Greetings! Glad you’re here, because today’s SEO copywriting how-to video is about creating a killer home page. However powerful your copywriting and skilled your SEO, if you’re making these all-too-common, conversions-killing mistakes with your home page copy, your business will suffer. The good news is, bad as it may seem now, it is easily corrected!
If you’ve been following Heather’s weekly how-to video posts, you’ll notice the progression from the inaugural 3 skills every SEO copywriter must have to this step-by-step series, aimed at providing you with explicit guidance to creating a fantastic website.
Beginning at the beginning, Heather first addresses the home page: what you should include on your home page to serve both the search engines and your target audience, as well as what tactics to avoid.
So let’s review:
Why Focus on the Home Page?
Because the home page is the most important page on your site! It is your second conversions opportunity following the search engine results page.
The Home Page:
- Is the page most indexed by the search engines
- Sets the “tone” for the entire site
- Orients people: they know they’re at the right “place” and that you offer what they want/need
Your Home Page is Like a Funnel:
From a sales perspective, you should assume that your prospects are coming to your site directly from search engine results, a link, or an offline source. Your objective is to first, immediately let these folks know that they’re at the right place and then second, direct them to exactly where they need to go next.
Your home page serves to segment your audience and then prompt them to move around your site. Your home page is a great “preview” of all that you offer, not an index of every single benefit you offer.
Tried and true strategies for writing a killer home page, whether B2B or B2C, are:
- Use overarching benefit statements & general, overarching keywords/keyphrases
A well-written home page should serve as a “teaser,” offering a preview of the great benefits your company has to offer. It isn’t the place to discuss each and every benefit you offer, or list each and every keyword or keyphrase in your arsenal. It is the place to offer your readers a taste, then clearly direct them to exactly where they need to go for the full entrée.
Trying to say too much too soon overwhelms the reader, dilutes your message, and detracts from those keywords and phrases that actually apply to the home page. The same goes for your home page footer: jamming keywords and phrases into your footer doesn’t do anybody any good, period. Don’t do it.
It is better to sprinkle your benefit statements and related keyword/keyphrases throughout your site. You’ve product/service pages to address specific product/service benefits, about pages to discuss your company and mission statement, etc., and to include the corresponding, relevant keywords and phrases for those pages.
- Link intelligently from your home page to your product/services page
Again, your home page should serve as a funnel, directing your readers deeper into your site. As with benefit statements and keywords/phrases, you want to avoid linking out to each and every product or service you offer. It serves all concerned far better to link to main sections/categories of your site.
Far too often, otherwise well-written home pages go wrong with this “link-o-rama” (mal)practice, whereby your prospect is confronted with one big hyperlink. It only sabotages your home page content to jam it up with numerous internal links. For the reader, it is both visually overwhelming and psychologically overwhelming. Easy does it!
- Write copy that is focused around your customer persona
Write as if you were addressing an audience of one: your ideal customer. You want to reach and resonate with that one person. Writing general, untargeted copy will get you general, untargeted results.
This is a great opportunity to change up your copy to increase conversions by honing your message specifically for your customer persona. Even if you have multiple customer personas, you can readily structure your home page copy to address each persona and then direct the prospect to vertical-specific, niche landing pages within your website.
- Create a fantastic, benefit-oriented home page title
We’ve already discussed the importance of creating compelling, “clickable” page Titles. Far, far better to compose a powerful home page Title that couples one or two of the main keywords/phrases specific to the home page with a strong benefit statement, than to write a so-so title that is stuffed with keywords. You want to match your targeted home page copy with an equally targeted, clickable page Title.
- Get to the point
Stay on track and relay your message to your customer persona as succinctly as possible. Ruthlessly edit your copy and strive for an economy of words: if you can say something in five words as opposed to 25, do it. Your home page isn’t the place for waxing poetic!
So, what information should you have on your products or services pages? Stay tuned, as next week Heather will discuss how to craft conversions-driving copy for your company’s products/services!
Thanks for checking in! As always, your questions and comments are most welcome.