3 Tips for Writing Homepage Content

Content writing tends to get overlooked when designing web pages. Conversion tips tell you to think about colors, positioning, and grabbing attention. All of that is important, but without quality content there is no conversion.

Most homepages are not landing pages. They don't typically serve to convert customers. There are, of course, exceptions to the rule. In most cases, there are multiple products and services being sold, or the prospect needs more information before biting. To overlook the homepage during the conversion process would be foolish. A large percentage of prospective customers will enter through the homepage, or visit it before converting.

Don't neglect the homepage content when considering your website's conversions. Here are 3 concepts to remember when writing content for your homepage:

You are not your target audience.

As much as we might like to think we fit within the mold of our target customer, this just isn't true. When writing website copy, you have to think like your customer. They don't know the insider knowledge that you know. What kind of questions do they have about it? What are the pivot points that will seal the deal? Why should they use yours over the competitors'?

Obviously, you should not expect to answer all of these questions on the homepage, particularly if you have a lot of different products. The idea is to get the visitors thinking, engage them, and convince them to click on to your conversion page. Talk directly to your audience on their level, not on yours.

Solve the customer's problem.

Every customer has a problem. You have the solution. Now is the time to convince them of that.

Most customers come to your business needing a specific problem solved. Maybe it's as simple as furnishing their office, or as complex as helping their website draw a profit. Once you identify this problem, you will be able to address it. The homepage is the place to do it.

You will not get many visitors to your conversion page if they don't know what it is you do. Typically, the problem your business solves is a part of your simple mission statement. Address this point blank on the homepage. Take advantage of your headline to create an engaging, catchy, problem solving opening line.

Solve the customer's problem before you turn on the brag.

It's okay to brag about your business. You won an office supply Emmy? Great. Gloating doesn't solve anyone's problem.

Too many website headlines are filled with "The highest rated ___ company in the country." Or "Your best choice for __." No one cares. No one believes you. Even if it is true.

Brag about this later. Don't waste your valuable headline space on it. There comes a point when the prospective customer knows that you solve their problem, they like what you have to offer, and they're almost ready to buy - they just want to know why they should choose you. Then you can brag.