Writing the Best
Home Page Possible
Home Page Copywriting Tips
Writing good home page
copy for your website is one of the most challenging
writing jobs there is. A good home page has a
number of jobs that it needs to perform for itself, plus
it needs to be an effective gateway to the rest of the
content in your website.
Here are several ideas and tips that
You need a great
The headline on your home page in
<h1> tags or in a larger font size and bold like
this page needs to capture and convey the value
proposition or "unique selling proposition" of your
website. A website home page, regardless of
the quality of the other content in your website,
will invariably be the most visited direct landing
page from organic search.
When visitors first come to your website they are
looking for something and have a purpose in visiting
and you need to communicate with a high degree of
clarity what your website is about and what you can
do to help them find what they are looking for.
The focus of your headline and the explanation of
your value proposition or unique selling proposition
should be directed to your visitors' interests.
It should not be all about you. It should be
about what they are looking for.
Write a scanner stopper headline. Get
them to read what else you have to say.
something quick & easy to read & think about.
A good sub-headline or very short
one or two sentence paragraph needs to support your
headline and expand on your unique value or selling
proposition. Keep it quick and simple.
Most website visitors are not readers, they are
scanners, at least at first. You need to
capture their attention and lead them in to what
else you have to say.
The eye path of scanners shows that top left is a
key area of your page. Don't make them wander
across the page to find your important message.
For more information about scanning and usability,
visit Jakob Nielsen's website,
You only have a few seconds to reel them in.
Your headline and supporting sub need to be
compelling and to the point. Want to know more
about copywriting for the web? Read my page
You have their
attention! Now what?
Make it very easy and
obvious to lead your visitors to the two or three or
four most important pages in your website.
Don't make them study your navigation, like the
extensive navigation on my website here. Give
them some keyword rich anchor text hyperlinks in
several short and informative paragraphs of copy
about the most important things you do.
Don't make them hunt for what it is you want them to
know about you. Feature the links that help
the majority of your visitors understand what you do
and how you can help them.
crucial, absolutely crucial.
How many websites have you
visited where a quick look around gives you no idea
who the website belongs to, where are they located,
can you call them on the telephone?
The answer is way too many.
There are a lot of great people doing business
on the Internet, and there are a lot of ghosts with
websites as well. Read this page in my website
credibility and the study done at Stanford
University several years ago that is even more
important today than it was in 2002.
Website visitors need to know in very short order
that you are for real and that they have more
reasons to trust you than not.
Put your company name, address, phone, FAX, on every
page in the website, which is not only good for
credibility but is also good for local search
If you have credentials, certifications, a BBB
membership, testimonials from real people, make
those obvious in the peripheral areas of your pages.
Keep the tone of your headline, sub-head and page
copy hype free and informative. Write from
your heart, like you would explain what you do in
your business, service or quest to your best friend
over a cup of coffee. Honest to the bone well
written copy is rare. When you write this way,
it WILL make a difference.
Picking a home
page target for organic search.
For some websites, this
can be a challenge. Will your home page have
an opportunity to achieve top rankings on Google?
The only good way to answer this question is to do
some brainstorming on targets accompanied by search
phrase research. Read my page about
Being helpful to your website visitor and leading
them into the most important content in your website
is the first priority of a home page in my opinion.
If you can get a top ranking for your home page as
well, this is a big bonus. But, it is not
always possible. And, it is not crucial to
The most important point to understand about organic
rankings is that you can write as many pages as you
want about relevant topics for your website and each
and every one of those pages has an opportunity to
earn a ranking for the target of choice. One
page, one subject. New subject? Write
another page. That is how I have built my
website to over 250 pages in the Google index,
almost all of which have a first page ranking for
something relevant to what I want to do with my
website in attracting visitors who may be interested
in my services.
For your home page, you need to help your visitors
understand quickly what your website is about, make
it easy for them to find what they are looking for,
and to make them comfortable that they can have
confidence in you as a legitimate person with an
honorable business that can help them meet their
needs and achieve their goals.
The Value of First
First impressions are very important, and in the
case of your website home page, gone in 60 seconds
is wishful thinking.
Gone in 10 seconds is more likely unless you give
them a good reason to read more and explore.
Need help with your home page?
Please contact me for