How to write home page copy that drives enquiries
You only get one chance to make a good first impression. Learn how to write home page copy that influences your visitors to act.
It takes us 1/10th of a second to form a first impression about a person.
Did you know the same applies to your website?
Let’s think about what first impressions mean for a moment.
Psychologists tell us they set the tone for how our relationships develop. What’s more, they influence how we act.
Can you see where I’m going with this?
You only get one chance to make a good first impression with your home page copy.
Your home page receives the bulk of your site traffic. So if the goal of your website is to generate enquiries and sales, it’s important you are clear about your intentions so that you can get your home page message right.
But, where do you start? What do you include in your home page copy?
Let’s take a closer look.
On arrival, your home page copy needs to answer your visitors’ 5 most pressing questions:
Question 1: Who are you?
First off your visitors will want to know if they are in the right place. So your first task is to establish your identity. You can do this by including:
- Your logo in the left-hand corner of the page
- Supporting imagery that clearly describes your offer
- Items that inspire trust, such as testimonials.
One more thing. Your visitor will want reassurance that you are a legitimate business. Give them this reassurance by including contact information in a page footer.
Question 2: What does your business do?
Beyond that, your home page needs to make it clear what you do and why your products/services are better than those of your competition.
You can do this by working your primary value proposition into your:
- Want to know how to develop a value proposition? Refer to my previous post on developing your USPs.
Questions 3: How can your business help me?
Now I’ve said this before. People don’t care about you. When people use the Internet, they only care about the problem they’re trying to solve.
So rather than focusing on the products and services you provide, write your copy around the problems that your business solves.
Put yourself in the shoes of your customers. What are their needs/concerns?
- Use language that your customers use.
- Focus on your audience’s motives for purchase and benefits.
A word of caution. Be careful of falling into the trap of trying to tell your visitor everything about your business and its history on your home page. Your objective is to guide your visitor into digging deeper to find out more on other pages.
Question 4: How can I learn more?
This question calls for you to provide your visitors with access to useful resources to learn more. These could include a downloadable:
- Cheat sheet/checklist
- E-book/white paper
- A guide
Of course, you should know there is another benefit you can gain from downloadable content. You can exchange your free content for an email address and permission to contact your prospective client directly.
Question 5: Where do I go from here?
Here we arrive at the point of your home page. You want to encourage your visitors to find out more. To dig deeper into your website.
So how do you do this?
First off you need to be clear about your sales cycle at the outset:
- What is going through your prospective customers’ minds when they are considering a purchase?
- Do they need to think about it?
- Do they need to read more information first? What sort of information?
- What are their objections? How can you address them?
Once you have answered these questions, you can guide your visitors down a clear path to other pages on your site and through their decision-making process.
I recommend you:
- Make sure your sections are clearly labelled.
- Keep calls to actions (book a free consultation, read a case study) under four words.
And that’s all there is to it. It’s pretty obvious if you think about it.
Now it’s your turn… Go ahead.
Trust me; you’ll be glad you revisited your home page.
If you would like help with SEO copywriting for your home page, then do get in touch. You’ll be surprised at how clear, customer focused and persuasive writing can grab your audience’s attention.