The homepage of your website is without a doubt the most important (and usually the first-visited) page on your website. That’s why this homepage copy checklist exists! Your homepage is where your ideal client will naturally go to get an authentic taste of what you have to offer, what it’s like to work with you (or use your products), and what they can honestly expect. I always explain to my clients that your social media profiles, like your Instagram, are beautiful window displays, while your website is like walking inside the lush boutique.
Your homepage is the place to really roll out the welcome matt for your ideal clients, make them feel comfortable, seen and heard in the problems they’re experiencing so that they can’t help but take action on your solution for them!
In this post, you’ll get your own website copy homepage checklist… but first, let me share 5 of the ultimate best practices for your homepage.
5 Homepage Best Practices
- The F-Pattern – Most readers will read your website in an F-shaped pattern, which is essential for you to know when you consider where you lay out the most important pieces of your website copy
- The 5-Second Rule – Generally speaking, if a guest lands on your website homepage and they can’t decipher who you are, what you do and what you’re selling within the first 5-seconds, they’re bouncing. That’s why the website header is so essential to optimize.
- Search Engine Optimization – Search Engine Optimization (SEO) basically means making your website friendly to search engines like Google, which send crawlers into the Websphere whenever a searcher enters a query. There are considerations to make for SEO in your website’s design and back end, but also in your website copy. To make sure that your ideal clients find you, you’ll want to target specific keywords that hit on what they will be searching for when looking for solutions. This keyword should then be included in your main website H1 header, in your meta description, and naturally throughout your website copy, at a minimum.
- Empower Over Pressure – I wouldn’t be doing my job as a conscious copywriter if I didn’t raise this in the discussion. You must write copy that empowers your reader rather than pressures or shames them. This is the kind way to treat your reader and will also land you more soulmate kinds of clients who made an empowered decision to work with you.
- Whitespace – This is mostly about making sure that the design of your website has enough whitespace for the reader to be able to really read the copy. Still, there are other considerations you can make here with the copy. Mainly, make sure that you break up your text into small paragraphs, bulleted or numbered lists, and other digestible chunks whenever possible in your copywriting process.
Homepage Copy Checklist
When it comes to creating a badass website, there are multiple elements to consider: your design, the technical and backend aspects, and of course, your website copy! This checklist really focuses on your copy specifically. If you want a website design checklist, check out this one from my designer Britt!!)
- A header that’s extremely clear and contains your keywords for SEO
- Check out the best practices above to learn more about what I mean by SEO!
- A clear and optimized meta description and page title that includes your keywords
- The 2021 best practice for optimized length for your meta descriptions is between 50–160 characters
- An explanation of your bigger purpose; your mission; your why
- Your WHY is the most important thing to communicate because it’s what appeals to the more profound, emotional sensibility and allows them to make more empowered full-body-yes kinds of decisions
- A dive into your signature framework or methodology
- Show off how you’re special and unique because I know you are!
- An overview of your core services menu
- You don’t need to add too many details here; that’s what your work with me or services page is for! I recommend that my clients highlight the services and offers they want to be selling, not everything that you could potentially help your clients with. Go for your star pieces!
- A narrative
- Storytelling is by far the most effective means of website copywriting and just communicating in general!
- A recognition of the hero of the story (your ideal client) and what they’re currently experiencing, reflected with empathy
- This is the spot to let them know you’ve been in their shoes and you’re here to walk alongside them
- A clear reflection of the guide here to lead the hero to the next stage, and how
- AKA, a description of how you are exactly what they need now and how it’s going to happen
- Testimonials and reviews from past clients that showcase what you have to offer and what it’s like to work with you in THEIR powerful words!
- I recommend emphasizing testimonials that really paint an emotional picture of your client experience
- A photo and introduction of you or your team that adds personality to your brand
- Make sure you add alt-text to this and all images that you include on your website, for SEO purposes, but also for accessibility!
- A clear call to action that encourages your visitor to take your next desired action
- This is personal to you and your goals, but could be for them to book a call, to buy now directly, or to inquire or apply
- A clear and legible footer that links to your privacy policy, terms and conditions and disclaimer
Want to see some examples of some strong and powerful website homepages for creatives? Check out my portfolio of work here.
DIYing Your Copywriting? Be Sure To Ask Yourself These 5 Questions First!
There are some very important questions to ask yourself and elements you need to gain clarity on before you begin DIYing your own copy in your creative business. This free workbook is here to guide you through that process!
Other Copywriting Resources You’ll Love
My 3 Top Copywriting Tips For Entrepreneurs Who Hate Writing
10 Simple Rules for Writing Captivating Website Copy
30 High-Converting Words to Use In Your Sales Copy
5 Tips for Writing Website Copy Quickly
How To Make Your Website Copy More Powerful + Engaging
3 Magic Copywriting Phrases to Convert Readers into Buyers
8 Simple Ways To Elevate Your Website Copy
