helps!
Homepage Copywriting Tip #2 Connect with the reader.
Your homepage copy should connect with your reader. If your copy doesn't resonate or speak to your audience, they will bounce.
Here are a few steps you can take to ensure that happens.
Know your audience: What are their wants, needs, and desires? What are the challenges they face? Knowing this will help you write content that speaks directly to them, rather than generalizing what you think they might want to read.
Be specific: Don't use vague language or phrases like "a lot" or "a little." Instead, use numbers or percentages that give an exact idea of how much something is or isn't.
Use action-oriented verbs in your sentences: This is a simple way to make sure your writing gets right to the point and doesn't get bogged down by unnecessary words or phrases. You could say, "We offer a variety of products," but it's better to say, "We offer over 500 products!"
Example: Check out the way Cali from the Travel Shifters directly targets the pains of her audience.
Homepage Copywriting Tip #3: Use active language.
Active language is a powerful tool that can help you get your point across more clearly, with less effort. It's also a great way to ensure that you're not writing in a passive voice, which can make your writing confusing and unclear.
Active language is easy to use: just switch the subject of your sentence from "I" or "we" to the object of the sentence. For example, "We will help you find leads” becomes "You will land 2x more leads!"
It's also important to note that active verbs are much stronger than passive verbs. If you want your reader to take action based on what they read in your writing, then you'll want to use an active verb whenever possible.
Homepage Copywriting Tip #4: Write like you speak (and keep it short).
Write like you speak. The first rule of thumb: Don't use big words when small ones will do. You're not trying to impress anyone, so don't strain yourself in search of the perfect word or phrase that no one else uses.
Keep it simple, conversational and keep paragraphs short. A paragraph shouldn't be more than three sentences long—and preferably only two sentences long—to make reading easier on your reader's brain and eyesight.
Example: Check out how Elevated Design Interiors break up their text while still appealing to the wants and desires of their target audience.
Homepage Copywriting Tip #5: Talk about your customer.
The best way to show you understand your customers and their problems is to talk about them. Addressing the needs and wants of your customer is a great way to show them that you're in tune with their struggles.
Make your customer the hero of your story by talking about where they are now and where they will be after your service/product. This can help your reader visualize themselves using your service and having that transformation.
Example: Elite Concierge Nursing tells their visitors exactly how they will feel after working with them 👇🏻
Homepage Copywriting Tip #6: Be credible and specific.
Be specific about the benefits you offer. If your product/service solves a problem, tell readers what that problem is and how they can solve it with your offer.
Be specific about the problem you solve. Don't just promise "better" or "new."
Tell people exactly what they stand to gain by using your product/service—and why it will make their lives easier or better in some way that matters to them personally—then show them how well their lives will improve once they invest in yours!
Example: I make sure to display all my past client reviews right on the homepage of my website!
Homepage Copywriting Tip #7: Be consistent with your voice.
Keeping a consistent tone of voice is one of the most important things you can do when writing copy. It's tempting to try to be funny or to use different tones in your content, but what happens when you change from funny to serious? Or from serious to humorous?
You lose your audience's trust. If they're not sure what to expect from you next, they're going to tune out—and that means fewer conversions, less engagement, and ultimately fewer sales.
Think about who your audience is. What age group are they? What are their interests? What do they care about? Once you have an idea of who they are and what matters to them, you can start thinking about how you can speak directly to those concerns in your content.
Example: Foster Decor Consulting does this PERFECTLY! Check her copy below. Her tone and voice stays consistent throughout all her web copy.
Homepage Copywriting Tip #8: Have a clear CTA (call to action) in mind.
A clear CTA (call-to-action) can be the difference between a visitor leaving your website and that visitor becoming a customer. You need a clear CTA in mind for your homepage. A clear CTA gives your audience a direct path and funnels them towards your end goal.
If you're unsure what kind of CTA you should use, here are some tips:
Make it clear: If they're confused, they won't click!
Tell them why: Make sure they know why they should give you their information or buy your product. The more appealing you make it sound, the more likely people will be to act on it!
Make it easy: Don't ask for too much information at once; instead, break up the steps into smaller chunks so that people aren't overwhelmed when filling out forms or making purchases!
Example: Alexandra from Alexandra Wuyke Art - keeps her CTA's clear and simple on every page of her website. All her CTA's buttons keep the same color and push the same action "Shop Now."
Homepage Copywriting Tip #9: Know your objective and write to achieve it
If the purpose of your copy is to get people to sign up for a service, then you should be designing your copy so that it gets people to sign up for that service.
This doesn't mean you can't include other information. You will want to include some background on your business—but if there's one thing I've learned from experience, it's this:
The most effective way of writing engaging content is by knowing what outcome you're trying to achieve and making sure each piece of content helps move users toward achieving that outcome.
And this goes for all content, not just your homepage. For every marketing material you produce, ask yourself, "what is the purpose of this content?" If it's to engage, educate, or convert - make sure you're pushing that objective forwards throughout the content.
Homepage Copywriting Tip #10: Show off your USP!
A USP, or unique selling proposition and It's how you differentiate yourself from other companies in your industry. It's the one thing that makes your company stand out above all the rest and allows consumers to see your products as something special or different enough to warrant their attention.
The first thing to consider is what makes your company unique. What makes you different from your competitors? What do people love about you? Why do they keep coming back?
You don't have to be a Fortune 500 company to have a USP; in fact, most of the time it's something small, but it can make all the difference when it comes time to attract new customers (or even keep existing ones).
Here are some examples:
A brand that sells organic food will likely have a USPs like "GMO-free" or "All-natural ingredients." These terms give customers an idea of what they're buying into and what kind of experience they'll get when they try the product for themselves.
A clothing company might have their own slogan ("Live life in color," for example) or tagline ("Relaxed fit."). This helps them stand out from other brands and give customers an idea of what they can expect from each item they pick up in store.
Example: Color Me Hue does an awesome job of showing off their USP. They offer emergency paint jobs and make that apparent right on their homepage,
Now that you’ve got the basics, it’s time to start writing!
Writing great homepage copy takes time, but with these tips, you’ll be on the path to writing a conversion-worthy homepage in no time!
And if you need help crafting the perfect homepage - let’s connect!
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