From boring to brilliant: How to write homepage copy that boosts enquiries and converts website visitors into clients
Do you read your website homepage and wince? Are you struggling to get visitors to your website to book discovery calls much less become clients? Don't worry, you're not alone. Many business owners struggle to write website copy that really speaks to their audience and drives enquiries.
But here's the good news: by following a few simple rules, anyone can write homepage copy that is engaging and effective. You don't have to be a professional copywriter and if you follow a few guiding principles, you don’t have to hire one.
In this post, I’ll walk you through the process of transforming your homepage copy from boring to brilliant, and show you how to boost enquiries and convert visitors into clients. Even if you don’t have the budget for a copywriter, these tips will help you write homepage copy that is strategic and helps you grow your business. So, grab a cup of coffee, settle in, and let's get started!
Three golden rules to apply to your copy
I’ll break down the exact elements you should include on your website homepage below, but before I do – there are three rules I want you to bear in mind when you’re writing copy for the web.
Rule #1: Focus on benefits, not features
This might come as shock, but people only care about what your service can do for them – they couldn’t really care less about your qualifications and all the ins and outs of your business that feel important to you because you think about them every day. So – to write compelling copy – you need to frame everything from the perspective of addressing your customers’ needs, desires and pain points.
Consider these two contrasting headlines for a couples’ therapist, one that focuses on features and one that focuses on benefits:
Feature-focused headline: "Couples therapy with a licensed therapist with 5 years of experience"
This headline focuses on the features of the therapy sessions, namely that they are conducted by a licensed therapist who has been in the business for 5 years. This is totally factual and accurate, but it doesn't convey the benefits of the therapy or what’s in it for the website visitor/potential client.
Benefit-focused headline: "Rediscover your relationship and reignite the spark that brought you together with couples’ therapy"
This headline focuses on the benefits that the therapy sessions can provide to struggling couples (reigniting their relationship and finding love again). By emphasizing the benefits, the headline is more likely to persuade clients to stick around and further explore the therapist's website.
Rule #2: Focus on your customer, not you
Write your website copy using language that speaks directly to your website visitor’s needs and wants. Use "you" instead of "I/we" and highlight how your service can benefit the customer. This creates a more personalised experience and helps the site visitor feel like they are understood, making them more likely to book an enquiry call or become a client. By focusing on your site visitor’s needs and desires, and demonstrating how your services can help them, you are also more likely to build a connection and earn their trust.
Imagine two nutritional therapists who both create customised nutritional plans. The first one uses this headline: “I offer customised nutritional plans backed by science."
The second one: "You'll receive a personalised nutrition plan tailored to your unique lifestyle and dietary needs, designed to help you achieve your specific health goals."
The second therapist will get more calls and enquiries – because they have focused on the customer, making the offer much more compelling and attractive. By using "you" and "your" they are very clearly demonstrating that they are talking directly to the client and outlining how their services can benefit them.
Rule #3: Always, always include a call-to-action
A clear and compelling call-to-action (CTA) is like a beacon in the dark. It guides your website visitors towards the action you want them to take. CTAs like ‘Click here’ or ‘Sign Up" are just asking to be ignored. You need to write a CTA that’s hard to resist – and then put it in a plce where it’s impossible to ignore.
A great CTA should emphasise the value of what you’re trying to get the site visitor to do, so it really encourages them to take that step. For a web design business, a good CTA might look something like:
"Ready to elevate your online presence? Let's talk! Schedule your free discovery call now."
This CTA highlights the benefits (elevating your online presence) and invites visitors to book in a free call (easy, low risk), the first step in improving their web presence.
Alrighty… now that we’ve covered the ground rules, let’s break down the specific elements to include in a killer website homepage that will keep your visitors engaged and interested, ensure they take action, and ultimately help you drive more business from your website.
Crafting the perfect homepage – element by element
Headline: The headline is the first thing visitors will see when they land on your website, so it's crucial to make it benefit-focused and engaging. If the visitor reads nothing else on the page, your headline should communicate who you help and what you help them with. The key to writing a killer headline is to consider what specific problems or needs your target audience has and how your services can help solve those problems or meet those needs. Use clear and concise language and avoid jargon or complicated terms. A good headline for a personal trainer that helps new mum's regain fitness after childbirth could be something like: “Get your body back on track and feel stronger than ever: personal training for new mums”.
Introduction: Your introduction should expand upon the benefits of your services and give visitors a clear sense of what your business does. Dig deeper into the pain points or needs of your audience, and then explain how your services can help address those issues. Use a conversational and engaging tone, and consider including a personal story or anecdote to make a personal connection with visitors. A benefit-focused intro for a fitness coach might be something along the lines of "Are you tired of feeling sluggish and out of shape? Our personalised fitness plans will help you get the energy and confidence you need to live your best life."
Services overview: Next, include an overview of the specific services you offer and the benefits they provide. Remember to keep the focus on how your services can help solve problems or meet needs for your target audience, and use clear and descriptive language to communicate the benefits of each service. Consider including real-world examples or case studies to illustrate how your services have helped past clients achieve their goals. For example, a benefit-focused services section for a financial planner might be "Our personalised financial planning services will help you achieve your financial goals faster and with less stress. From debt reduction to retirement planning, we'll provide you with expert guidance every step of the way."
Call to action: A call to action (CTA) encourages visitors to take the next step, whether that's scheduling a consultation, filling out a contact form, or making a purchase. To make your CTA benefit-focused and engaging, use clear and actionable language that communicates the value of taking action. For example, a benefit-focused CTA for a landscaping service might be "Transform your outdoor space and enjoy a beautiful garden all summer long. Schedule a consultation today."
Social proof: Social proof can be any positive reviews, testimonials, or case studies that demonstrate the value of your services. To make your social proof benefit-focused and engaging, focus on real-world examples that show how your services have helped past clients achieve their goals and solve their problems. Use quotes and specific metrics whenever possible to illustrate the benefits of your services. For example, a benefit-focused social proof section for a web design agency might be "Our websites have helped businesses increase their online sales by an average of 30%. Here's what our clients have to say about working with us."
And that’s it. Writing a great homepage is not all that complicated. You just have to remember to focus on the benefits of your services and speak directly to your customer's needs, desires and pain points. Use customer-focused language, and keep it clear and concise. If you stick to this formula – your copy will be 100% more compelling and more likely to resonate with your audience.
With these tips, you'll be well on your way to creating a homepage that keeps visitors engaged and interested in learning more about your business.
