Sometimes it’s hard to find the right words, especially for something as deeply personal as your brand. We’ve assembled a guide to DIY web copy that goes beyond fill-in-the-blank to help you articulate your business’s values and processes in a way that is unique to your site. The prompts and formulas below are written based on our years of experience crafting online spaces for creatives. We believe that good copywriting marries practical information and storytelling for content that engages your audience and represents the very best aspects of your brand.
Writing copy for your website's homepage is one of the most important steps in creating an effective online presence. The homepage is often the first point of contact that visitors have with your site, and it needs to convey your brand message clearly and effectively. In this tutorial, we'll go through some key steps you can take to write effective copy for your website's homepage.
Step 1: Identify your target audience
Before you start writing copy for your website's homepage, it's important to identify your target audience. Who are you trying to reach with your website? What are their needs and interests? Understanding your target audience will help you craft copy that resonates with them and motivates them to take action.
Step 2: Determine your unique value proposition
What sets your website apart from others in your industry? What unique value do you offer to your customers? Your website's homepage should clearly communicate your unique value proposition in a way that resonates with your target audience.
Step 3: Develop a clear and concise message
Once you have identified your target audience and unique value proposition, it's time to develop a clear and concise message for your homepage. Your message should be brief and easy to understand, with a strong focus on the benefits that your product or service provides.
Step 4: Use compelling headlines and subheadings
Effective copywriting for a website homepage often relies on the use of compelling headlines and subheadings. These elements can help to break up large blocks of text and draw the reader's attention to key points. Make sure your headlines and subheadings are concise and eye-catching, and that they accurately reflect the content that follows.
Step 5: Include clear calls to action
The goal of your website's homepage is to encourage visitors to take a specific action, such as making a purchase, signing up for a newsletter, or requesting more information. Make sure to include clear calls to action throughout your homepage copy, and make it easy for visitors to take the desired action.
Step 6: Edit and refine your copy
Once you have written your homepage copy, it's important to edit and refine it. Read through your copy several times, looking for ways to make it more concise, clear, and compelling. Ask others to read your copy and provide feedback, and be willing to make changes based on their input.
Step 7: Test and refine your copy over time
Finally, it's important to test and refine your homepage copy over time. Use analytics tools to track visitor behavior and engagement, and make changes to your copy as needed to improve results. By continually refining your copy, you can create a website that effectively communicates your brand message and drives the desired actions from your visitors.
These words should reflect and introduce your brand voice and clearly identify what you do. If you don’t have a tagline on hand, try using this formula to create one:
A verb that describes what you do + an on-brand adjective + a noun identifying what you create
Example: Crafting Beautiful Interiors
Alternatively, skip the verb and extrapolate more on the “what” instead of “how.”
On-brand adjective(s) + Noun + Preposition/Optional Verb + Noun that your ideal client will resonate with based on your business or their lifestyle
Example: Beautiful Interiors to Call Home
Example: Timeless Style for Modern Homes
Give this paragraph special attention because it will likely be the reason your site visitor will stay on your site or click away to a different site. In just a few sentences, your reader should understand what you do but be intrigued enough to keep clicking through for more information on your About and Services pages. Be sure to emphasize anything that separates you from your competition, process-wise or value-wise.
Place a call-to-action here that guides your potential client to the next appropriate page, like your services page or portfolio if applicable.
Use clear, concise phrasing instead of just a link with the page name. Examples: See Our Work, Featured Projects, Our Process, Meet Our Team
Because your footer appears on every page of the site, it's important to make sure it covers all the necessary info your site visitors and search engines need. Try to work in as many words as possible that might be searched to find your services, like your location, exact offerings, and signature style. If your ideal client was searching for your particular services online, what would they type in the box?
Pro Tip: Use the first sentence to explain what you do and where. In sentence two, lay out your specialties. Use the remaining sentences to expound on your process, team expertise, and unique style.
Keep portfolio page copy short and sweet. You want your work to be front-and-center with nothing else competing for attention. Let your (high quality, consistent, well-lit) images speak for themselves.
PARAGRAPH 1: Each project page should have a short introduction at the top.
Give information about the style of home, your direction/inspiration, and the scale of the project. This is also a great place to list any contractors, tradespeople, or collaborators that contributed. Don’t forget to credit your photographer as well.
The services page is where you list all the things you do for your clients, customers or patrons.
SERVICE PARAGRAPHS
Include a simple, concise description of each service, keeping in mind who it is for.
PHILOSOPHY
What makes your business different than that of your competitors? This is where you answer that question.
More prompts to consider: What do your clients love most about working with you? What value do you bring to the table? Attract ideal clients by answering these questions and emphasizing your core values and personal style.
Present an organized timeline of a typical project and what it entails.
Laying out your process shows that you’re professional, organized, and trustworthy to take on projects. Potential clients want to know what they should expect from the start. Expound on the progression from their perspective and how your tried-and-true process will serve them.
This page allows for the most flexibility and freedom, because it is—as the title would suggest—about you and your business. Even still, keep it relevant and don’t neglect key information like location served.
This is where you share the heartbeat of your brand.
Talk about your background, your passions, and what drives your creativity. Give potential clients a real sense of your dedication to your craft and the kind of person they will be partnering with. Every brand has a “why” and this is where to share it. This page can handle a heavy dose of storytelling, but don’t forget that you’re speaking to a potential client. Only include information that is useful and will resonate with your target audience. Share things about yourself and your business that you think they will relate to and remember.
If you have a team, introduce them here. This is also a great place to include direct contact info if you have a large staff.
Share some practicalities, like their background, expertise, and current role with your studio. Wrap up with a fun fact like a favorite hobby or talent. You want your readers to make an emotional connection with your team - interior design is deeply personal!
If your site visitor has made it to this page, they’re likely going to reach out. This page’s job is to make that easy for them. If you have different emails or forms for various types of inquiries, make that as clear as possible so that they can contact you confidently.
If they are on the fence about contacting you, this page should push them right over.
Be warm and welcoming to inquiries and thank them for their interest. Assure them that you will be in touch and send them to your social media pages or e-mail sign-up in the meantime. Keep this section short and sweet at no more than 4 short sentences.