Your website is essentially the central hub of your business. It’s where the action happens!
It’s the place your potential clients go to learn what your business is all about, your story, and what services you offer so they can decide whether or not they might want to work with you.
When I write copy for a client’s website, I always start with the home page because it’s the very first introduction their potential clients get to who they are as a brand and it sets the tone for the rest of the content I create for the site.
What are conversions, anyway?
In the world of copywriting, when we talk about conversions for a home page, we’re typically talking about converting a site visitor to a lead.
And a lead is just anyone that joins your email list or contacts you for more information.
Obviously, you want to make a great first impression, so your home page has to hook your readers immediately so they feel compelled to click through to the other pages of your site to learn more and eventually become a lead.
And spoiler alert: they almost never become a lead on the first visit.
In fact, it usually takes 2-5 visits to your site for someone to reach out to you or sign up for your email list. Think of it as your homepage’s job to give them a reason to come back and take that next step.
What can you do to create a homepage that attracts your tribe and becomes a lead generating machine?
There are 5 secrets for a high converting homepage…
#1 Focus On Their Results
People don’t buy products or services; they buy results. Everyone is looking for some sort of transformation whether it’s in their personal lives, their businesses, or in their health.
We also buy based on emotion, so you want to use language that conveys how your potential clients are going to feel after working with you.
Who will they become? What will they be able to do? What will they gain?
Another thing to keep in mind? Your homepage copy should be about your ideal clients, not you (save that for your about page!)
Bottom line: they don’t want the solution you’re providing so much as they want the feeling your solution is going to give them.
#2 Use An Intriguing Headline
You want to come up with a headline that conveys who you are and what you do in just a few words. And the words you choose need to grab your reader’s attention and make them want to know more.
I’ll share an example…the headline on my website is very simple and to the point: I write words that help online biz owners attract their dream clients and sell their programs on autopilot.
Who doesn’t want to sell their programs on autopilot, right? So that headline is a little tease of what I do and makes people ask, “how?” Then they start to dig around to find out
#3 Make It Easy To Read
These days, people have shorter attention spans, so long paragraphs of copy are out. People love bullet points and numbered lists they can easily scroll through and read quickly.
You can use that to your advantage by making the sentences on your homepage short and to the succinct. Try and use as few words as possible to say what you need to say.
Also, from a visual standpoint, whitespace is appealing to the eye. If you break up your paragraphs, you’ll have a better chance of your readers making their way through the entire page.
#4 Include Testimonials
People really put their trust in reviews and feedback from others. That’s why sites like Yelp and Trip Advisor are so popular.
But really, who better to speak to the benefits of working with you than a previous client?
If you haven’t asked for testimonials before, you can send your previous clients a survey or a feedback form (it’s super easy to create one in Google Forms or Survey Monkey.)
If you’re just starting out in your business and literally haven’t found your first client yet, don’t be afraid to use general recommendations until you have your first client testimonial.
Is there a supervisor who would be willing to speak to the quality of your work? Or maybe a co-worker that managed a project you worked on? We all have to start somewhere!
#5 Don’t Forget Your CTAs (calls to action.)
You want to instruct your readers about what actions you’d like them to take as they read through your homepage. Having a clear call to action (or a few) is key to getting them to take the next step and become a lead.
As a copywriter and email marketing strategist, the CTA I would focus on including first and foremost is your opt-in form. You want to be collecting emails from DAY 1.
Another homepage must-have is a contact form. You want to be sure to provide a way for your readers to reach out to you when they’re ready for more information about working with you.
A Word Of Caution: Too many calls to action placed in close proximity to each other on your homepage is distracting and confusing. You don’t want your readers to think, oh, no…which one do I click?
Try to keep the number of CTAs on your homepage to 3 – 4 at the most and if you decide to have more than one, add them to different areas of the page.
If you need help writing website copy that attracts your tribe and allows you to sign clients on-demand, click the link below to schedule a call with me!
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