How to Write Your Website Homepage (That Actually Converts)
- Kristin Overly
- Jun 17
- 10 min read
The Google Doc is open, ChatGPT is firing away, and yet… you’re still staring at the screen wondering, “how do I write a homepage for my website that actually sounds like me and converts?”
Whether you’re DIY-ing your site from scratch or circling back to copy that no longer fits your brand, this post will walk you through my exact step-by-step process for how to write a homepage for your website. I’m sharing my go-to homepage copywriting strategies to help your words connect, convert, and actually sound like you.
If you’ve been Googling “copywriting for your homepage” and feel like you’ve fallen down a rabbit hole of conflicting advice? This one’s for you!
Wanna skip the whole 'winging-it' method? Grab my Ultimate Homepage Blueprint here!
What Should Your Homepage Include?
Before we get into the homepage copywriting tips, let’s zoom out and look at the big picture. Your homepage isn’t just an intro, it’s your brand’s handshake. In just a few scrolls, it should clearly answer the five things every potential client wants to know:
What do you do? You want to spell it out simply and clearly—what service or transformation do you provide?
Who do you help? Let visitors know they’re in the right place by naming your ideal client or audience directly.
Why should they choose you? What sets you apart? This could be your approach, experience, values, or personality.
How can they work with you? Share your signature services or next-step offers so they know what’s available.
What should they do next? Always guide your reader with a clear call to action, whether it’s booking a call, browsing your services, or downloading a freebie.
When done well, your homepage acts like a mini sales funnel, building trust, creating connection, and gently guiding someone toward the next right step.
Here’s the typical flow I recommend (and use with my own clients):
Section 1: Above the Fold – Headline, subhead, and CTA that instantly orient your reader
Section 2: Empathy + Connection – Speak to the pain point or challenge they’re facing
Section 3: Transformation/Benefit – Show them what’s possible after working with you
Section 4: Overview of Services – Introduce your main offers or pathways
Section 5: Mini About Section – Add a human touch and build trust
Section 6: Social Proof – Reinforce credibility with testimonials or results
Section 7: Extra Content Hubs – Invite them to explore your blog, shop, or freebies
Section 8: Final CTA – A clear, confident invitation to take the next step
Now that you know the “what,” let’s go over the “how” section below.
1. Above the Fold (Homepage Headline, Subhead, CTA)
Purpose: Your above-the-fold section is the first thing people see when they land on your homepage so it needs to work hard and fast! This section should immediately tell visitors who you are, what you do, who you help, and what to do next.
Why It Matters: You’ve got about 1-3 seconds to make an impression before someone clicks away. That tiny window determines whether someone keeps scrolling or bounces. When done right, your homepage headline acts like a billboard: simple, bold, and unmissable.
What to Include:
Headline that includes your core offering or primary keyword
Subhead that gives more context, highlights the benefit, or speaks to the result
Call-to-Action (CTA) button that tells them where to go next
How to Write It: Think: keyword + audience + result. Clarity beats cleverness every time. This isn’t the place to be poetic or overly branded, it’s about helping your visitor say, “Yes, this is what I need.”
Use your homepage’s main keyword (e.g. “luxury interior design”) so that both your reader and Google know what this page is about.
Example: My client Barbara from B. Christine and Co Interiors wanted to target her primary keyword 'luxury interior design' while aslo using discerning language to appeal to a more high-end clientele. To capture both idea clients and target her keyword, I used her primary keyword in her headline while appeaing to the desires of her audience - practicial but purposeful design. We also expanded on this by including a local keyword in her subhead.
2. Empathy + Connection
Purpose: This is the “you get me” moment. Your goal here is to reflect your reader’s current experience so clearly that they feel like you’ve been listening in on their inner monologue. This is what builds emotional buy-in before you ever mention your offer.
Why It Matters: People don’t make buying decisions based on logic alone, they buy when they feel understood. By naming their frustrations and speaking their language, you build trust fast. If your homepage doesn’t have this section, it risks feeling cold or generic.
