How to Write Copy For Your Website Homepage
Far too often, I come across websites where it seems difficult to answer the question, “what does this business do?”
Your homepage should quickly communicate your brand objectives with a splash of personality — before a user even needs to scroll.
In this blog, we’ll look at the anatomy of a homepage supplemented with tips on creating your own website copy to keep readers engaged and scrolling.
Let’s use Ellevest’s website as an example. Click the hyperlink and follow along.
The Anatomy of a Homepage
The first element of your homepage is the hero and any content “above the fold”. This is the most crucial piece of your homepage. Humans have very short attention spans, so capturing them in this first glance is important.
Using Ellevest as our example, let’s break “above the fold” down into pieces:
Clearly communicate the theme of your brand with a splash of personality: “Not your dad’s financial advisor”
Clearly communicate the product or service offering: The top bar menu contains “Online Investing” and “Private Wealth” with carrots to indicate there is more information on a second level navigation to explore. You also see these phrases featured at the bottom of the screenshot. This is still “above the fold” and entices the reader to continue the scroll.
Using contrasting colors to draw eyes towards important messages: The two main CTA’s “Learn More” and “Become a Client” have inverted colors, easily drawing your eye to them.
Communicating your message in a succinct, direct manner: You want to cut as much copy as possible on your homepage, especially above the fold.
If the user were to keep scrolling on the Ellevest website, they would next come to this section:
Here’s what they do well:
Clear section headers: “How We Support Your Financial Goals” is obvious and well supplemented by services listed (note that these services don’t have lengthy descriptions. Lengthy service descriptions don’t belong on your homepage).
Images to support words: Each icon is obvious and has a note of the brand personality woven in.
Bonus points for their accessibility options! See the little blue icon the far right side? Ellevest has an accessible website, scoring them major brownie points with Google.
If the user is engaged enough to keep scrolling, we have now reached the point on your homepage where it’s time to lean on persuasive copywriting.
Here’s what they do well:
Minimal copy
Clear definitions: One thing I would change here is to use less technical terms on the homepage. Save the super techy talk for your services or product pages. Keep things at the third grade reading level on your homepage.
On the next scroll, Ellevest’s offers a supporting statement. And they do it using their brand voice.
The final stop on our tour is the social proof section.
Ellevest does an excellent job of displaying credible partners they’ve worked alongside and including testimonials from real people.
How to Write Concisely
As humans, we love to talk. But the thing is, it’s time to give our prospects more credit. They’re smart, independent individuals.
The ability to deliver a complex message in a direct and brief way, actually packs a bigger punch than a long, drawn out answer.
Here are some quick tips on writing concisely:
Remove filler words + verbs of being: “am, are, is, was, were, will be, being, been” “That” “you know” “well” “essentially” “absolutely” “actually”
Use active voice vs passive voice:
Passive: The game was saved by Jenni’s goal.
Active: Jenni’s goal saved the game.
The correct formula: Subject + verb + object
(Jenni’s goal) + (saved) + (the game)
Avoid repeating yourself: It’s human nature to repeat ourselves. Don’t let it leak into your content. This is usually a result of people talking more about themselves than necessary. Communicate what your audience needs and leave it there.
Are you ready to write your homepage?
If you can answer these three questions briefly but thoroughly, you’re ready.
What does your brand offer?
Who are you offering it to?
How are you offering it?
If you cannot answer those questions, it’s time to give me a call.
Want Me to Do it Instead?
Drop me a line. I can assist with web development, web design, copywriting, SEO and managing your entire website launch from conception to publish.
