Last time, I talked about why small business websites flop harder than a bad movie sequel. Today, I’m coming to your homepage, the VIP entrance of your website.
People judge it in 0.05 seconds (yes, faster than your fastest blink). If it doesn’t scream “trust me, I’m legit!” right away, visitors will bounce faster than you can say “wait, come back!”
Think of your homepage as your digital living room, the space where you welcome guests, set the tone, and make them comfortable enough to explore more. A beautiful design helps, but what truly keeps people around is the story your copy tells and how effortlessly it guides them.
In this article, I’ll show you how to write homepage content that actually makes people stick around and, more importantly, do what you want instead of ghosting your site like everyone else’s.
Let’s get started with what you already know.
What Is a Homepage and Why It’s Different From Other Pages
A homepage is the main entry point of your website, typically found at the root domain (for example, scoremark.com.ng). It acts as a welcoming hub where people first land, get a feel for your brand, and choose where to go next.
Because it usually receives the most traffic, a well-designed homepage often becomes the most viewed page on a site.
The homepage’s job isn’t just to look pretty anyway, it has three core roles:
- Introduce your brand and core offer
- Provide pathways to your most important pages (products, services, blog, contact)
- Build trust and authority quickly
How Homepage vs. Landing Page, What’s the Difference?
Many people confuse homepages and landing pages, but they serve distinct purposes. Here are their key differences:
1. Different Purpose & focus
A landing page is laser-focused on driving a specific action (e.g. sign up, purchase). Your homepage, however, must serve broader goals: introducing your brand, giving users options, and guiding exploration. (Instapage)
2. Navigation & distractions
Landing pages often strip away navigation, external links, and distractions so the visitor stays focused on the goal. Homepages, in contrast, present a menu and multiple paths. (Linear)
3. Traffic sources & customization
Landing pages are typically tied to specific campaigns (e.g. an ad, email). They match that campaign’s message and are designed to convert. Homepages attract a mix of traffic from search engines, social links, direct entry, and more. (Unbounce)
4. Multiple vs. single calls to action
A landing page often has one main call to action (CTA). A homepage can and usually should offer multiple CTAs (e.g. “Shop”, “Learn more”, “Contact us”) depending on the visitor’s intent.
Homepage Copywriting Tips That Make Visitors Stay
Research from Nielsen Norman Group shows that users typically read only 20–28% of the words on a page, so your copy has to work twice as hard. Here are the homepage tips that actually make people stay, trust you, and yes, take action.
1. Lead With Clarity, Not Creativity
Visitors don’t come to your site to solve a riddle. In 5 seconds, a total stranger should know exactly what you offer.
A study by ConversionXL found that clarity outperformed cleverness in homepage tests, with clear headlines increasing conversions by up to 201%.
Example:
Instead of saying: “Unlock a world of innovation.”
Say: “We help small businesses grow with affordable digital marketing.”
2. Write for Your Audience, Not Your Ego
The biggest mistake most brands make? Writing about themselves instead of their customers.
Your homepage should mirror your visitors’ needs, pains, and aspirations, not just your features. Use you/your more than we/our.
Example:
“Our agency was founded in 2015 and has won multiple awards.”
“You deserve a website that turns visitors into paying customers and that’s what we build.”
Research by HubSpot shows that customer-centric websites enjoy 2–5x higher engagement than product-centric ones.
3. Use a Proven Copy Framework (AIDA or PAS)
These time-tested copywriting models keep your homepage focused and persuasive.
AIDA Framework: great for storytelling flow:
- Attention: Grab with a clear headline.
- Interest: Build curiosity with a relatable problem or story.
- Desire: Highlight benefits and outcomes (not features).
- Action: End with a strong CTA.
PAS Framework: perfect for short, punchy sections:
- Problem: Identify your visitor’s pain.
- Agitation: Explain the cost of inaction.
- Solution: Present your product or service as the fix.
Example (PAS):
“Tired of losing customers because your website looks outdated?
Every day, you’re leaving money on the table.
Let’s build you a modern website that converts visitors into buyers.”
4. Keep It Scannable and Conversational
People don’t read web pages, they scan them. Use short sentences, simple words, and clear formatting.
Best Practices:
- Write in short paragraphs (1–3 lines max)
- Use bullet points for features or benefits
- Highlight key phrases with bold or color
- Break content with visuals or icons
According to Jakob Nielsen, scannable web content is 47% more usable than dense text blocks.
5. Focus on Benefits, Not Features
Features tell. Benefits sell.
Instead of listing what your product is, describe what it does for your customer.
Example:
Instead of: “We offer 24/7 customer support.”
Say: “Get help anytime so your business never skips a beat.”
In tests by Unbounce, benefit-driven copy outperformed feature-heavy versions by over 30% in conversions.
6. Use Emotional Triggers Wisely
Emotion drives action more than logic. Studies by the Harvard Business Review show that emotionally connected customers are 52% more valuable than satisfied ones.
Tips to Apply Emotion:
- Use words that evoke trust, excitement, or relief.
- Show empathy: “We get how frustrating it is to…”
- Add visuals that match the tone of your message.
7. Add Microcopy That Reassures Visitors
Microcopy, the small bits of text near buttons, forms, or CTAs can make or break trust.
