Help, my website designer wants words! How to write a home page that creates a great first impression

When planning your new website, your web designer will need you to provide content for your web pages. If engaging with a professional copywriter is not an option for you, they’ll need you to start writing the content yourself. But if writing isn’t your thing or you’re rushed off your feet already, sitting down to tap out the words required can seem like a big challenge.

But getting those words down on the page is crucial.  Your homepage sets the stage for your website visitors and gives them a clear understanding of your business and what you offer. On top of being beautifully designed, your homepage’s content needs to be compelling and engaging so people stay to find out more.

To make it easier for you to get the right words ready for your designer, I’d like to share my top tips for how to write a homepage that creates a great first impression, and I’ll also share a helpful checklist to make sure you’ve got all the bases covered.

Why your homepage matters

Your homepage is the virtual shop door to your business and is most often the first point of contact for new visitors to your site, so it plays an important role in how your business is perceived.

Your homepage needs to be inviting, informative, and reflective of your business values, not just from an aesthetic design perspective but also through the words you use on the page.

Your homepage needs to make a great first impression through its design, functionality, and, importantly, the key messages you want to convey about you and your business through the content you create.

How to get started with writing your homepage

Plan your content first

The first step in writing great homepage content is planning, and the best way to start that is to go back to basics and take a minute to define your value proposition. Take a moment to decide what makes you unique. Then, focus on your target audience. Who do you serve? What are their needs and desires? 

Tailoring the message you put across on your homepage is key to engagement so use terms that your target audience uses and mention the issues they are interested in on your homepage.  

And of course, don’t forget to tell them why you are best placed to help them by setting out your USP.  

Once you’re clear on your value proposition and your target market’s needs and wants, it’s time to incorporate them into these key elements of a successful homepage:

  • Headline: Create a bold and clear headline that communicates your main value proposition. It should grab attention and make your visitors want to learn more.
  • Sub-headline: Provide additional details supporting your headline. This could say a bit more about your services or what sets you apart from the competition.
  • Calls to Action (CTAs): These should be clear and encourage visitors to take action, such as ‘Learn More’, ‘Sign Up For My Newsletter’, or ‘Book A Call’.
  • Benefits: Quickly highlight the benefits of your products or services. What positive outcome or transformation can clients expect when working with you?
  • Unique Selling Proposition: Why choose you? Show your visitors how you are different from the competition and how you could do the job better. 
  • Testimonials and Social Proof: Share credible testimonials that reflect actual results or positive experiences. Convincing proof from previous clients builds credibility and helps you build trust faster.

Let’s look in more detail at how you can get started writing each element of a successful homepage.

Writing your homepage’s headline

Your homepage’s headline is the very first engagement point for visitors to your website, and you should try to create one that captures the essence of your brand and speaks directly to your target audience’s needs and interests.

Try to keep your headline short and powerful. Use active language that puts across the benefits of your business. 

For example, if you had a transformational life coaching business, your headline could be “Transform Your Life Today with Expert Coaching.” This would help catch visitors’ attention immediately and convey the transformative impact of your coaching services.

Writing your homepage’s sub-headline

Your Homepage’s sub-headline needs to support your headline by adding more detail about what you offer. It should flesh out the headline without overshadowing it.

It’s a good idea to use the sub-headline to draw attention to a secondary point that supports your main message. It should be informative but to the point and needs to add just enough detail to add an extra level of understanding of your headline.

Again, if you were a transformative coach, a good sub-headline for your homepage might be “Achieve Your Full Potential with Proven Strategies and Personal Support.” This adds more detail to your headline and shows what clients can expect from your coaching.

Writing your Call-to-Action (CTA)

Your homepage’s Call To Action (CTA) helps your visitors understand what to do next. You might want to encourage them to learn more about your services, sign up for a newsletter, or book a free discovery call. Whatever you want them to do next, your CTA should be clear and compelling.

It’s great to use action-oriented verbs and phrases that create urgency and excitement when writing your CTA. Your web designer will know where to place your CTA strategically across your homepage to lead visitors naturally through your sales or engagement funnel.

A good example of a strong CTA for a coaching business could be “Book Your Free Discovery Session Now.” It encourages potential clients to take a step towards working with you by offering them a no-risk way to explore your services.

Setting out the benefits of working with you

When writing your homepage, It’s important to dedicate a good proportion of your word count to clearly outlining what your visitors will gain by choosing your products or services. 

You should clearly show how your services directly align with your audience’s needs identified in the planning phase and highlight why your solution is the best choice for them.

When writing about the benefits of working with you, it’s a good idea to keep things simple. List them out in a way that visitors can quickly read and understand, and use bullet points if possible to make the information scannable and easy to read.

A very simple example of how you could showcase the benefits of working with you could be “Gain Clarity and Confidence, Achieve Personal Goals, Embrace Positive Change”. These benefits clearly communicate what clients will gain from working with you and talk to their desires for personal improvement and self-realisation.

You can expand a little, but your homepage shouldn’t be too long. Aim for around 400 – 600 words in total on your page.

Defining your unique Selling Proposition (USP)

Closely related to the benefits you bring to the table is your Unique Selling proposition (USP), which shows how you are different from the competition and how you can do the job better. Your USP should be short, clear, and memorable.

When writing your USP, be specific, highlight what makes your offerings unique and use concise language that sums up your business’s key advantages.

An example of a USP for a coaching business could be “Tailored Coaching Programs That Fit Your Midlife Personal Growth Needs.”  This USP highlights the personalised approach of your coaching, distinguishing it from one-size-fits-all solutions and shows that you work specifically with midlife women.

Sharing testimonials and social proof

As your homepage is where you start building the know, like and trust factor with your new visitors, it’s important to share testimonials or social proof here as they can significantly boost your credibility.

It’s best to choose testimonials that talk about the benefits of your services and try to make sure they come from sources your target audience can see themselves in. Including their real names, positions, and photos is also a great idea to increase their authenticity. Always, make sure you have permission from the client to use these on your website.

Your how to write your homepage checklist

Each of the key elements of your homepage plays a very important role in making your homepage effective and in creating the right first impression. To make sure you’ve got all your bases covered, here’s a quick checklist you can refer back to when you’re writing your homepage content. 


  • Create a compelling and concise headline that clearly states your value proposition.
  • Make sure it addresses the visitor’s primary question or need.


  •   Develop a sub-headline that provides additional detail and supports the headline.
  •   Use this space to briefly explain what you do and for whom.

Call to Action (CTA)

  • Include a clear and compelling CTA that guides visitors toward the next step.
  • Ensure CTAs are strategically placed and stand out visually on the page.


  • List the key benefits of your products or services using bullet points for clarity.
  • Focus on what sets you apart from competitors and how it serves the visitor.

Unique Selling Proposition (USP)

  •    Clearly articulate what makes your service or product unique.
  •    Highlight specific advantages or features that distinguish you and your brand.

Testimonials and social proof

  •    Share credible testimonials that reflect actual results or positive experiences.
  •    Include names, photos, or video testimonials to enhance authenticity if possible.

Follow this checklist when you’re writing your content, and you’ll have a well-rounded and effective homepage that not only looks beautiful but also has the words to help you make a great first impression and convert your new visitors into customers

Got more of an idea on how to write your homepage now?

I hope this article has you feeling more confident about how to get started with writing the content for your homepage.

If you follow this step-by-step guide, you’ll have the content your website designer needs in no time. Together, we’ll be able to create an amazing homepage that makes a great first impression. 

If you want to learn more about my website design services or have any questions about creating your homepage, please contact me or email me.

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