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How to Write a Homepage That CONVERTS

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Ah, the homepage of your website. It’s probably the most important page on your site. It’s what draws users in, communicates your core message and, hopefully, what leads users to become clients. There are a ton of articles out there with tips on what and what not to include on your homepage, but the reality is, no two homepages are exactly alike. And they shouldn’t be! Today we’re going to give you some critical advice to take your homepage copy to the next level. We won’t keep you waiting any longer.

Here are our top 5 tips on how to write a homepage that converts!

1. Don’t immediately lead with your solution. 

We know, we know. This piece of advice goes against EVERYTHING you’ve ever been told or read. Don’t get us wrong, your solution is important. But, it’s not exactly the very first thing you should lead with. Instead, we recommend you follow the PAS Formula. Problem Agitation Solution. Lead with the problem you solve. Then, follow up with a question or statement that resonates with your target audience’s problem as a core agitator. Something that makes your reader stop and say, “Yeah! They know exactly how I feel!” Then — after you’ve poked the bear some — plug in your solution and present your unique fix to their issue.

2. Identify with your target audience.

Emotional connection is everything! We can’t stress this enough. When a site visitor lands on your page in search of information or a solution to their problem, they want to be heard! Write to make your target audience feel known. This goes back to our point above. When you lead with the problem your audience faces in a personable way, people will identify with your content, stay on your page and continue scrolling through. Which is the goal! You’ll never convert site visitors to clients if they don’t stay on your page long enough to form an emotional connection that actually leads them to take action.


What’s the point of writing an incredible home page if no one ever sees it? Optimizing your content to rank in search engine results is a critical aspect of writing web copy. Make sure you spend time doing intentional SEO keyword research before creating content so you can ensure those important keywords are strategically placed throughout your content. Pro Tip: There are SO many SEO tools out there waiting for you!

4. Long live the hero message.

Around here we like to call it a sticky statement. This statement is a crucial part of writing a homepage that converts. The hero message can tie into our first tip of stating the problem before the solution, or it can be a strong, memorable message that communicates an essential component of your brand or business. Either way, the goal is to craft a message that quickly grabs your reader’s attention and persuades them to explore the site. Another use of the sticky statement is to engrain your core message into a viewer’s brain. Obviously, not every single user that visits your website will become a customer right then and there, but there is a high chance that when they’re ready to make a decision, that hero message will resurface and they’ll be back on your site.

5. Show, don’t tell.

Yes, content is king. But we’re ready to make a strong case for the incorporation of strategically designed graphics and video testimonials that prove your brand’s return on investment (ROI). You can write your core values and unique value propositions (UVPs) over and over again — but what will really get their attention? EVIDENCE! Whether your company is B2B or B2C, potential (and current) clients either want numerical data backing up your claims, or they want to hear from a real-life client who’s benefitted from your services.

It’s time to take your homepage content to the next level. Whether you’re starting from scratch or looking to spruce up your current content, the 5 tips above will help you build a homepage that converts!

To connect with a strategic marketing partner who understands the challenges of developing a website that converts, book a free Discovery Call with Carter House Copy today.

Copywriting, Website Tips

October 18, 2021

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