How to write homepage copy that generates the sales you want
When I was starting out in my business, one of the first things I did was write my homepage copy – not just once, but over and over again.
Seriously – I kept stalling out and obsessing over every word, but nothing about that original homepage ever felt quite right.
And, not surprisingly, it didn’t bring in the leads and clients I wanted, either.
The thing is, I’ve found that most entrepreneurs struggle with writing their homepage copy – and being a “good” or “bad” writer actually has very little to do with it.
Maybe you’ve found yourself staring at a blank screen, wondering what the heck to say, or feeling overwhelmed because the words on your homepage are so crucial to connecting with your readers and converting them into paying clients.
I know the struggle all too well, but I also know it really, truly doesn’t have to be that way – and I’m excited to show you how to transform your homepage writing process for the better.
6 tips to write homepage copy that connects and converts
Since those early days of stressing over my website’s original homepage, I’ve learned a thing or two about how to create clear, strategic, and heartfelt website copy that drives profit.
In fact, not only do I now have homepage copy that brings in consistent leads and clients for my business, but I’ve also become an expert at writing homepages for my clients that sound like them, speak to their dream clients, and spark the genuine, feel-good sales they want.
And just to be clear: it’s not because I finally found the “perfect” words.
It’s because I developed a proven strategy for uncovering each business owner’s brand voice, learning their dream clients’ language, and structuring their homepage content in a way that converts.
So, in my simple, easy-to-follow audio program, The Homepage Course, I’m sharing my tried-and-tested copywriting methods with you, so that you can finally have a homepage that sounds like you, speaks to your dream clients, and sparks genuine sales.
And you can do it all in just seven days, without getting stuck or worrying about what to say.
I’m beyond excited for you to have access to this value-packed course. So this week, I wanted to share a few tips to help you get started with writing a homepage that turns readers into dream clients – so you can make more money and ultimately grow your business.
1. Start with a proven framework
When it comes to your website copy, creativity is overrated.
Just like a brick-and-mortar shop wouldn’t want to hide their front door in a “creative” spot, we don’t want your website’s homepage to be totally unlike anything your readers have seen before.
Structuring your homepage in a familiar, easy-to-follow format will help your reader absorb your content without thinking twice, so they can focus on getting to know your business and taking action to hire you.
So as you plan out your homepage copy, it’s important to think about what your audience will expect to find on that page and how you can give them that in the most straightforward way possible – even if you put your own spin on it.
And that’s why in The Homepage Course, I give you a simple, proven framework for each section of content to include on your homepage, based on what’s worked time and again for my website copywriting clients.
As you make your way through the course, you’ll be able to follow my exact formula, or customize it based on your business’s needs, to create your own high-converting homepage that you’re proud to share.
2. Speak your dream client’s language
Want to make your dream clients feel seen, heard, and excited to hire you from the moment they land on your homepage?
Speak their language.
As business owners, it’s all too easy to get caught up in what we think we need to say to describe and sell our offers. But really, it’s all about talking about what our ideal client cares about in our copy.
So, to write the kind of copy that connects with that person . . .
Find out how they would describe your offers, and use those words on your website.
Show them you understand the struggles they’re going through.
Get specific about how your offers will actually make their life better.
Meet them where they are and match their emotions in your copy.
Reference the songs, TV shows, and other pieces of pop culture they know and love.
In The Homepage Course, I guide you through my quick and powerful market research process so you can get inside your dream client’s head, write copy that speaks straight to them, and close more sales as a result.
Learning how to speak your dream client’s language shouldn’t have to be a long, complicated process – and it’s a surefire way to create copy that converts readers into buyers.
3. Make your message clear
You only get one chance to make a first impression – and on your homepage, you might only get 5-10 seconds to do so.
That’s because most of our readers are busy and distracted (just like us). They have 20 different tabs open, they’re not going to scroll through miles of text to try to figure out how you can help them.
So catching their attention with a clear, concise message is absolutely essential to turning readers into buyers.
I know that might sound intimidating if you feel like writing isn’t your thing – but I promise it doesn’t have to be complicated.
In The Homepage Course, you’ll get access to 40+ fill-in-the-blank copywriting templates and formulas you can use to craft a straightforward and powerful message without using a lot of words.
These are some of the same frameworks I use to inspire my custom website copywriting work for my clients, and I’m so excited for you to use them to create a message that hooks your audience from the moment they land on your homepage, so they’ll want to keep reading and ultimately take action to hire you.
4. Show your personality
I believe your brand voice isn’t something to be created; it’s something to be uncovered.
Because if you’re a service-based small business owner, we want the voice on your website to be the same voice your potential clients hear when they hop on a sales call with you.
So instead of getting caught up in what your competitors are saying or how you think your clients want you to sound, the process of finding your brand voice is much more about looking inward to understand who you are and how you actually communicate on a day to day basis.
If you use contractions and slang when you talk to your clients, then you’ll want to let that come through on your website, too.
If you’re bubbly and outgoing – or quiet and thoughtful – show that in your copy.
Your website copy should feel like a coffee chat with you – because when your clients can start to know, like, and trust you from the moment they land on your homepage, they’re going to be that much more excited to work with you.
That’s why I created the Homepage Clarity Workbook as a core piece of The Homepage Course. It’s packed with questions to help you go deep and uncover your true brand voice, even if you’ve struggled to get clear on this in the past.
Once you’re clear on this, everything you write from here on out is going to flow more freely, take less time, and feel way more aligned – so you can show up consistently in your marketing and attract clients who want to work with you over anyone else.
5. Build trust with your audience
How do you go from being a random stranger on the internet to someone your clients are actually willing to pay thousands of dollars to work with?
By building trust at every touchpoint.
And on your website, that starts with your homepage copy.
In The Homepage Course, I show you how to build trust by using testimonials strategically and demonstrating your expertise, but also by connecting with your readers on a personal level and letting them know that you understand what they’re going through.
Because as “Building a Storybrand” author Donald Miller says, trust isn’t just about communicating your authority – it’s about conveying your empathy, too.
6. Invite readers to take action
Your homepage is one of the most important pages on your website – but it’s also just the beginning.
Because most of the time, your dream clients will want to click through the rest of your website to learn more about who you are and how you can help them.
So, we want your homepage to be the hub that connects them to wherever they’re looking to go.
That’s why calls to action are a huge part of your homepage copy. As your reader scrolls through your homepage, I suggest inviting them to learn more about your specific services, to check out your about page, to read your blog posts or case studies, to download your lead magnet, and to inquire to work with you.
By giving them multiple paths through your website, you’ll ensure that they can easily find exactly what they want to know before they’ll be ready to work with you.
If writing calls to action or placing them around your homepage has ever stumped you in the past, you’ll love my Complete Guide to Click-Worthy Calls to Action that’s included in The Homepage Course. It includes everything you need to know to write calls to action that convert, along with 50+ copywriter-approved call-to-action formulas you can use to write with confidence.
Writing homepage copy that turns readers into dream clients
Is there one right way to write your homepage? Heck no.
But there are tried-and-true frameworks and proven strategies that can help you seriously streamline the process and attract more of the clients you want – and that’s what I’m so excited to share with you in The Homepage Course.
If you’ve ever felt like the words on your homepage are holding you back – and you want copy that sounds like you, speaks to your dream clients, and sparks genuine sales – then I would love for you to check out the course.
It’s packed with simple and straightforward audio trainings, fill-in-the-blank copywriting formulas, and everything you need to create a homepage that connects and converts.