There are few things less intimidating when entering your ~freelancer era~ than writing your website homepage. And I would argue that it’s the most difficult part of your website, because it’s where most people choose to start.
You decide it’s time for an official, professional, I-can’t-believe-I’m-a-business-owner site, and it IS exciting, but sitting down in front of the vast emptiness of a fresh Google doc is, well … a lot.
Almost every single website copy client I’ve worked with (and I’ve written over 100 websites at this point!) sat down to write their own site, and then realized they had not one single clue about what to say. How to make their business stand out in what they believed is an overcrowded online space (it’s not). And how to make their personalities come through the page to avoid the same old generic phrases everyone sees over and over again.
And that’s why I decided to write this post: to help DIY-ers out there (like you!) write a kick ass homepage that’s not only engaging and unique, but primed to convert.
The Questions Every Website Homepage Needs To Answer
While it would be fun to just spout of random thoughts and feelings about your business, that’s not what’s going to keep people invested. To increase your website’s conversion potential, your homepage copy needs to answer:
- Who you are
- What you do
- Who you do it for
- Why THEY should care
- What they should do next
This is not the time to leave people guessing. You want to be very clear on this page so your future clients understand that not only can you solve their specific problem, but you’re the only person who can do it for them.
Are you ready to become the only answer to their question? Let’s walk through the non-negotiable sections you need for a website homepage that keeps readers reading!
(And I will be illustrating these sections by sharing the website I wrote for Kelsey Converse Photography! I’m in love with it, and I know you will be too).
Your Homepage Hero
Let’s start with the part everyone overthinks, shall we?
But you don’t have to overthink it because it’s the easiest part of the page. All you need to do is tell everyone what your business is about. Immediately.
In other words, don’t bury the lede!
If someone can’t tell within a few seconds what kind of business you run, they won’t stick around to read the rest.
How to do it:
Your website homepage hero should make two things obvious right away: what you do, and who this is for.
That’s it. Those are the requirements.
From a practical standpoint, this headline should also be your H1 — meaning it includes the primary keyword you want this page to rank for.
A strong hero headline starts with the service your ideal client would actually search for, and uses the line underneath to add context about your approach, your perspective, or what makes your work different.
And if your hero works, the reader knows they’re in the right place, so scrolling feels like the natural next step.
Your Baby Bio
Do NOT fall into the trap of writing a small résumé in this section!!!!
Your homepage does not need a tiny version of your LinkedIn because they aren’t here for your credentials. They’re here because something about their website feels off and they’re trying to decide if you are the person who can help.
Instead, we want to focus on building a connection.
How to do it:
A good baby bio gives your reader a sense of how you think.
You want to hit things like:
- what you believe actually matters when it comes to this work
- what you’re tired of seeing done wrong
- or why your approach might feel different from what they’ve already tried
You can absolutely mention what you do, but the point isn’t to impress them. It’s to make them feel like you get it.
Everything else can live on your About page. Pinky promise!
Your Services Overview
This is where your clients will go to find out if you can actually help them.
If you have one signature service, go ahead and write a section that’s focused on the benefit you provide them (according to their deepest desires), with a link to your Services page.
But if you have more than one Services page, write a little description of each (again, focused on how you’re going to benefit them)! This is not the place to include the details of each package, so err on the side of keeping it more brief than info-heavy.
How to do it:
Focus less on what you offer and more on why someone would care.
Most people aren’t here to read about packages. They’re here to feel confident they’ve found the right solution. So lead with the outcome, then show the different ways you help them get there.
Your Social Proof
Now it’s time to back up what you’re saying, babyyyy. Because your readers want the receipts.
You’ve told people what you do. You’ve told them who it’s for. Now they want to know if anyone else has worked with you that was happy with the outcome.
How to do it:
Use past clients’ words whenever possible.
Testimonials, excited texts or DMs, screenshots, short case studies — anything that shows this worked for someone else before it’ll work for them.
Once that trust is there, clicking around (or reaching out!) feels a lot easier.
Your Final CTA
By the time your readers get here, they’ve made it all the way down the page — woo hoo!
So they already know:
- what you do
- who it’s for
- you have proof that this works
Now, they’re wondering what to do next.
(And yes, you need to tell them!!)
How to do it:
Your CTA should answer one simple question: what’s the next logical step for someone who’s still interested?
(I personally recommend sending them to your Services page or Contact page next!)
Whatever you choose, pick one main action and point people there. And that’s how you wrap up your website homepage!
Bonus: Featured Content
I know you’ve got more to say, so don’t be afraid to share it! If you’ve got a freebie (which you should, because email marketing really is that girl), or a blog, or a portfolio, please — let the people know.
No one is going to navigate down to your footer to look at all the extra links you’ve hidden. So, if something is important, it deserves a spot on your homepage.
Want to finish writing your website copy?
Of course, I’ve got more posts for the other core pages coming soon. But in the meantime, feel free to browse the rest of the blog for more tips.
You can also:
- Subscribe to my weekly newsletter, The Byline
- Read about my DFY website copy services (if you’ve decided you’re not, in fact, a DIY girlie)
- Download my free Notion dashboard, “How To Write A Services Page That Sells”
- Inquire about your website copywriting project
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