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How to Write Homepage Content And Avoid These 10 Common Mistakes

How to Write Homepage Content And Avoid These 10 Common Mistakes

Your homepage is often the first impression potential customers will have of your brand. If it fails to engage visitors, you risk losing them to competitors. But as a savvy business owner, you likely already know that. What you are looking for is why your homepage may not be performing as ideally as you need—and how to write homepage content that fixes this problem.

Good news! I’m walking you through 10 common mistakes that small business owners and marketing teams make when writing homepage content and how to avoid them. By knowing and avoiding this pitfalls, you are better prepared to create a homepage that keeps visitors coming back—and drives conversions.

Understanding the Importance of Homepage Content

Before diving into common mistakes, let’s clarify why your homepage content matters. It serves multiple purposes:

  • First Impressions: Visitors often decide within 3-5 seconds whether to stay on your site.
  • SEO Value: Well-crafted homepage content can improve your search engine rankings.
  • User Experience: Clear and concise content enhances user experience and encourages exploration.

When you understand the stakes, you can appreciate the need for effective homepage content.

Common Mistakes to Avoid

Mistake 1: Overloading with Information

One of the most frequent errors in homepage content is overwhelming visitors with too much information. While it’s essential to provide value, too much text can deter readers.

Solution: Focus on clarity and brevity. Use bullet points to break up text and highlight key offerings. Aim for concise sentences that convey your message clearly.

Mistake 2: Ignoring the Target Audience

Failing to consider your audience is a critical mistake. Homepage content should speak directly to the needs and preferences of your target demographic.

Solution: Conduct audience research to understand who your visitors are and what they are looking for. Tailor your messaging to address their pain points and interests. For instance, if you’re targeting local businesses, emphasize how your services can specifically benefit them.

Mistake 3: Lacking a Clear Value Proposition

Your value proposition tells visitors why they should choose you over competitors. Without a strong value proposition, potential customers may leave your site without understanding your unique offerings.

Solution: Clearly articulate your value proposition in a prominent spot on your homepage. This could be a tagline or a short paragraph that outlines what sets you apart. Make it relatable and straightforward.

Mistake 4: Neglecting SEO Best Practices

Many small business owners overlook the importance of SEO when writing homepage content. Ignoring SEO can lead to low visibility on search engines, making it hard for potential customers to find you.

Solution: Incorporate relevant keywords (like how this article includes “how to write homepage content”) naturally into your text. Use headings and subheadings effectively to improve readability and SEO. Remember to optimize images with alt text and work with your tech team to make sure your page loads quickly.

Mistake 5: Using Jargon and Complex Language

While you may be knowledgeable about your industry, your audience might not be. Using jargon or overly complex language can alienate potential customers.

Solution: Write in clear, simple language that anyone can understand. Avoid industry-specific terms unless necessary, and always explain them when you do use them. This approach will make your content more accessible.

Mistake 6: Failing to Include a Call to Action (CTA)

A clear call to action is essential for guiding visitors to the next step. Many homepages lack a prominent CTA, leaving visitors unsure about what to do next.

Solution: Include a clear and compelling CTA that tells visitors what to do—whether it’s signing up for a newsletter, contacting you for a consultation, or exploring your products. Use action-oriented language, such as “Get Started” or “Contact Us Today.” 

Mistake 7: Poor Visual Hierarchy

Visual hierarchy refers to how elements are arranged on your homepage to guide visitors’ attention. A lack of visual hierarchy can lead to confusion about what to focus on. Your homepage should flow smoothly and logically from one section to another.

Solution: Organize content with headings, subheadings, and white space to create a clear visual flow. Use larger fonts for headlines and smaller fonts for supporting text. This structure helps visitors navigate your homepage easily.

Mistake 8: Not Showcasing Social Proof

Social proof, such as testimonials and reviews, builds trust and credibility. Failing to include social proof can leave visitors skeptical about your offerings.

Solution: Incorporate testimonials, case studies, or client logos on your homepage. Highlight positive feedback prominently to demonstrate the value you provide. This approach can significantly increase trust and encourage conversions.

Mistake 9: Overlooking Mobile Optimization

With more people browsing on mobile devices, neglecting mobile optimization is a significant mistake. If your homepage isn’t mobile-friendly, you risk losing a large segment of your audience.

