Here's a structure you can use to format the copy on your home page. If you already have your home page published, I suggest that you go back and evaluate your current website's home page by seeing if you have answered these five questions, too.
- Who is your best, ideal client? Who are you calling to to work with you?
- What are the specific problems your prospects have?
- What solutions can you offer for these problems?
- What is the proof you offer about your expertise? Why should a prospect work with you instead of someone else?
- What invitation for a first “getting to know you” step do you offer your website visitors?
The biggest issue I see when I evaluate the copy and design for a client's home page is that it is often written to tell all about you…what you love to do, what your life experiences have been, and what your training or qualifications are. Remember that your home page copy should focus on the specific benefits you offer to prospective clients or customers, not be a vehicle for telling about yourself. Frankly, people want to know from your website's home page copy what's in it for them. They don't care at that moment about your lifelong journey or about your personal views. They are reading your copy and asking, “What can you do for me to help me out of my present situation?“
Your website's home page can work to bring you prospective clients just like bees to honey. Just focus on BENEFITS rather than on features. Features explain what you offer, but benefits explain what someone gets in the end result of working with you. Prospects look for the benefit (what's in it for them).
Want to know more? Here's my blog post all about website planning.
Need help evaluating your current home page? You can get my eyes on your copy by clicking here.