Why homepage copy matters and how to get it right
Your website represents an investment of your time and money, so make sure it’s working as hard as possible for you! Great websites can do a lot for your brand: drive leads, answer FAQs, build brand trust and turn customers into long-term fans. The homepage is a hugely influential element of that process. That’s because when someone finds you online, your homepage is often the first impression they’ll get of your brand. It’s said that people form opinions about a website in about 0.05 seconds, so that first impression counts! And, according to research, 38% of users will stop engaging with a website if the content or layout is unattractive, and 70% of small business websites don’t include a clear call to action on their homepage. That gives you a hint about why homepage copy matters…
Whether you run a product or service-based business, your homepage copy needs to engage visitors quickly, keep them on the page and guide them toward action. Service-based businesses typically focus on how they can solve their customers’ problems, while product-based businesses often highlight key products and offer compelling reasons to buy. In both cases, homepage copy bleeds into User Experience (UX). That’s the art (and science) of ensuring visitors can easily navigate your website, find what they need and have a positive overall experience. Great copy makes all the difference to that journey, and I can help you with that!
In this blog I’m sharing five of the most common mistakes I see when it comes to homepage copy and how to fix them:
1. The copy is all about you and not your visitor
One of the biggest mistakes I see is homepage copy that’s all about the business. Your homepage is not the place for an in-depth history of your company or detailed descriptions of your services. Instead, it should speak directly to the visitor, showing them how you can solve their problems, meet their needs or improve their life. People come to your website with questions… Great homepage copy gives them answers and encourages them to take the next step.
2. There’s no clear brand voice
If your homepage copy sounds like a mishmash of styles and voices, it can confuse visitors. Whether it’s you, your marketing person, or a copywriter taking the reins of your website copy, the tone needs to be consistent. It also needs to be aligned with your brand and in tune with your ideal customer. Without a unified voice, the copy can feel disjointed and make it harder for visitors to connect with your brand. Clear, consistent tone builds trust and ensures your message resonates.
3. There are large blocks of text
Big, intimidating blocks of text are an easy way to lose your audience. Statistics show that only two in every 10 people read beyond the headlines, so make sure those headlines are doing the heavy lifting. Use minimal copy and if there are longer paragraphs, break your copy into digestible chunks. That might be employing clear headers and engaging subheadings that guide the reader through the page. Don’t make your visitors work too hard to find what they need!
4. Your homepage copy is out of date
As your business evolves, your homepage copy should too. Maybe your products or services have changed, or your target audience has shifted, but your copy hasn’t kept pace. If your website doesn’t reflect where your business is today—or where you want it to go—you’re missing out on connecting with the right customers. Regularly updating your copy ensures it stays fresh, relevant and in line with your business goals. Plus, it helps your SEO rankings too…
5. The copy feels off-brand
Your homepage should reflect your business in every sense. Your values, your personality and your brand ethos. If it feels like your social media or face-to-face conversations are more ‘you’ than your website, it’s time for a change. Your copy should be customer-centric, but also reflect who you are as a business. If your brand is funny and off-the-wall on social media, why make your website copy overly corporate! A homepage that feels authentic will resonate more with visitors and make them feel more confident about choosing you.
Get your homepage copy sorted
I really home this blog has helped you understand why homepage copy matters. If any of these issues sound familiar, it’s time to give your homepage copy a refresh! Whether you need a copy audit, a few tweaks or a total rewrite, I can help. Together, we can create a homepage copy that speaks directly to your customers, reflects your brand voice and drives results. I love a chance to have a coffee and a good chat with fellow business owners and marketers, so let’s get booked in!