How Do I Improve the Copy on My Homepage?

This is a popular question that I’m usually asked once I start the content planning phase of a website project.

Way too often, website headlines are dull, vague, and stuffed with useless jargon.

When someone visits that website, there is confusion, no real clarity.

If someone doesn’t know in seconds what you do and if your product or service is relevant to them, they’ll bounce.

Chance lost. The prospect is gone, probably for good.

A captivating homepage headline (or even a decent one) starts with positioning.

• What do you do?

• Who do you serve?

• What does it matter to them (benefits?)

• How are you unique?

Four simple questions to answer.

Your headline should make it abundantly clear as to what you do. The sub-headline should highlight benefits or how you’re unique.

The copy below the headlines puts the focus on benefits or features so people get why what you do or offer can help them and the value delivered.

It’s a pretty simple formula, but a lot of companies falter here, which is troubling and a sorta weird.

HERE’S THE SOLUTION

1. Clarify your positioning so anyone can understand it. Dumb it down. It should only take a few seconds for someone to get what you do.

2. Concentrate on the customer and their needs, the services to be done, and why they should care.

3. Avoid jargon and overly generic language that could would apply to any company.

In my mind, I think a positioning exercise is a super powerful way to focus your marketing & sales.

Doing some work on things like brand positioning statements and value propositions goes a long way for marketing and sales assets, including Websites.