Make a Lasting Impression: Writing Your Website’s Homepage

Content Goodies

This morning, I woke up, told my alarm to turn itself off, used my phone to turn on the heated seats in my car while I quickly made a coffee, then ran out the door and ascended into the stratosphere.

Ok, maybe that’s not entirely true. I don’t even own a basic car, let alone one capable of remote seat-heating or interplanetary travel. (Although my morning coffee can sometimes send me into orbit.)

But my sci-fi morning fantasy doesn’t really seem so farfetched, does it?

That’s because we’re well and truly living in the digital age. So much of our daily lives happen online – from setting a timer for perfect al dente pasta to closing big business deals.

With a whopping 8.5 billion searches on Google every day, it’s essential for your brand to have a strong online presence and a high-performance website if you want to compete with the business heavyweights of today.

And what’s the real star of the show when it comes to any company website?

You guessed it – the homepage!

Why is your website’s homepage so important?

It’s the first impression visitors get of your business, so you’ve got to grab people’s attention from the get-go – hence this blog’s somewhat unconventional opening (mixed with my strong desire to weave absurdity into everything I write).

So, how do you make sure your website’s homepage attracts and engages visitors while still giving an accurate representation of your business?

Let’s dive in, shall we?

What to put on a website homepage

Homepage visitors don’t want to have to work to find out information. If they do, they’re simply going to leave.

Here are the most important things to include on your website’s homepage so you can ensure a seamless experience for users that still packs a punch.

1. Include clear, engaging headings

Headlines are super important for multiple reasons. They:

  • Enhance your website’s performance by boosting SEO
  • Ensure access to specific information is clear
  • Allow you to showcase the benefits you offer potential customers
  • Provide a visual break and make your website less overwhelming

Take the time to craft a compelling heading for each section of your homepage, with a focus on captivating your target audience and including relevant keywords for search engine optimization, too.

2. Write an engaging introduction

Many people tend to put their entire life story at the beginning of their company website. But I’ve got some news for you – that’s not what people want to see.

Instead, focus on the benefits you offer and the impact you’ll have on your potential customer’s life. Keep things brief, with just a few lines detailing what you do, who you do it for, and why the reader should choose you.

2. Outline your key features or services

You’d be surprised how many businesses don’t outline clearly what they do on their homepage. If you don’t understand what you’re offering, how can your audience?

As with your intro, keep this part as short and sweet as possible. You can get into the nitty gritty on other pages, like your services or services inner pages, made clear with an internal search tool.

3. Make use of your glowing testimonials

Including a few testimonials and positive customer reviews on your homepage is essential for customer trust and legitimising your business in a densely populated digital space.

91% of internet users between 19 and 34 trust online reviews, so if you don’t already have some ready to use, reach out to your loyal customers and ask them to say some lovely things about their experience with your company!

4. Mix it up with visual content

Nobody likes to be greeted with a massive wall of text when they land on a website. Not only is it likely to overwhelm the reader, but it also just makes it look like your website hasn’t been updated since the 90s.

Include professional photos to humanise your brand, showcase your products or services, and make your website more attractive and engaging overall.

6. Always include a clear and compelling CTA

Unless you’re wrapping up your homepage with a call to action that’s simultaneously super clear to understand and irresistibly enticing for your audience, you’re wasting your time.

Ensure you craft a clear CTA that encourages the reader to fulfil your desired action, complete with buttons to direct them to where they need to go. (Don’t forget to put these at the bottom of each web page!)

What to consider before writing your website’s homepage

Now that you know the key components of a fantastic homepage, let’s take a look at what you need to think about before you sit down to write yours.

1. Know your audience

Your audience is going to inform the language, tone, flow, and aesthetic of your website – so make sure you’ve got a firm understanding of their wants and needs before you begin.

2. Keep it clear, simple, concise

Not all homepage visitors scroll the whole way down the page, so try to say what you need to say in as few words as possible. By focusing on above-the-fold homepage elements (info at the top of the page) and making access to information super straightforward with a seamless site search tool navigation, you won’t overwhelm your reader.

3. Consider flow and aesthetics 

Think about how website homepage design will impact your content. Before you start writing, think about how you want everything to be structured so you can include the right content in the right places linked to site search tools.

4. Keep content up to date

Whether you’re writing a brand new website or giving your existing one a much-needed makeover, always ensure your content is accurate and up-to-date. (That means keeping on top of site updates and maintenance, too!)

5. Write with search engines in mind

While compelling copy is, of course, all about your wonderful audience and site visitors, your website simply isn’t going to reach them if it doesn’t perform well in search engine results. Pepper in relevant local keywords to help your site rank higher on search engines and boost visibility.

Take the stress out of writing your website’s homepage with professional copywriting templates from Content Goodies

With so many elements that contribute to an effective website homepage, it can be hard to know if you’re getting it right.

When hiring a professional copywriter isn’t an option, why not opt for the next best thing?

The Website Copywriting Accelerator Pack gives you the peace of mind you need, so you can feel confident that you’re focusing on all the right stuff for your website homepage or landing page.

You get access to the very same templates we use to write our websites at The Content Lab – so you know they’re the best around!


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