As a copywriter, I look at a LOT of websites.
And I see the same mistakes crop up time and time again.
Number one is a fluffy and confusing headline or (*horrors*) no headline at all! But there are lots more problems which can also be easily fixed.
Take a look at the list below to see if your website passes the test. If not, use the tips to put it right.
SEVEN THINGS YOUR HOMEPAGE SHOULD INCLUDE:
1. What you do and who you do it for
The internet is overflowing with random airy-fairy headlines which, in isolation, tell the reader nothing.
Take a look at your website headline. If there was nothing else on the page would a new visitor know what you do, who you do it for and how it will make their life better? If the answer is no, then you have work to do.
Here are a couple of great headers to inspire you.
2. An image of you
As lovely as generic photos of laptops, coffee cups and mountain tops are, they aren’t nearly as lovely as a photo of you.
People buy from people and pictures reassure potential customers that they’re dealing with a real person. They also help them to visualise working with you.
If you’re holding back because you haven’t got professional brand shots, it’s time to get your phone out and get snapping.
3. A short ‘about me’ section
There are two big mistakes people make when writing ‘about’ sections.
The first is that they don’t mention their name. The second is that it’s all about them!
Instead of using this space to chart your career path, use it to show how your experience will help your clients achieve their goals. Harsh truth is, they don’t care about you.
4. Your services
This section of your homepage is designed to give visitors a snapshot of exactly what you can do for them.
Its goal is to help them self-identify the problem they’re struggling with and show them that you provide the solution.
If you have more than three services, put them into subgroups otherwise the page can become a bit overwhelming.
5. How to work with you
My favourite way to do this is by including a three-step plan. It’s a trick I learned from the brilliant Building A Storybrand team.
A plan is a really great way of getting a potential client from one side of the bridge (‘How do I work with you?’) to the other (‘Where shall I leave your testimonial?’)
Your plan tells your reader, ‘this is how we do business together’ or ‘look, this is how easy it is to get started.’
I love this plan on trainer David Kingsbury’s site (I didn’t write it. Wish I had).
Yes, good old social proof. If you only have a few reviews, this is the place to put them.
Testimonials reassure potential customers that others have gone before them and everything was OK.
Avoid ‘Jen was great to work with’ type testimonials as they’re pointless. Work towards collecting testimonials which outline your client’s initial problem, how you helped them and what the impact of that work has been for them.
7. Calls to action
Your call to action buttons should tell your customer what they need to do in order to work with you.
If possible have only one CTA message on your homepage and put it everywhere – in the top right-hand corner of your navigation bar, under your headline and on every subsection of your page.
Avoid cutesy language. Think of your CTA as completing the sentence ‘I want to… (do what next?)’ e.g. ‘I want to book a call / buy now / see services.’ Make sure your CTAs pop off the page by making them a bright, standout colour.
Worried your homepage isn’t hitting the mark? There are a couple of ways I can help you.
You can either book a Website Audit (£97) where I’ll review three pages on your site and give you a fix list to work through yourself.
Or, you can chat to me about writing / rewriting your copy (from £597).