Copywriting
Jun 21, 2024

7 Things You Should Put on Your Website’s Home Page and Why

Here's a straightforward guide to everything you need on your home page with examples.

When I started building websites more than a decade ago, I never thought much about the words I put on my web pages.

All of my headings were some version of "Welcome to Joe's Website," my subheadings were completely improvised, and my body copy was pulled out of thin air. 

I had no idea what I was doing.

In the world of websites, no one talks about the words we write. You'll find a million tutorials for web development, design, and hosting but nothing for copywriting.

It's too bad. Words are the most important thing on your site. They captivate, educate, and convince. 

I desperately needed someone to show me how to write simple, compelling copy that could transform my websites into powerful communication tools rather than just flashy pieces of software.

That's when someone gave me a book that changed my life. It’s called Building a StoryBrand by Donald Miller.

In this book, Miller provides a framework for website copy. He shows step-by-step how to strategically and thoughtfully construct the most essential and popular page on any website: the home page.

Here's a compact, straightforward, StoryBrand-inspired guide to every section you'll ever need to put on your website's home page.

1. The Header

Clarity over cleverness is my favorite rule in copywriting.

I apply this rule to every page on a website but especially the home page's header.

You've got about 15 seconds to let someone know they're in the right place before they click away.

The header is your first impression and gets more eyeballs than anything else on your website. 

Don’t waste it. 

Here’s what your home page’s header needs to do:

Clearly State What You Offer

Many feel they need to write poetically to get attention. But poetic language will often confuse and deter people more than it reels them in.

Your site's visitors just want to know if they can benefit from you in some way. If it's not obvious what you offer, they will leave.

"We Fix Computers Quickly and Affordably" says what you do. The more poetic version, "Solutions to Tackle Today's Biggest Challenges" says nothing. 

What solutions? What challenges? Do they even work with computers? I think I'll go somewhere else.

Describe the Ideal Outcome

Your visitor wants to know that your definition of success is the same as theirs.

If it's not apparent that you each want the same thing, it could make them hesitant about moving forward.

The following describes the ideal outcome for someone with a glitchy computer who doesn't want to deal with it anymore:

"Hassle-free tech support that gets you back to work, doing what you love."

Tell Them Where to Go

How do you want people to engage with your offer?

Maybe you want them to call you or fill out a contact form or drive to your store. 

Whatever it is you want them to do, place a big, colorful button in your header that calls them to action and directs them to that next step.

Here are some good call-to-action buttons:

  • Order Now
  • Buy Now
  • Sign Up Now
  • Shop Now and Save
  • Contact Us
  • Get Directions
  • Donate
  • Get a Quote
  • Get Tickets
  • Get Started
  • Give Us a Call
  • Start Your Free Trial
  • Book an Appointment
  • Schedule a Free Consultation

Be sure to repeat this call to action throughout your website.

CTA buttons are a great way to ensure that your visitor is never confused about how to take you up on your offer.

Examples

The workout your body needs to live the life you want. We're a pilates studio in East Sacremento that can help you move and feel your best.
www.nepheshpilates.com
Lose the hassle, not your stuff. A multi-use tool that makes hoisting up and tying down a breeze.
www.tieboss.com
Make the most of the time you have as a family. Family coaching to help you experience a more productive, satisfying, and meaningful family.
www.cristinparker.com
Take control of your numbers with Lovejoy & Numbers Accounting & Bookkeeping Services
www.lovejoynumbers.com

2. The Problem Section

The header made it clear that you offer a successful resolution to your visitor’s problem.

The problem section is where you remind them what life is like when their problem goes unresolved.

Show That You Understand the Problem

Empathize with your visitor’s fears and frustrations.

By demonstrating that you thoroughly understand how they feel, you instill confidence in the reader that you know what it takes to fix their issue.

Here are some empathetic, StoryBrand sentence-starters courtesy of Donald Miller:

  • We understand how it feels to…
  • Nobody should have to experience…
  • Like you, we are frustrated by…

Talk About the Consequences

Your visitor is trying to avoid the consequences that their problem causes.