Solution: Your homepage needs to be responsive—meaning it adjusts seamlessly to different screen sizes. Test your website on various devices to guarantee an optimal user experience.

Mistake 10: Forgetting to Update Content Regularly

A stagnant homepage can give the impression that your business is inactive. Regularly updating your content helps keep your brand relevant and engaging.

Solution: Set a schedule for content reviews and updates. Consider adding a blog or news section to share the latest information about your business. This helps with SEO—gotta love organic traffic!—and keeps your return visitors informed with the latest from your business.

Best Practices for Writing Homepage Content

Whew! We’ve identified 10 common mistakes that businesses like yours make. Don’t worry if that seems a bit overwhelming. I’m sharing my best practices for writing effective homepage content that will help you avoid those mistakes.

1. Have a Strong Headline

Your headline is the first thing visitors see, so make it compelling. Clearly state what your business does and what visitors can expect. Even though this is listed first due to its importance, the best headlines are often written last… after you have the rest of your content figured out.

2. Use Subheadings for Clarity

Subheadings break up your content and make it easier to scan. Use them to guide visitors through your homepage, highlight key points, and—where it works naturally—sprinkle in your relevant keywords.

3. Keep It User-Centric

Always write with your audience in mind. Use “you” and “your” to make the content feel personal and direct. Try to minimize the use of “I”, “me”, “we”, and “our” when speaking about yourself and/or your business. Even in sections typically about you, make it really about your audience and how you help them.

4. Optimize for SEO

Incorporate your primary keyword naturally throughout your text. Use variations and related keywords to enhance your SEO strategy. Remember to avoid keyword stuffing! A good rule of thumb is to use a keyword no more than 0.5%. So for a 1000-word article or webpage, you’d aim to use the keyword once every 200 words or 5 times in the entire piece.

5. Maintain a Consistent Tone

Your homepage should reflect your brand’s voice. Whether it’s professional, casual, or friendly, consistency in tone helps build trust. 

Don’t have a brand voice? Now is the time to create one. Start by defining your target audience and understanding their challenges and goals. Outline key characteristics that reflect your brand’s personality—such as tone, language style, and values. Use a brand voice guideline document to help maintain this voice in all future content across all your communication channels.

6. Include Contact Information

Make it easy for visitors to contact you. Include your phone number, email, contact form, Calendly, and links to your social media accounts—whatever makes sense for your business—in an easily accessible location. For example, many businesses include this information either in a pre-header or in the site footer.

7. Focus on BenefitsAnd Features

When describing your services, focus on the benefits first. Explain how your offerings can solve your audience’s problems or improve their lives. Then, depending on your industry and/or products, you may need to break down the unique features that make your product the best choice.

8. Use High-Quality Images

These days how a website looks has a huge influence on visitors’ trust. Images enhance your homepage’s visual appeal. Use high-quality images that resonate with your brand and showcase your products or services effectively. If you have the budget, consider hiring a professional brand photographer to capture your products and team.

9. Test and Analyze

Use tools like Google Analytics to track visitor behavior on your homepage. Analyze the data to identify areas for improvement and test different elements to see what resonates best with your audience.

10. Get Feedback

Don’t hesitate to ask for feedback from trusted colleagues or customers. Fresh perspectives can help you spot areas for improvement that you might have overlooked.

What Comes Next? (Re)Write Homepage Content

Writing homepage content that actually works is essential for your business’s success. By avoiding these 10 common mistakes and implementing best practices I shared, you can create a homepage that captures attention, communicates your value, and drives conversions. 

Remember, your homepage is often the first touchpoint for potential customers. Make it count!

By focusing on clarity, SEO optimization, and user-centric design, you can create compelling content that meets the needs of your audience. 

Have questions about how to write homepage content or need assistance with your website? My Copy Refresh or VIP Copy Intensive services may be right for you.

waymarks

Jacquelyn Van Sant brought her two greatest passions — writing and helping people — together to form Waymarks Web Solutions. Waymarks currently focuses on providing website content strategy, copywriting, and consulting services to tech, health, coaching, and small-to-medium businesses.