Most of the new businesses don’t understand how valuable their website homepage is for their revenue. They just hire a website content strategy agency that is still working on age-old methods and don’t care if the homepage they have built clearly reflects the brand or not.
Just take any website, and check which page of their website is receiving the most clicks, it’s their homepage.
It is the first point of contact with the users who are landing on your website and if your website homepage content doesn’t resonate with your prospects, you are done, no user will dig deep through your website and if they don’t navigate through the website, your website is gonna have high bounce rate, low engagement rate, low conversion rate, and low revenue generation.
Your website homepage content should reflect your brand, display authority in your industry, and explain to users why you are the best choice in this industry.
With this blog, we will help you with best practices to write a compelling homepage copy that will not only engage your target users but also make your brand stand out in your industry.
How To Write Content For Website Homepage?
A clear messaging and a unique selling proposition is all you require if you want to level up your website homepage content game and stand out in your niche.
Your homepage is your website’s first landing page and a blueprint for attracting the most targeted audience. Below are the points that you should be considering while getting your homepage copy written.
1. Identifying your target audience
Most of the websites out there don’t even know who their target customer is, they are just researching keywords and publishing content aimlessly.
Knowing your customer is the first and the most important part while creating any type of content. You should have a deep knowledge about your audience so that you can deliver the right content to them.
2. Understanding your ICP pain-points
Now comes the part where you should know what problem they are facing and how your brand can solve that problem.
Your homepage copy should address their need and solve their problem so that you can establish yourself as a trustworthy and reliable brand.
While analyzing your customer pain-points make sure that the problem is PURE (Painful, Urgent, Recognized, Expensive) and where they are in their buyer’s journey. This way, you can make the best homepage copy for your users.
During the content curation of the services section in the page, you should try to mention your service title in the form of a benefit/solution to your specific customer problem.
For example: Check the image below on how Knowmax.ai has explained their product titles in form of the solution/benefit they provide rather than just mentioning the name of the solutions.
3. Defining your value proposition and positioning
Most of the brands out there have a broad and generic value proposition and unclear positioning.
They just keep beating around the bush which leads their user to nowhere but other alternatives that have clear brand positioning.
Make sure that your homepage heading clearly communicates how your brand is going to solve the problem of your customer-points and what will be your customer’s dream outcome in not more than one line.
Yes, if you are not able to explain your VP in one line, use a sub para just below the heading to complete what you were not able to explain in the heading.
For example: See how Zendesk is clear about its positioning. They want themselves to be promoted as an AI-powered customer support tool that will be a helping hand to support agents rather than replacing them.
All this is explained in one line and too in the first section of the homepage. That’s how you should have a complete knowledge of your product and how you want to position yourself in the market.
4. Benefits over features
Having a features section is very overrated and a traditional tactic when it comes to building a homepage of a website.
Your homepage copy should communicate how your product or service can benefit your ICP across all use-cases and just not try to over-sell by explaining in excess about the features of your products.
See in the image below and see how Yellow.ai explained the benefits of their product rather than mentioning the features of the product.
5. Have a USP (Unique Selling Point) in place
Having a USP is what will set you apart from your competitors. Not just the homepage, but every page of your website should be promoting your USP and if you don’t know what your USP is, consider these points below to create one:
- How fast can you deliver results as compared to your competitors?
- Do your services/products have any unique features?
- What is your pricing as compared to your competitors?
- Does your business model offer benefits to your website users over your competitor?
6. Content that navigates users to important pages
While writing your newly launched website homepage content, make sure you already have a site structure sorted in your wireframe.
This means, you should know where you want your landing users to navigate in your websites.
This practice will not only help in the navigation of users to the most important pages in your website but also acts as a SEO best practice, where spiders can crawl through the important pages easily as these pages will have a single crawl depth.
Also, make sure that you don’t waste the time of your users with irrelevant and unimportant content on the homepage, mention what really matters to your customers and business.
7. Clear Call-to-actions
Without a clear and descriptive call to actions your landed users won’t know what action to take and all your efforts will go in vain.
Be descriptive about what action you want your users to take. For example, you have created a section where you have a demo video of your product and you want your users to watch the video, you need to tell them by mentioning a CTA with a copy “Watch Now”. [Check the image below]
CTAs are one of the most vital elements in your homepage as they will be the one that will direct your landed user to perform a particular action which is your business’s ultimate goal.
Bottom-line
There are some more points that are to be considered while creating an engaging homepage copy like social signals, customer testimonials, case studies, etc but having a new website, we understand that they are difficult to obtain in the early stages of the business.
Apart from this, you need to consider all the points above while creating your website homepage content as it is your homepage only that will define your brand and communicate your positioning to your users, so keep a check on them.
If you are a new business owner and are looking to hire a content strategy agency for your newly launched website, feel free to contact us anytime.