Just like in the header when we gave them a glimpse of the ideal outcome, there’s also a bad outcome waiting for them if they don’t take action.

Don’t scare them, just give them a heads up.

Here are some consequences you could mention:

  • More confusion
  • Wasted time
  • Underperformance
  • Loss of focus
  • Missed opportunities
  • Stress and anxiety

Present Your Offer as the Solution

You’re now teed up to hit a home run.

You get where they’re coming from, you know the stakes they’re dealing with, and you know the perfect solution.

Restate your offer and the ideal outcome one more time in a way that addresses each of the consequences you brought to your visitor’s attention.

Copy your CTA button from the header and paste it right here. Your visitor’s fears and frustrations will be put at ease if they click it.

Examples

Is your child self-conscious about their smile? Most kids feel insecure about something: their grades, their lack of coordination in gym class, their clothing. When they’re self-conscious about their teeth, their self-esteem suffers, and they start to hide their smile—or stop smiling altogether. As a result, teachers and their peers may perceive them as shy and reserved, or even unfriendly.   Effective orthodontic care will bring out your child’s best smile, so they’ll feel confident and happy again.
www.starksmiles.com
Do you worry you’re wasting valuable years? It doesn’t have to be this way. Get the tools and resources to make the most of your time together as a family – at every life stage. Reach out let’s build a family roadmap.
www.cristinparker.com
www.tieboss.com
YOUR BODY SHOULDN’T HOLD YOU BACK.  You and your body have been through a lot. And now, you’re starting to feel the effects of putting your body and health on the back burner. We believe you shouldn’t have to settle for the aches and pains of everyday life.
www.nepheshpilates.com

3. The Value Section

You don’t buy a car just to own one. You buy a car because it improves your life.

Your first car gives you freedom. A hybrid car saves you money on gas. A fast car is fun to drive.

A car adds value.

Think of a few ways your offer will add value to someone’s life. For example:

  • Save money
  • Save time
  • Reduce risk
  • Eliminate stress

Examples

A bright future begins with a beautiful smile. At Stark Smiles, straight teeth are just the beginning. When people feel good about their appearance, their whole world can change. More Confidence Having a winning smile improves self-esteem, builds confidence, and improves attitudes. More Connections When kids are no longer embarrassed by their smile, they make more friends. More Opportunities People with healthy smiles are perceived by others as smarter and more competent.
www.starksmiles.com
Attentive Customer Service All patients receive dental services and care tailored to their preferences and needs. Get a custom care plan. Stress-Relieving Convenience Extended hours, family appointments, and same-day treatments make getting the care you need easy. We schedule around your life. Complete Comfort Solutions Blankets, TVs, stress balls, and sedation are available to keep you relaxed. Whatever you need to feel at ease.
www.premiersmile.com
There’s a better way. Experiencing your habits transform  Accessing tools, people, and expertise  Seeing your work move forward
www.motivatedmornings.work
Our accounting services save you time, energy, and headaches.
www.bryansambatcpa.com

4. The Proof Section

How can you prove to your site’s visitor that you have what it takes to solve their problem?

Here are some great ways to let people know that you can talk the talk and walk the walk:

  • Testimonials from people you've helped
  • Case studies that show off your work
  • Statistics that quantify your impact
  • Press articles and videos that mention you
  • Logos of respected companies you’ve worked with

Examples

"As a business owner, I’m very good at making deals, making money, and making it happen, but sometimes tracking the money can fall between the cracks when I’m spread so thin, especially during busy seasons AND a global pandemic. Enter Bryan. He's been an absolute game changer for my business."
www.bryansambatcpa.com
The New York Times, Fortune, Entrepreneur, forbes, NBC, PBS, ABC, CBS
zenfounder.com
$16K. After 3 years with Divvy, the average customer saves $16,000 toward their home’s down payment. 19 Days. The average Divvy customer goes from offer to close in just 19 days. 2x. Divvy creates homeowners at double the rate of our closest competitors.
www.divvyhomes.com
"After having a baby, exercise can be a little scary. My body didn’t feel the same with atrophied muscles and lots of pain. What I’ve gained at Nephesh Pilates is the self-care [and movement] I need as a new mom.” - Laura
www.nepheshpilates.com

5. The Process Section

People will not walk into a fog. If someone is unsure of the steps they need to take to accept your offer, they’ll back out.

