It’s the virtual living room of your business. It must be inviting but not cluttered. It must have visible pathways to other areas of your virtual home (site pages). A well-written page respects you only have time to stop in for a quick visit but ensures you at least sit on the couch and have a cup of coffee before leaving. And if I want you to come back, I’d better make it the best brew you’ve had and serve it just when you need it! I want you to come buy for a visit again and soon!
Do you see the comparison?
Remember, I said it’s the hardest page to write. Perhaps when you wrote yours, you pulled up the webpage you were building and pecked away putting something in the text boxes to fill space. If someone built your site out for you, maybe your web designer was hounding you for your content to complete the homepage. You put the task off as long as possible not knowing what to write, submitted some copy, but still sit wondering if it was the right copy.
Are you ready to give your homepage a little sprucing up? Here are 5 ways to ensure your copy is serving your business well and doing its main job- conversion.
“Let’s clean up our information environment. Are you saying something that benefits your customers, or simply spewing word count? If users don’t need it, don’t write it. Stop polluting now.” Jakob Nielsen
Research shows people skim webpages in an “F” or “Z” tracking pattern, so lay information out in a way that is easy to skim. Keep paragraphs short. Write like you speak. Bullet info to make it skimmable and let it hug your left margin when possible to keep copy where eyes naturally start reading.
Never write your first draft info directly into your website. I promise you’ll end up frustrated out the gate. Here’s what you can write in your plan and then work your design around your good copy ideas.
Emotion always trumps facts, and there are ways to present facts that tug on emotions. A good way to figure out the home emotions of your brand is to think about your customer’s pain points and what salve you hope to provide through your business. Speak to their pain, give them a sense of calm and trust, and they may want your solution!
It’s the little things that make a big difference in your copy and messaging! I hope this gives you a start point to refresh your homepage AND feel great about what’s on that page.