What Should be on the Home Page of Your Website
Doing something you don’t feel equipped to is stressful. Whether it’s being asked to do something you’ve never done before by a client or deciding you’re going to tackle writing content for your website, it can feel a bit like you’re shooting in the dark when it’s not something you’re experienced at (cue the sweat). But, just because it is your first rodeo doesn’t mean it has to be a disaster—especially when it comes to planning content for your website. So today, I wanted to walk you through Gillian’s and my approach to writing copy for a home page in an effort to help you feel equipped for the moment you decide to give it a go. Read on for my content strategy and website copywriting tips to get your fingers typing with confidence!
Why your home page is important
You might be wondering why I am kicking off this conversation with such a super basic question. And, while the answer might seem commonsensical, you might be surprised to learn that I regularly see websites with a home page that just doesn’t cut the mustard. So, let’s dive into the biggest reason you should take a second look at your home page—it’s where people are getting one of their first (and major) impressions of you and you are telling a lot of people to go there.
Think about it, how many places on the internet have you linked to your home page telling and people to go there to learn more? You might have just had a mini-panic but don’t worry—I know the answer is “a lot.” So, the question becomes, “Is your home page actually saying anything to drive people down your sales funnel or it is making people bounce?” Sorry about a second mini-panic but I think you understand why this page is important now.
What your home page should do
When it comes to answering this question, I like to keep it concise and characteristic; your home page is actually supposed to be 3 “people” and do 3 things:
A salesperson – or something that is going to not just communicate the solution you provide but why someone needs it
A flight attendant – or someone who directs people where to go next
A PR rep – or someone who is going to reinforce your reputation
So, whether you are frantically looking at your home page right now and feeling like ugh or you not, this next section will help you understand what should be on your home page in order to make sure your website is working for you.
What should be on a home page
Content strategy is a bit of an art form and, even though every client we work with gets something custom to their business and goals, I’d be lying to you if I said there wasn’t any formula to it. While the formula here isn’t an exact science, what it does do is identify what you have to work with as well as set boundaries for the page overall. So, what do you have to play with?
A brand positioning statement which is typically the first headline of copy on a page and includes an SEO keyword. It describes what you do, where you do it, and sometimes who you do it for
Content blocks that introduce and link to the other important pages of your website. Think: services, about, and sometimes your portfolio
Social proof which is either reviews or featured logos depending on what is more important to your potential clients
Calls to action (especially at the end of the page)
I regularly see home pages that are only a short bit of copy with a sliding gallery of images but remember—you’re home page needs to sell your value, hype up your talent, and direct people where they need to go next!
Website copywriting tips to get you started
Which brings us to your website copy. And, I promise that if you sit down and map out a plan for the content before getting to this part that you won’t feel ill-equipped! So, when you get to this part of your website copywriting journey (for your home page), keep these tips in mind:
The copy on your home page should demonstrate that you understand your potential client’s problem (and agitate them about it a bit)
Don’t forget to position yourself as the hero with the solution by the end of the page
Include your main value or sales statements on your home page (you can and should include these on your website more than once)
Be sure to provide comfort and confidence that you have done this before and that you can do it again
There you have it—what you need to know about content strategy and website copywriting for your home page. If you’re ready to dive in, be sure to snag this free word bank in case you find yourself looking for a bit more inspiration.