What to Include:
A few short lines describing what your ideal client is currently struggling with
Emotional cues that mirror their thoughts, tone, and energy
Specific, relatable phrases they’ve probably said out loud (or in their head)
How to Write It: Get out of marketing mode and into empathy mode. Use “you” instead of “we.” Think like a coach or therapist, what’s actually under the surface of their search for a website writer, coach, photographer, etc.? Use real-life language, not polished brand speak. Avoid being vague, be real. If you’re not sure what to say, revisit your DMs, client calls, or intake forms and pull the exact words your audience uses.
Example:
Here’s how I did this for my client Stephanie at Awaken Arousal, a somatic intimacy and relationship coach. This section sits just below the fold on her homepage, and instantly builds emotional connection:
"Are You Feeling Disconnected or Lost in Your Intimate Life? It feels like something is missing...an invisible gap between you and your partner (and maybe even yourself?). You might not even realize how disconnected you’ve become from your own needs and desires until the struggle feels too big to ignore. You’ve tried EVERYTHING: self-help books, endless conversations, and even just ignoring the problem, hoping it will go away. But instead, the distance only grows. What if I told you it doesn’t have to be this way?"
This section opens the door for trust, intimacy, and readiness so that by the time Stephanie introduces her offer, the reader already feels seen, heard, and hopeful.
3.Paint the Transformation
Purpose: Now that you’ve made your reader feel seen, it’s time to help them envision what’s possible. This section shifts the focus from where they are now… to where they could be after working with you. It’s the hope-builder.
Why It Matters: People don’t buy features, they buy outcomes. Whether you’re offering website copywriting, coaching, photography, or design, your audience is looking for a result. This section is where you show them what that looks and feels like.
What to Include:
A short, vivid description of the “after”
Emotional and practical benefits they’ll walk away with
Specific outcomes or lifestyle shifts they can expect
How to Write It: Zoom out from your process and zoom in on their result. This isn’t the time to explain how you get them there—it’s about what’s waiting on the other side. Use vision-casting language like:
“Imagine if…”
“Picture this…”
“What if you could finally…”
“You deserve to…”
Keep it emotionally grounded, but not overly flowery. Speak to their deeper desires, not just surface wins.
Example:
“Imagine publishing a homepage that makes you feel proud, not panicked. One that shows off your talent, attracts aligned leads, and does the heavy lifting for you.”
This single sentence paints a clear, powerful picture of what life looks like after great homepage copywriting emotional relief and tangible results. That’s the kind of transformation that sells.
4. Offer the Solution: Services or Signature Offers
Purpose: This is where you shift from empathy and inspiration into action. You’ve made them feel seen and shown them what’s possible, now it’s time to connect the dots and introduce how you help them get there.
Why It Matters: When someone’s ready to take the next step, you want to make it easy. But clarity is key, too many options or vague service names can lead to decision fatigue or confusion. This section positions your offers with purpose, so the reader knows exactly how you can help them.
What to Include:
2–3 signature services or pathways
Benefit-forward descriptions (make it about them, not just what’s included)
Clear CTA buttons that link to relevant service or sales pages
How to Write It: Lead with outcomes, not logistics. Instead of saying, “2 calls, 5 pages of copy, 1 audit,” think:“With this, you’ll walk away with a homepage that reflects your expertise and converts readers into buyers.” Use descriptive names when possible like “Brand Photography Experience” instead of just “Photography Session.” This section should feel like a choose-your-own-adventure menu, but without overwhelming the reader.
Example: For Barbara, we wanted to be very clear that her services are an investment and weed out bargain shoppers. We included her 4 interior design service options and included pricing so visitors can self-identify what they need and if they are a good fit to work with her.
5. Mini Homepage About Section
Purpose: Once your reader knows what you offer, they naturally want to know who’s behind it. This section gives them a quick intro to the human behind the brand without turning it into a full bio.
Why It Matters: People hire people. They want to feel like they’re working with someone who understands them, shares their values, and has the experience to back it up. A mini about section helps create that emotional connection and trust without overwhelming them with your full life story.
