This is an area that often confuses people when coming to write content for their website.
A Home Page is all about branding, think of it as the online “front door” to your business.
A Home Page let’s people know that they’ve come to the right website and that you are the business that can solve their problem (often referred to as a pain points). A pain point is the problem that the website visitor is seeking to have solved for them. If you write to these pain points then your audience will be engaged with your content.
A Home Page should be inviting and grab the reader’s attention and enable them to quickly find the information they are looking for. A confusing or too busy Home Page will have users clicking the back button before they have even had the chance to learn about your business.
Things to keep in mind when writing your home page.
1. Keep is concise.
People have a short attention span online. Get to the point quickly before you lose the reader. A good length is 200-250 words, save the lengthy more detailed copy for inner pages of the website.
2. Use keywords
Search engines use keywords to determine where to place your website in their directories. On a Home Page, it is important to include words that you most associate with your business. A great way to find out what keywords you should be including in your Home Page copy is to ask your current customers what words they would search on to find your sort of business.
3. Write from the readers' point of view.
Write with your target market in mind.
What is most likely to engage them? What answer are they searching for?
What’s in it for them?
Why should they spend time looking at your website?
An easy way to test if your copy is reader friendly is to count how many times the terms “I” and “we” are used. Next count how many time you use the terms “you” and “your” If “I” and “we” are in greater in number than the “you” and “your” then you are likely to lose your reader.
4. Focus on benefits not features
Instead of giving broad general statements like “our customers are the most satisfied in Melbourne” say something like “ 65% of our clients have been using our products/services for 5 years” is a much more powerful way of demonstrating to readers that your company has a good reputation and that your customers are happy with your products/services.
Offering testimonials to show how your business solves customers pain points are is very valuable and forms an important part of any Home Page.
5. Call to action
This is something that is frequently missing from website Home Pages. It is really important not to leave your website visitor unsure about what action they should take next. Make sure your website copy includes these calls to action. They can appear at various locations on the Home Page and can be in various forms such as:
text links to other website pages
clickable buttons or images
an invitation to connect on social media
a sign up for a newsletter or e-book
The key is to let your visitor know what they can do next.
6. Personalise your approach
A friendly conversational style of writing is much more engaging and will encourage visitors to spend time on your site getting to know you and your business.
Tell people an interesting story about your business, adding something personal can also help to build trust with your potential customers
Make sure you write your copy as though you’re speaking to one person. The aim is to get lots of people to visit your site, however, it is important to remember that all these visitors to your site are individuals.
Use simplified language in your website writing, peoples reading levels are lower on a screen than in print. For example:
Instead of “additional” use “extra”
Instead of “facilitate” use “help”
7. Use headlines and sub headings.
Block of copy tends to turn readers off.
This is especially important as more and more people will be accessing your site from a mobile device
We all know how frustrating and difficult to read large blocks of text can be on a phone.
Sub headings, bolding and dot points all help to make the text more scannable which correspond to how we view information on a screen.
OK so you’ve got the general idea about what a Home Page is all about, so how does an About Page compare?
The About Page is the place to tell people all about you, your employees and your business. It is also the place to explain why people should do business with you.
Tell them what problem you solve. Describe your capabilities and why you are uniquely qualified to sell your product and/or services.
Testimonials are a good way of building social proof around your business. They help to establish your businesses reputation and authenticity. According to BrightLocal
“88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts.”
In other words, online testimonials work much the same as Word of Mouth recommendations by users of your products and services.
What is the story behind your business, how do you tell this story in a way to appeal to your target customers? As you write your About Page keep in mind the people that will be reading the page, what are their needs and wants, what stories will help them connect with you and your business.
Keep the tone conversational, as with the Home Page. Write as though you are speaking face to face with that person. The friendlier the tone of your about us page the more approachable you will seem.
Use the About Page to convey your passion for your business. To build trust and connection with visitors writing about your interests outside the business can help. Like with the Home Page remember your About Page is going to be read by an individual and as far as they are concerned they are the only one reading your About Page, it is with this individual that you are trying to build a relationship/connection.
Like on the Home Page break up text using headings, subheadings, bold and white space to make it scannable
Images on the About Page should be of you and your employees. These photos can either be of you actually working with in your business or a more stylised headshot.
Make sure you let the reader know what to do after reading the About Page. For example, you could suggest they look at your past work and link to that section of your site, invite them to connect with you on Facebook or follow you on Instagram or invite them to come and visit your store if you are a retail outlet.
The purpose of the About section of your website is to give a sneak peek into the real you and how your business works. It is the first step in building a relationship with the potential customer. Once they get to know you and feel comfortable with you then you are well on your way to doing business with them.
Happy writing - Kieren