How to Write Homepage Copy That Excites Visitors

Aug 19

Written By Emily

how to write homepage copy that converts

Your homepage copy has a high-pressure job to do on your website. It has to showcase your services, engage potential clients, highlight offers, persuade visitors to buy…the list goes on.

It’s an all-encompassing job, and most website homepage content falls eye-wateringly short.

So, to make sure your homepage passes its next performance review, I’m going to show you exactly how to write homepage copy that excites clients and boosts sales on your service-based website.

Why is Website Homepage Copy So Important?

Think of your homepage as the window display of your own boutique store.

When people walk by your shop, your window display needs to grab their attention and draw them inside to look at all the wonderful offers inside.

That’s exactly what your website homepage content should do. Visitors should land on your homepage, immediately fall in love with your brand, and feel that your offers are for them.

Graphics are important, but your homepage copy is how you persuade visitors to stick around.

So, it’s vitally important that we make your copy convincing, engaging, and super-targeted.

Ever thought about investing in a website copy review? Find out why it’s the savviest investment any small business owner can make

5 Questions Your Homepage Copy Should Answer

Load up your website and pretend you’re a potential client. Does your homepage copywriting answers the following questions:

Who do you work with? Is it immediately obvious who your services are for, or does your homepage lack specifics?
What do you offer? Can visitors tell what your service entails, or do you need to scroll for a while before it becomes clear?
Who are you? Is it obvious that your website has a wonderful human behind the brand, or does it look like a generic agency website?
How can clients work with you? Do you have clear offers on your homepage, or do clients get confused about how they can work with you?
What price range do you offer? Are you a luxury brand or a budget one? Both are fine, but it needs to be clear.
Why should people work with you? Is there urgency or a point of difference, or will clients get bored and click away?

That’s a lot of information to fit into a homepage! If you’re unsure whether your website homepage content is hitting the mark, you need a website copy audit – check out what’s included here.

7 Must-Have Homepage Copy Elements

Splitting your homepage into sections makes it easy to pack it full of value. Here are the seven homepage elements I advise clients to include and what each one should have:

Section 1: Homepage banner

Your homepage banner is the most important section of your entire homepage. You’ve got a fraction of a second to hook visitors, so your banner needs to be incredibly engaging.

H1 homepage title that includes your homepage keyword phrase.
H2 subheading that shows who you serve and the results you get.
CTA button for your services.
A high-quality graphic (either you or an illustration related to your niche – not a generic stock image).

Section 2: Introduction

Talk about your ideal client’s problem or what they’re struggling with.
Position your service or brand as the easy solution.
Get visitors intrigued about what you offer.

Section 3: Your Offers

Give three options for your readers to click (services, freebies, blog posts, etc.).
Add high-quality graphics to each option to add visual interest.
Include a quick description for each one to encourage clicks.

Section 4: About You

Add an author bio highlighting your experience, expertise, and credentials.
Include a high-quality photo of you to add a personal touch.
Don’t forget a “learn more” button that goes to your About Page.

Section 5: Testimonials

Add a scrolling carousel of previous client testimonials to boost social proof.
If you can, add photos of your clients to boost trust in the testimonials.

Section 6: Freebie

Next, add an opt-in form for a free resource to help build your email list.
Include a graphic of the freebie so visitors know what they’re getting.
Add an attention-grabbing title and sub-heading to explain the freebie.

Section 7: Blog

End with a blog round-up section to encourage visitors to stick around and read more of your free content.

Curious how to write an about page? Head to this next guide for expert tips tailored to service providers!

The Homepage Copy Rules That Create Winning Copy

Your website copy will be totally unique to your brand and offerings. But there are some general copy rules you can follow to instantly improve your website copywriting:

Avoid phrases like “in my opinion,” “I think,” or “you might”—they make your homepage content feel weak and unconfident.
Use a spellcheck tool to remove any obvious typos or spelling mistakes – they make your homepage feel unloved.
Focus on benefits, not features – clients want to know about the results you’ll get. They don’t care about the features of your services.
Use 1-2 sentence paragraphs max – large chunks of text will get skipped over entirely.
Use bold text – to draw the eye and highlight the most important points on your homepage.
Split up the content with subtitles – these give your homepage breathing space.

3 Irresistible Homepage Copy Examples

I love learning by example, so let’s look at some clever homepage copywriting examples to give you some inspiration!

Articulate

This is one of my favourite website copy examples.

I don’t even need to scroll and I know who they serve, the results they get, how I can get started working with them, and the vibe of their brand. And who can resist that retro custom illustration?

Top marks for Articulate’s homepage banner!

Bark Box

This is probably the cutest testimonial section I’ve ever seen on a website. Notice how the images of pups with their bark box add trust in the brand and trigger FOMO in new clients – genius!

Trello

I’m a Trello girlie – I organise my entire existence in Trello. But I’m not biased for thinking their homepage copy is top-tier.

Their introductory section is interactive – when you click on each section, you see a different colourful graphic.

It also does a great job of explaining the platform's complexity in the simplest terms possible. Notice how they focus on benefits instead of features in their homepage content?

Their selling point is helping clients get the job done, which is a pain point for overwhelmed business owners with a million outstanding projects.

What You Shouldn’t Include in Your Website Copy

There are a few things potential clients hate seeing on homepages, so let’s go through the homepage copywriting no-nos to help you avoid the pitfalls!

Unrealistic Metrics

There’s something a little suss about a homepage that says, “Make $100K a Month with This ONE Easy Hack!”

If you use inflated or unrealistic metrics to try to hook visitors, you’ll drive them away and lose their trust.

If you do have crazy metrics, back them up with screenshots, case studies, and solid proof to back up your claims.

Auto-playing Media

There is nothing more off-putting than a video that auto-plays on full volume the second you click on a website.

They will make your visitors bounce back to the Google search results quicker than you can say, “Watch my intrusive video!”

Overwhelming Amounts of Text

If it takes loooong paragraphs to explain your services, you haven’t nailed your sales pitch yet.

Large chunks of homepage content are overwhelming, and visitors simply won’t read it.

If you’ve included valuable information in those long paragraphs, it’s getting missed, and clients won’t understand the value you offer.

Jargon and Technical Language

If ChatGBT can explain generative AI in plain English, you can explain your services without using jargon.

Jargon or techincal industry language will alienate visitors who aren’t familair with the terminology.

Stick to clear, easy-to-understand language to keep your homepage copy inclusive and engaging.

Generic and Vague Statements

“We offer the best social media management services”
– great, who doesn’t?

“Curate an Instagram Feed that Generates More Brand Deals Than You Know What to Do With”
– much more specific and exciting!

Visitors are sick of generic, vague language on website homepage content. Get real specific and stand out as a unique brand in your niche.

Want Help Making Your Homepage Copy Shine?

If you’re trying to update your homepage copy but feel overwhelmed and don’t know how to improve it, I’m here for you!

It’s tough to get a bird's-eye view of our own content. We’re just too close to know what to change.

With a website copy audit, you’ll get specific, actionable feedback on improving every page of your website – homepage copy included! Check out what’s involved in a website copy audit here.