Staring at a blank screen, wondering how to write website copy that actually works? You’re not alone. Writing compelling home page copy is harder than it looks. That’s why I’ve created a free, easy-to-use template to help service-based businesses like yours stand out.
This template has been designed based on my experience writing website copy for many years. It’s best suited if you’re a service-based business, as it focuses on your brand story and service benefits.
Things you should know before you write your home page copy
As with all good marketing, you need to spend some time preparing and researching so you know you’re targeting the right things.
In my eyes, there are 7 things you should consider before writing web copy. Ask yourself:
- Do I know my audience inside-out?
- Do I understand my offer’s transformation?
- Am I aware of my value proposition?
- Have I set clear goals for my website?
- Can I explain exactly how I operate?
- Do I know the tone of voice I want to portray?
- Do I understand how customers will find me?
If you answer ‘yes’ to all of these, crack on and download my free home page copy template.
If you’re thinking, “Hmm, maybe I need to go back to the drawing board”… check out my blog post here: 7 things you should know before writing web copy. In the blog post, I give you actionable tips and exercises so you can be confident in your answers to all those essential areas.
Website copy or design first?
When it comes to redesigning your website or starting from scratch, whether you’re going down the DIY route or hiring a professional website designer, writing the copy first is always a good idea.
The copy informs the design, and the design’s job should make the words sing. So having the website copy first means you aren’t going back and forth with design tweaks for weeks (oh hey, that rhymes).
If you’re not convinced, read my blog post: Which comes first, website copy or design?
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What should you include in your home page copy?
Your home page is split into two sections: above the fold and below the fold. This means things you see instantly (above the fold) before you scroll down and what you see once you keep scrolling.
Above the fold, you should have:
- A main header introducing your business and grabbing attention
- A summary of your key promise (how you transform your customer’s lives)
- An optional CTA telling people what to do next
Depending on your design, you might also want to add social proof (testimonials from customers or logos of clients) above the fold.
Below the fold, you need to:
- Explain your value proposition
- Show your potential customers you understand their pain and you’re the right choice to help
- Introduce your company story and expertise
- Showcase customer testimonials
- Give clear service specifics of your different offers
- Point people to additional offers or resources
- Encourage the next step with regular CTAs
Pros and cons of website copy templates
I’ve created this free resource to support small business owners in writing website copy that converts and sounds like them… however, with a website copy template, there are pros and cons you should be aware of.
Pros: Using a website copy template
- Time-saving. Templates provide a ready-made structure, helping you start quickly and avoid the blank-page syndrome.
- Proven frameworks. This template mirrors strategies I’ve used to write high-converting websites for my previous clients – mostly high-end service providers and creative business owners.
- Guidance for beginners. If you’re new to copywriting, templates provide clear direction and help ensure you include important elements like calls-to-action and value propositions.
- Customisable to your brand. They can be adapted to suit your specific brand voice, offer, and audience needs.
- Supports creativity. It might sound counterintuitive, but having a template can improve creativity as you’re not worrying about the structure as much.
Cons: Using a website copy template
- Potential for lack of originality. Over-reliance on templates can result in generic copy that doesn’t stand out from competitors. Remember to adapt the template with your unique traits.
- One-size-fits-all. This template has been created to tailor for service-based businesses. If you’re in an e-commerce business, for example, this is unlikely to be the right format.
- Takes effort to customise. While templates save time upfront, you need to spend time adapting them to suit your business to ensure the copy resonates with your target audience. But don’t worry, I’ve included plenty of instructions in this template so you make the most out of it.
Step-by-step guide: How to use this free home page website copy template
So you are set up for the best chance of success, before you start writing website copy with this template, follow these steps:
Step 1: Download the free home page website copy template
Download the home page website copy template here and make a copy to your Google Drive. This allows you to edit the template instantly.
Step 2: Read through the template and gather information
Use the template to create notes and start jotting down ideas. You might need to do some prep work, for example, picking the right testimonials and adapting your bio into short snippets.
If you’re unclear on how to explain your business’ main promise, value proposition, or benefits, spend some time on this exercise first. Without this key information, your home page copy will fall flat.
Step 3: Assemble your home page copy
I love this quote by one of the OG copywriters Eugene Schwartz:
“Copy is not written. If anyone tells you ‘you write copy’, sneer at them. Copy is not written. Copy is assembled. You do not write copy, you assemble it.
You are working with a series of building blocks, you are putting the building blocks together, and then you are putting them in certain structures, you are building a little city of desire for your person to come and live in.”
So now it’s time to take your notes and ideas and assemble them into customer-focused website copy that showcases your personality.
Step 4: Read your new home page copy as if you’re a customer
Before you publish it, put yourself in your customer’s shoes and read through the copy as objectively as possible.
- Does it clearly explain what you do?
- Does it make it clear why you’re the right choice?
- Does it highlight the transformation you help people to achieve?
If you struggle with this, ask a friend or ideally someone who doesn’t know the inside workings of your business. They will be able to tell you if it’s clear, or if there are things you’re missing.
Also, check your home page copy is not self-centred – it should address the reader more with ‘you’ than you mention ‘I/we’.
Step 5: Publish your new home page website copy
Now, here comes the fun part! Publish your new copy, make a killer first impression, and start converting potential customers. Remember that you can test, tweak, and optimise your copy based on your data so it continues to improve.
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Get your free home page website copy template now
If you haven’t already downloaded the free home page website copy template, what are you waiting for?
With this template, you’ll save time, avoid overwhelm, and create a home page that converts. Click here to download it now and start turning website visitors into paying, happy clients.
If you want extra help with your website copywriting after downloading this template, or you’ve decided you want someone to do it for you, get in touch to arrange a free, no-obligation discovery call.