HOMEPAGE MUST-HAVES: CRAFT, CONVERT, RANK
Copywriting tips and techniques to help you write the perfect home page for your new website
The homepage of your website is often one of the most challenging to write because it has a lot of tasks to pull off. Picture this as the ‘grand central station’ in your virtual store – it has to get your cold, warm and hot leads through the right door, as quickly as possible, while speaking to them in a language they will understand. That takes a lot of strategy. And muscle. A study by UX Booth (https://uxbooth.com/) found that it takes users just 0.05 seconds to form an opinion about a website, and since the homepage is typically the first page a visitor lands on, it carries the weight of that critical first impression and is the main player responsible for driving conversions to all the other pages. So, when it comes to copywriting for websites, especially the home page, these are the things you need to focus on.
NAVIGATION
As we set out the map of the “perfect” homepage, we start at the very beginning, the Navigation Bar. This is the compass that sends clients to the various options available on your website. Ensure this process is easy to find, clear and visible and allows the user to find different avenues with confidence. Simplicity can go a long way – brands often sabotage their navigation process by trying to get too smart. Instead of ‘My Gifts’ use ‘Services’. Instead of ‘Where it began’ use ‘About’. Yes, these are generic and familiar, but users gravitate to what they know. Another quick and easy conversion trip is to add a big shiny call to action button on the top right section of the home page, such as ‘book now’ or ‘shop’. This will be one of the first things to stand out.
Image: The top section of your website is the most important – it needs to be clear and concise while giving your visitors a quick next step that they can follow.
THE HEADLINE
‘Catch me above the fold’ it’s true for Instagram captions, and it’s true for website headlines too. Ready for a shocking truth: a study by Copyblogger shows that only 8 out of 10 people will read your headline. That’s it! This makes crafting a compelling headline that grabs attention in seconds essential. The top banner of the website comprises of the H1 header, H2 header, and 1 – 2 call-to-action buttons. The biggest mistake I see brands making is placing an image of their logo and quote on this section of the page – this is the quickest way to lose your visitors. This is also the section where you will sprinkle in some SEO magic, but don’t get too hooked up on keyword searching and rigid writing – at the end of the day, writing for humans and leaning on storytelling has more of an impact than a piece of copy that sounds and feels robotic (plus google prioritizes copy that is natural and conversational). How you lay out your story can hugely impact your bounce rate. And FYI, an average bounce rate is between 41% -55% which means you need to grab the attention of the visitor as quickly as you can through your headlines and subheadlines, whilst highlighting your story effectively – whew. If you want to dive deeper into how to unveil your authentic brand story, then this one’s for you.
Image: The top banner on Rupert & Rothschild’s website creates a feeling of timelessness while showcasing the potentiality of the product.
SOULFUL CONTENT
You know what creates connection and builds trust since the introduction of AI – original, thought-provoking and creative content that has not simply been regurgitated out of ChatGPT. Your website is your space to allow visitors to dive into the depths of who you are, why you started, the transformation you can offer them, and how your sacred service can get them to where they need to be. Finding your secret sauce and authentic story is now no longer a ‘nice to have’, it’s what differentiates the ‘sold-out success’ from the ‘hearing crickets’ brands – and I know which one I want for you. With a new website being built every 3 seconds, clients are looking for something fresh and professional, something that infuses your soul and sacred essence into every word. And yes – this includes the use of the correct SEO keywords and a clear indication that your website writing is on point with the services you are going to offer them. And hey, if you are a website service provider who is struggling to put words to your big vision, then check out our website copy workbook in the copy boutique. It was created to make this process a walk in the park for you.
SOCIAL PROOF
We are creatures wired for survival and our reptilian brain often takes over when it comes to the buying decision – at the end of the day, no one wants to go first. It’s risky, but this is where testimonials and reviews come in. Social proof allows website visitors to gain insight into your expertise, without you having to boast about how cool you are. A 2023 BrightLocal consumer survey revealed a staggering fact: 49% of customers trust online reviews as much as recommendations from friends and family. This highlights the incredible power of social proof in influencing buying decisions. Reviews and testimonials act as virtual word-of-mouth endorsements, building trust and credibility with potential customers. Want to find another way to get those fingers clicking on the buy button? Here is a deep dive into 3 changes you can make to your website homepage to increase sales.
Image: Alex Cattoni’s website is full of social proof from well-known industry experts that enhances her credibility in the marketing industry.