The process section is where you can put your visitor at ease by showing them just how easy it is to work with you.

The more steps you have in your process, the more difficult it begins to look.

You might have 7 or 8 steps in your process but do yourself a favor and try to combine those steps into three separate phases.

The simpler your process is, the more appealing it will be to your visitors. 

Having three steps keeps things simple and easy.

Examples

We help leaders do more good. First, we find leaders with incredible potential. Then, provide them with funding, network, and support. And, they become game-changers for their nation.
www.goodbureau.ro
How can we get started? Here are three simple steps.  1. Book a call. Click this button to schedule a call with me. You can tell me about your business and help me understand your priorities and needs.  2. Choose your service package. We love to set up, clean up and manage QBO files. We perform various bookkeeping, accounting, and consulting services - we can tailor our packages to meet your specific needs or you can choose one of the following service packages. 3. Take control of your numbers. See how better accounting can set you up for success!
www.lovejoynumbers.com
Ready to turn stress into smiles? It’s simple. Really.  Schedule icon 1. Make an Appointment Whatever your schedule, our extended hours and family appointments ensure we can find a time that works for you.  great visit icon 2. Experience Exceptional Service Catering to your needs is our specialty. We’ll make your visit so relaxing, it might be the best part of your day.  Smile More icon 3. Celebrate Beautiful Smiles Whether you have the fresh shine from a cleaning or a new look from a major makeover, every smile is worth celebrating!
www.premiersmile.com
Get on the path to homeownership.  Apply in minutes. Get prequalified for a home-shopping budget. It’s free, there’s no commitment, and it doesn’t impact your credit score.   Find your dream home. With your budget in hand, go shopping for your new home (with a Divvy agent or your own). Divvy buys it with an all-cash offer, and the keys are yours.   Move in and make it yours. Rent your new home from Divvy while you get ready to own it, with built-in savings for your down payment each month.
www.divvyhomes.com

6. The Other Stuff

Most websites contain more than just a home page. There are usually secondary pages as well like Blog, Events, Products, Services, etc.

But these pages easily get lost on your site because they are buried behind the home page.

If you feel that your visitors are missing out on key pieces of information contained on these secondary pages, bring a sample of each page to the front using a teaser section.

Examples

LATEST EPISODES OF THE ZEN FOUNDER PODCAST
www.zenfounder.com
Recent articles you'll love. Promise.
www.livingglutenfreely.com
Try a few of our recent recipes on your own.
www.wholesomenutritionco.com
Free Sleep Tips  Have baby sleep questions? Try my searchable blog. You’ll find schedules, troubleshooting, and so much more!
www.takingcarababies.com

7. The Footer

Store Extra Links

Some websites have so many links in the top nav you become paralyzed by all of the options.

Putting links in the footer keeps the top nav uncluttered and focused on your most important pages.

If people are looking for secondary pages like Careers, About Us, or Contact Us, they’ll be more than willing to scroll for them.

Eliminate Dead Ends

Eventually, your visitor will leave but hopefully, it’s not because they’ve run out of things to engage with on your site.

Imagine scrolling to the end of your home page, and seeing that there’s nothing left to look at or click. You’re practically ushering people out the door.

Placing links in your footer creates opportunities for your visitor to stay. 

The longer people stay on your site, the more likely they are to click your call-to-action button.

Another great thing to put in your footer is a newsletter signup form. 

A newsletter is a surefire way to keep visitors in the loop even after they’ve closed their browser window.

Examples

www.karingforpostpartum.com
www.chobani.com
www.thecouplesacademy.com

That’s It!

Building a StoryBrand by Donald Miller has been a lifeline for me. I could not recommend his books enough.

Many of the concepts in Building a StoryBrand can also be found in his newer book Marketing Made Simple. I would probably read that one first.

If you’ve found this guide helpful, I hope you'll share it with your friends or bookmark it and refer back to it whenever you start a new website or page.