Home Page Copywriting Guide

Prefer audio? Click “Play” to listen to the audio version:

Your Home Page is the most important page on your website. It needs to state clearly who you are, what you do, and how you can solve your customers’ problems. It also needs a clear end goal for visitors to reach towards, and a satisfying conclusion after taking action.

This guide is designed to give you a framework on how to write effective web copy for your Home Page that gets proven results.

Section 1: The Header

The header section is the first thing a viewer sees when they visit your website. Here’s how to lay it out:

• A clear and simple message that spells out exactly who you are, what you do, and what you offer sits at the top in big bold letters. This is your headline (like on the front page of a newspaper).
• If necessary add a subheading or bullet points underneath the headline, if the headline doesn’t fully convey who you are, what you do, and what you offer.
• Below the big bold headlines sits a call-to-action message. This is the main action you want everyone to take.

Section 2: The Stakes

The stakes section is arguably just as powerful as the header. This is where you let customers know the cost (stakes) of not doing business with you.

Because people resist change, it takes an outside force (you) to get people to do something new or different. In a few bullet points or short sentences, alert your customer to the negative consequences of doing nothing.

Section 3: The Value Proposition

Once you have the stakes laid out, begin to position your product/service as the solution to the conflict your customer is facing.

Customers need to know the value you provide. They’re asking, “Will I save time or money? Will I reduce risk or frustration?”

Just like the stakes it’s easy to overdo this section, so we recommend displaying your business’ value in three short paragraphs with icons.

Section 4: The Guide

The guide section is designed to showcase your empathy and authority. It communicates trust, and allows your visitors to check off the “do these people know what they’re doing?” question in their brain.

Customer testimonials (especially video) are very effective here. Logos of notable businesses you work with, press outlets you’ve been featured in, and certification badges are also great ways to showcase your credibility.

Section 5: The Plan

When you ask prospects to make a purchase, you’re asking them to make a commitment. And like any commitment it comes with risk. In order to ease your customer’s concerns, you need to provide them with a plan.

A good plan will do one or both of these things:

• It will clarify how easy it is to do business with you.
• It will remove the sense of risk they have working with you.

You can illustrate your plan in a simple three-step process using icons and a short 2-3 sentence description of each step.

Section 6: The Explanatory Paragraph

The explanatory paragraph is meant to be a “due-diligence” section for those that need more information before committing.

You can start by describing who you are as a business, what customers you help, what problems they face, etc.

This section gets more in depth about you, but remember to keep it customer-focused.

Section 7: The Video

Having a video section is optional, but it will increase engagement on your website. It’s also an opportunity to explain your offering in a curated way that you control.

Your video can be short and simple, but ensure it positions you as the guide and explains what action the viewer needs to take next.

Section 8: The Price Choices

If it makes sense for your business, include a price choices section on your Home Page. It sets a budget expectation that filters out poor-quality leads.

We recommend including 3-4 price choices. Write some brief copy of what’s included for each choice, followed by a call-to-action message.

Because the human brain is always looking for a fair deal, most customers will opt for the middle-tiered price choice. So be sure to position your most profitable offering in the middle of the price choices.

Section 9: The Lead Generator

A lead generator allows you to capture the email addresses of those prospects who are not quite ready to purchase, and nurture them towards a sale.

Most customers won’t buy from you on their first website visit, so it’s wise to offer something valuable (ie. a free guide) in exchange for their contact info.

Section 10: The Junk Drawer

The junk drawer, also known as the footer menu, is where you link non-essential web pages like your About Page, Contact Page, etc.

The main menu at the top of your website should be dedicated to your main call-to-action message. No need for unnecessary distractions.

Wrapping Up

We hope you found this guide useful as you create your Home Page web copy. If you have any questions, don’t hesitate to contact us.