FROM WALLFLOWER TO EXPERT
Make it known on your homepage why you are the best option by far – it’s time to show them who you are, what you offer, and how you do it differently or better than everyone else, especially if you are more expensive. In doing this, it’s important to acknowledge your client’s pain, not in a sleazy and manipulative way, but in a way that shows that you genuinely see them and where they are. Sometimes we know there is a block we are struggling with, but it is sitting so far down in the subconscious that we can’t put words to it. The same might be true for buying – sometimes we need to bring the issue to light before we can present the solution. sit with the client in the mud (not literally, but like in their problem) and show them the solution.
GIVE THEM A PLAN
This is another big mistake most product and service-based businesses make – not laying out a step-by-step plan. Oftentimes we think a plan is obvious and to an extent it may be, to us, but to a potential new buyer it creates a sense of safety. It’s time to lay it out for them – what happens before they buy? Do they book a call, select a package, and then pay on a secure gateway? What happens after – do they receive a welcome pack, a deep dive questionnaire, and then an opportunity to book a conclusion call? Remember to reassure the client as you go along, and make sure they feel like they are in good hands.
HOW MUCH IS IT?
Having clear pricing on your website creates trust between yourself and potential clients. It shows that you have nothing to hide and may create a space for them to feel more inclined to take the next steps. Let them know how much things cost, are there monthly instalments available? Try to answer the frequently asked questions before the client even thinks of them. Again, giving peace of mind and confidence in what you are offering.
Image: I am a firm believer in price visibility on your site – make it easy for potential clients or buyers to know what they are in for before they take the next step – not having pricing could be a hindrance that stops them from moving forward.
ALLOW YOURSELF TO BE SEEN
Don’t be afraid to show your face and be vulnerable. Let potential clients know who they will be working with, or if you are a product-based business let them know where the ideas originated from. People need to be briefed on who they are working with. As Jay Conrad once said, “Your website is the window to your business” – and a window into you as a person. Having a short, but brief introduction to your story and expertise on your homepage is vital. Share with the readers from your heart (not an insincere ChatGPT paragraph) on why you are equipped to serve them.
MORE SOCIAL PROOF
Yes, we are going to encourage more social proof! I cannot emphasize this enough, creating trust with new clients is made easier by seeing and believing that your offer is one to consider. Schuzz up that homepage with some videos that credit you the way you deserve! Seeing a previous client’s expressions, responses and feedback can truly prove to be rather fruitful.
YOUR THREE SACRED PROMISES
One way to continue building your trust with prospective clients is to keep to your promises. Having said that, what are three things you can guarantee your client? How will these things be upheld and carried through in your services/product? Take, for example, Niki Reed’s company – BaYouWithLove. They promise that each piece of their jewellery is – “luxurious”, “sustainable” and “ethical”. When promising this, potential buyers will then need to be reassured of how the materials are sourced and put together and how this makes them sustainable. People will expect the quality due to “luxury” being mentioned so it may be wise to mention a type of vetting process. Include snippets on your homepage of how your products or services are endorsed to instil that sense of worth and quality in what you offer. A stamp of approval or certificates awarded is sure to increase the trust you are to gain from a potential client.
Image: Make your brand promise known – what can your customers and clients expect to receive from you time after time? These are your sacred promises.
DID SOMEBODY SAY FREE?
Whenever you are scrolling through a page and suddenly you see a slight indication of something for free (especially when it is jam-packed with value), you know you are going to dive right into it! When trying to bring in new clients or get a reader to respond to the call to action, even just subscribing to your newsletter to get your foot in the door, try giving them something of value for free. For example, “By simply clicking on the link below, subscribe to our newsletter and receive a free gift bag including 10 free social media posts, a website assessment with 10 key tips on how to improve your website layout, and a twenty-minute consultation with our inhouse copywriting expert – Lira.” Speaking of free, if you are looking for further insight on how to build your brand from the roots up, then click here to listen to our most popular podcast episode.
BOTTOM DRAWER FOOTER
Remember that the bottom of your homepage (footer) should not look like a junk draw of all those random bits and bobs thrown together. This section of your page needs to include informative calls to action for those who get to the bottom of the page (bless them for reading through everything) and still don’t know what they need. The bottom drawer includes links to your shipping/delivery details, FAQs, main pages, contact information, privacy policy, and best-performing blog posts. The footer of your page should not be ruined by poor design.
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Remember that your website is essentially the sales assistant and online marketer for you 24/7 – it should always be working for you, even when you are plopped off on the beach, couch or yoga mat somewhere (hey, this mamma of 2 gets it and all 3 are ideal at times). Always hold this one question in your heart: how do you want your homepage to make potential clients feel? Do they feel at home, do they want to revisit this home, recommend someone else pop in for tea and make use of your services or does it leave them feeling confused and overwhelmed? Every brand can have a homepage that feels natural and perfect to them. It takes some effort, reflection and work, but with the key sections we have provided you with today, I truly feel that you will already be one step closer to selling your services and products.
