DIY copywriting: How to write a website homepage that works

DIY copywriting: How to write a website homepage that works

As clear as mud.

Not the way you’d want somebody to describe your website homepage, right?

But it happens – often.

Your homepage is the most important page on your website. It’s where most browsers end up, and if it doesn’t strike a chord straight away, you can watch that bounce rate soar high into the distant sky.

So, how do you get it right?

Keep it clear and concise.

Creating a great first impression for any potential customers requires clarity and efficiency.  It needs to welcome people in, let them know what you can do, and show ‘em where to go.

“You website homepage copy should be clear and concise.
Let ’em know what you do, and who you do it for.”

What’s in a website homepage?

Remember, your homepage copywriting is going to be doing a lot of heavy lifting.

You’ve put the time in to get people on to your page, don’t give them a helping hand on the way out because you’ve gotten your messaging wrong.

Here’s what your homepage copywriting should include:

  • What your business does
  • Who it does it for
  • Features and benefits of your product or service
  • Brand personality
  • Easy navigation

That’s some important stuff, and you’ve got to get it right.

So, what does this look like? And what elements do you need to include?

Headline or hero message

Get off to a flying start with a short, sharp headline or hero message.

This is the first bit of copy that browsers will lay their eyes on. So it needs to be catchy, and it needs to engage.

An effective hero statement tells customers two things:

  • What you do
  • Who you do it for

Here’s a look at how Adobe draw readers in:

‘All together now’ – Adobe get everybody involved with their to-the-point headline and hero message.

When done well, readers will know exactly if they’re in the right place, and if you can help them. With any luck, they’ll have no option but to explore further.

List of services

You’ve got their attention.

Now it’s time to hit ‘em with your best.

A brief summary of your services or products serves as a gateway for any customers to click and have a deeper look around. There’s that clarity they want –  what you do, and where to find it.

Your descriptions should be light on content with a few simple guidelines:

  • Keep them short and simple. A little blurb with an icon works well.
  • Focus on the benefits, don’t just list a bunch of features.
  • Be specific in how you can help.

Speak the right language and avoid unnecessary jargon.

Simple and effective. Here’s how your services/product copy can help your readers explore:

jomepage website copywriting services
Image, title, blurb and call to action. That’s all a reader needs to get to the right page.

Short bio

Who is this person and why should I trust them?

Browsers are going to ask a few questions when they land on your site.

You need to be able to answer them.

A friendly picture and short bio will put to rest any fear or suspicion of who readers are dealing with. It highlights who you are, without diving too deep.

An effective bio section, should be:

  • Brief and direct – Highlight the core aspects about you and your business.
  • Light, yet professional – Showcase your personality to connect with your readers.
  • Credible – Throw in some career highlights to build trust in your experience and abilities.
  • Navigational – Don’t forget to link to you ‘About’ page, where readers can discover more about you and your business.

Tip: Briefly touching on how your business started is a great way to use story telling to engage readers.

Reviews, testimonials and logos

Customers need to know they’re making a smart investment.

They need to know they’re dealing with a business that has a track record of success. 

And that’s fair enough.

Even with all the right website copy and on-point messaging, you have to show some proof. 

Let everybody see that you know what you’re on about, and include the following on our website’s homepage:

  • Brand logos of past clients
  • Testimonials and reviews from happy customers
  • Positive PR and feedback off social media

Numbers and stats

Who doesn’t love a good set of graphics and stats to make lots of information that little bit easier to digest?

Nah? Just me?

Including some specific numbers and stats can really aid the rest of your copy on your website homepage. It acts as a visual guide for readers and helps put into context all the amazing work you’ve done to help your customers.

Paired with simple graphics, or nestled into its own neat little section, numbers can work wonders for your business.

Clearwater Agency shows you how they’ve helped their clients grow:

Highlighting the concrete numbers from past projects will strengthen your website homepage.

Some numbers you don’t want to miss:

  • The amount of projects you’ve worked on – This drives home how experienced you are.
  • Clients you’ve dealt with – Great insight into your long term business relationships.
  • Products sold – Nothing says ‘leading industry figure’ more than some solid sales numbers.
  • Money you’ve brought in for your clients – Cold hard numbers are all you need to show that your business is a worthwhile investment.

Sharp calls to action

So you’ve kept your readers hooked. 

They love what you’ve got to say and you’ve proven that you can assist them.

Job done. Well… not quite.

You need to get these browsers to take action.

What does that mean?

You may want any potential customers to:

  • Submit a contact form
  • Pick up the phone and give you call
  • Share that new blog post you’ve written
  • Subscribe to your email newsletter
  • Purchase a product or service

And to do this, you need some crystal clear calls to action — a button, link, or form that moves the reader along their buyer’s journey.

Keep it action focused and make sure they’re easy to see after each section of copy on your website homepage.

Website optimisation wizards Crazy Egg get straight to the point with their call to action:

Crazy Egg makes it almost too easy to check out your website’s Heatmap. There’s no confusion about what the reader needs to do.


Effective copywriting on your website homepage can seem daunting.

If it doesn’t speak to the reader, it can seriously mess up gaining traction with your target audience.

And that isn’t on.

But if you follow the above steps, keep it stripped back to its bare essentials, and maintain clarity of who you are and how you can help, you’ll have a hard time getting people to leave.

So there you have it.

Your simple-as guide to sorting out an effective homepage. 

Think you’re ready to have a crack at it?

Of course you are.

But if it all seems a little too much, and that blank page is still screaming at you — even after breaking it all down — it might be time to hit up a professional website copywriter to right those wordy wrongs.

Once you start swimming in those new leads, you won’t be disappointed you did.

Need a hand with your website copywriting? No problem. I can sort that out. 

Get in touch and we can get the ball rolling.