What to Include:
Your name and a casual, friendly intro
What you do and who you help
A soft mention of your “why” or what makes your approach different
Optional: a link to your full About page
How to Write It: Keep it short, warm, and conversational. Imagine you’re introducing yourself to someone at a networking event—not listing your credentials or degrees. Let your personality peek through while staying clear on your role and specialty. Think of this like your homepage version of an Instagram bio (but with more heart).
6. Toot Your Own Horn! Show off That Social Proof 💁🏻♀️
Purpose: You’ve told them what you do and how you do it, now it’s time to show it. This section is your opportunity to back up your claims with real results and real voices from real clients.
Why It Matters: No one wants to be your test run. Even if they love everything about your site so far, they still want to know: “Has this worked for other people like me?” Testimonials give that reassurance. They ease doubts, validate your expertise, and help potential clients picture themselves in your past clients’ shoes.
What to Include:
1–3 high-impact testimonials from happy clients
Results-based stats, screenshots, or metrics if available
Optional: logos of past clients, publications, or podcasts you've been featured in
Bonus: link to your case studies or testimonials page
How to Write It: Choose testimonials that reflect the same pain points and outcomes your ideal client is navigating. Prioritize clarity over fluff, skip the “She’s amazing!” quotes and focus on those that speak to transformation and tangible results. If you’ve got numbers, use them. You can also briefly intro each testimonial with context or pair it with a CTA that links to a deeper case study.
7. Extra Content Hubs (Blog, Shop, Freebies, etc.)
Purpose: Not everyone who lands on your homepage is ready to buy and that’s okay. This section gives them other ways to explore your world, stay connected, and build trust over time.
Why It Matters: Some people are on the edge of hiring. Others are just starting their research. This part of your homepage is for the browsers, the lurkers, the “maybe later” folks. It keeps them engaged, deepens the relationship, and positions you as a helpful, generous expert before they ever inquire.
Plus, bonus: the longer people stay on your site, the better it is for your SEO.
What to Include:
Highlights from your blog (popular posts or recent uploads)
Links to your digital shop, courses, or templates
Free resources, guides, or checklists
A link to your newsletter, welcome quiz, or other opt-in
How to Write It: Frame this as an invitation to explore. Think of it like a “choose your next step” hub. Use curiosity-led copy to entice them to click without pressure. Avoid just saying “check out my blog.” Instead, give them a reason why it’s worth their time.
Example:
"Not ready to work together just yet? No worries! Check out my blog for free SEO tips, homepage writing guides, and content planning strategies. Or head to the shop for plug-and-play content templates that help you show up and sell without starting from scratch."
Make this section warm and low-pressure. Your goal is to keep the conversation going even if it’s just through a blog post or email sequence.
8. Final CTA: Tell Them What to Do!
Purpose: You’ve walked them through every key section of a high-converting homepage, now it’s time to close the loop. This final section gently nudges your reader toward the next step, so they don’t just read and leave.
Why It Matters: People scan and scroll fast. If you don’t end with a clear CTA, they’ll bounce, even if they loved everything they just read. The goal here is to shift them from passive reader to active next-step taker.
What to Include:
A quick recap or reminder of what they just learned
One strong, action-oriented CTA that ties back to your main offer or goal (e.g. book a service, download a resource, join your list)
How to Write It: Lead with clarity. Skip the cutesy wordplay and go straight to what you want them to do. Make it feel like a helpful invitation, not a pushy sales pitch. If your reader made it all the way down your homepage—or this blog post—they’re interested. Your CTA just needs to connect the dots.
Example:
Want a plug-and-play version of everything we just covered? Download my Ultimate Homepage Blueprint—a complete guide to writing your homepage with confidence. You’ll get a full homepage layout, strategic copy prompts, keyword placement guidance, and more.
Ready to Write Your Website Homepage?
Writing your homepage doesn’t have to feel like pulling teeth or like you’re guessing your way through every word. With the right structure and a little strategy, your homepage can become one of the hardest-working pages on your site.
And if you want support beyond the blog? I’ve got you. Whether you’re ready to hand off your website copywriting, get a full day of done-for-you content creation, or finally invest in SEO that brings in leads while you sleep, I’d love to help you get seen, loved, and paid.
Want a custom proposal or to chat 1:1? Book a complimentary call with me!