Home Page How To’s: What Copy You Need and Where It Should Go

It’s no secret that the “Home” page on your website is a core page that needs your attention when crafting your website.

It’s the first page that people see, and not only does it need to make a great first impression, it also needs to capture their attention enough to keep them reading and continue navigating through other pages of your website.

You can think of your home page as the online “welcome mat” of your website that says, “Hey! I’m so glad you’re here – come on in.” 👋🏼

To effectively achieve this, you want to craft your “Home” page thoughtfully and strategically, so that when people land on your website, they clearly know they’re in the right place, and they can easily find exactly what they need to serve them best. 

Without the right copy or structure on your “Home” page, you run the risk of losing people quickly because they can’t accurately determine who your website is for.

To help you avoid this, I’ve wrapped up all of your “Home” page how to’s in one place so you can confidently write the copy you need AND know exactly where to put it!

6 Key Components For Your “Home” Page Copy (In This Strategic Order)

1) Results-Based Headline

The moment someone lands on your website, they should be able to clearly identify what you do and who you do it for!

The way that you achieve this is by crafting a results-based headline that speaks to what your ideal client really wants. 

For example, if you’re a photographer that specializes in newborn photography, your results based headline could be, “Turning Newborn Moments into Forever Keepsakes.”

The result = forever keepsakes for moms with newborns. 👶🏼

When you do this, your audience will be able to accurately decide if they’re in the right place, and if they are, they’ll be more inclined to keep reading and eventually explore your services.

2) Mindset Motivators

Once you’ve qualified your website visitors through your headline, you want to keep them there through what I like to call Mindset Motivators that will speak to where they’re currently at in their life by specifically calling out their problem.

To do this well, you can ask yourself some questions like:

• What emotions are your ideal client currently experiencing? Are they exhausted and frustrated? Overwhelmed and stressed? Do they lack confidence?
• What challenge or problem is your ideal client currently experiencing that has them searching for your potential solution? Is it lack of time? Lack of education? 
• What are they specifically desiring at this moment? What result are they looking for?

Asking yourself these questions and really putting yourself in your ideal client’s shoes can help you craft a statement that makes them feel seen, heard, and understood so that they TRUST you to guide them into a solution for them. 

Let’s say we stick to that newborn photographer example. A new mom is typically tired, stressed, and overwhelmed, while also desperately wanting to soak in the newborn phase with her precious baby. 

YOU get the opportunity to speak to that by saying, “What if you could wrap up those precious newborn moments into timeless keepsakes without having to lift a finger?”

This speaks to her desire of wanting to cherish those treasured newborn moments and keep them forever WITHOUT having to add more to her plate. 

3) Why They Should Hire You / “Let Me” Statement

Once you have your ideal client hooked through your headline and your Mindset Motivator, you can move into the phase of, “Hey! Let me help you.”

Remember how I said that your “Home” page is like your digital door mat that welcomes someone in? Well, this part of your “Home” page is where you continue to guide them once they come inside. 

Consider this the moment where you’re telling someone where they can put their shoes and hang their jacket. You’re welcoming them into your home, asking them what they would like to drink, and showing them where they can sit. 

In this section of your “Home” page, you’re helping them clearly see why you’re the person for the job – the job being providing a solution for their problem!

For that newborn photographer, this might look like, “As a newborn photographer who’s served tired and overwhelmed mamas for the past 5 years, I believe that every mom deserves to wrap up those special newborn moments into a timeless keepsake that you can cherish forever WITHOUT having to be the one who does it all yourself.”

Once you explain the WHY by speaking to them specifically in this section, you’ll continue with a “Let Me” Statement that shows them HOW that can be possible for them.

For example, you could say, “With each newborn session, you can stay in the comfort of your own home and actually enjoy a warm cup of coffee while I photograph your little one, so that you can remember these moments forever.”

In this section, you’ve done a few things:

✅ Clearly defined who it’s for  

✅ Called out their problem

✅ Spoke to their desire

✅ And showed them exactly how they can get it!

4) Overview of Offers with Short Descriptions and CTA’s

Now that you’ve done all of those things, it’s time to briefly describe your offers and provide a call-to-action (CTA), so they know exactly how to DO the thing that you’ve just presented to them so beautifully. 

This section does not need to be an entire sales page, but rather very quickly help them decide if they want to move forward. 

For that newborn photographer, this can look like, “If you want to treasure your newborn moments and do so with ease, click here to schedule your session!”

Simple and straightforward – just how your ideal client likes it!

5) Client Testimonials

After you’ve briefly described your offers, I recommend including a few client testimonials to give your ideal client an extra boost of confidence in hiring you. 

Some people are quick buyers and don’t need all of this extra evidence, but others need a little more convincing, and nothing does that better than hearing from someone who has already worked with you. 

(P.S. if you’re interested in more information on buyer types, here you go!)

Hearing others’ experiences and results helps other people feel confident in their decision and can move them even closer to pressing that “Book” button!

6) Mini “About Me”

Lastly, on your “Home” page, you want to provide a mini “About Me” section that gives your ideal clients closer insight to who you are and what you do. 

While they’ve already gathered most of that information, this section allows you to expand a little more, so that they feel like they know you a little better and can confirm one more time that YOU are the person that can help them. 

From there, you can then have a “Learn More” CTA that drives them to your full “About” page, in case they’re the type that wants to fully know who they’re buying from before they do so!

And if you’re among the many who struggle to write about themselves, stop what you’re doing and read this!

Download Your Website Home Page Checklist

And there ya have it – the tried and true structure for an intentional and strategic “Home” page that clearly speaks to your ideal client and effectively moves them into the solution that is best for them!

If you’ve been stuck on writing your “Home” page copy because you don’t know what to include or what order everything should be in, THIS “Home” Page Checklist can serve as your reminder.

PLUS, it gives you copy formulas that you can use to write with ease! 📝

Download your copy so you can be on your way to crafting the perfect digital welcome mat that welcomes your ideal client in and gets them closer and closer to buying from you.