Tips for Writing a Website Homepage

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“Good website practice and optimizing for conversion usually makes for good Search Engine Optimization. These work together to ensure you drive quality traffic and can persuade that traffic to help you meet your business goals.” — Marc Ostrofsky

Writing copy for website homepages can be tricky. Your website’s biggest job is to convert customers, and your homepage is key to that conversion. The homepage not only has its own job to do, but has the added responsibility of supporting a group of second-level pages.

What follows are some basic principles to keep in mind when writing copy for your — or your client’s — homepage. These principles hold true whether a site has a total of five, ten, or a thousand pages.

1) Use your principal homepage headline to communicate your site’s underlying value proposition — This is job #1. When first-time visitors arrive at your site, they come with a purpose in mind. They’re looking for something. You need to let them know they’ve come to the right place.

That is to say, you need to let people know what your site is about, and why it’s better than all the competing sites that offer similar products or services — and you need to do it quickly.

This is a tough job. But it easier when you stay focused on the “Big Idea.” Understand what your visitor is looking for and communicate your promise and value quickly and clearly by embellishing upon AWAI’s Four U’s© of strong headline building: Unique, Urgent, Useful, and Ultra-specific.

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John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

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