Examples:
- “No credit card required.”
- “Takes less than 2 minutes.”
- We respect your privacy.”
These tiny phrases reduce hesitation and boost conversions subtly.
According to Baymard Institute, form-related friction causes 27% of users to abandon websites mid-conversion.
8. End with a Purposeful CTA (Not Just a Button)
Your call-to-action is where all your homepage copy leads. It should feel like a natural next step, not a sales push.
Example:
Instead of saying: “Click Here.”
Say: “Start Your Free Trial Today.”
Add context around your CTA:
“Join 5,000+ small business owners growing their online presence with us.”
Personalized CTAs convert 202% better than generic ones, according to HubSpot.
9. Don’t Forget SEO Copywriting Basics
Your homepage should also please search engines without sounding robotic.
Quick Checklist:
- Use your primary keyword (like homepage writing tips or homepage design for businesses) in your title, H1, and first paragraph.
- Write meta titles under 60 characters and meta descriptions under 160 characters.
- Add internal links (to About, Services, Blog).
- Use alt text for all images.
SEO isn’t just about rankings, it’s about discoverability.
PS: If you need help with your SEO copywriting, send me a message at grow@scoremark.com.ng to get started.
10. Revise With Data, Not Assumptions
Great homepage copy evolves. Use data tools to test what’s working.
Tools to Try:
- Hotjar / Microsoft Clarity: See where users click or drop off.
- Google Analytics: Track bounce rate and dwell time.
- A/B Testing: Test headlines, CTAs, or hero messages.
Even a small improvement in homepage clarity can lead to a double-digit boost in conversions, according to CXL Institute studies.
10 Common Homepage Mistakes and How to Fix Them
Here are some of the most common homepage mistakes that silently kill engagement and conversions.
1. Saying Too Much, Too Soon
Many homepages try to tell their entire brand story at once. The result? Information overload.
When people are faced with too much text or too many options, they freeze. Psychologists call this analysis paralysis.
According to Hick’s Law, every additional choice increases the time it takes for a user to make a decision.
Focus on what matters most: your value proposition, trust signals, and next step. Leave deeper details for your About or Services pages.
2. Forgetting Mobile Users
More than 58% of all website traffic comes from mobile devices (Statista, 2024), yet many businesses still design homepages that only look good on desktop.
A homepage that isn’t mobile-friendly leads to zooming, pinching, and early exits and that directly affects conversions.
This is how to fix it:
Design mobile-first. Test your homepage across devices and ensure CTAs, forms, and buttons are easy to tap. Keep the hero text large and legible.
3. No Clear Visual Hierarchy
A homepage without visual order feels chaotic. Visitors don’t know where to look or what to do next.
Fact: Studies from Nielsen Norman Group show that users follow an F-pattern when scanning web pages, they read the top line, move across, then scan down the left side.
Organize content based on importance. Your headline, main image, and CTA should dominate the top fold. Use white space generously to guide the eye and create balance.
4. Weak or Generic Imagery
Stock photos of handshakes, skyscrapers, or smiling models rarely build trust. Visitors have seen them a thousand times.
Fact: A NNG study found that users pay more attention to “real” images of people and products than to generic ones. Authentic visuals increase credibility and time on page.
Here’s what to do: use real images of your team, product, or workspace. If you must use stock photos, customize them or overlay your brand color and message.
5. No Clear Path for Different Audiences
If you serve multiple customer types, say individuals and businesses, dumping them all into one generic homepage message creates confusion.
Segment your homepage flow. Use buttons, tabs, or short sections like “I’m a student” or “I’m a business owner.” Give each group a quick route to what’s relevant to them.
6. Ignoring Page Speed and Load Time
Speed is both a technical detail and a conversion killer. Google reports that 53% of mobile users leave a site that takes longer than 3 seconds to load.
Compress large images, minimize plugins, and use a Content Delivery Network (CDN). Tools like Google PageSpeed Insights or GTmetrix can show where you’re lagging.
7. No Emotional Connection
A homepage that only lists features or facts feels cold and transactional. Visitors need to feel some trust, excitement, and relief before they act.
Here’s how to solve this, add emotion through copy and visuals. Show real people, real stories, and results. Even one authentic testimonial or brand statement can humanize your homepage.
8. Hidden or Missing Contact Information
Nothing destroys trust faster than a business that seems unreachable. If visitors have to dig to find your phone number, address, or email, they’ll likely move on.
Include visible contact options in your header or footer. Even better, add a friendly prompt like “Need help? Talk to us.” This small touch boosts credibility instantly.
9. Pop-Ups and Auto-Play Distractions
Pop-ups that appear too soon or videos that auto-play with sound often frustrate visitors. They increase bounce rate and can even hurt SEO.
Google’s research shows that intrusive interstitials (pop-ups) can reduce mobile engagement by up to 70%.
The solution? Delay pop-ups until users scroll or show intent (like moving to exit). Keep animations subtle and sound optional.
10. Forgetting to Update Content
A homepage that still shows “Happy New Year 2023!” screams neglect. Outdated offers, broken links, or old blog snippets make visitors question your credibility.
Here’s the fix, review and refresh your homepage at least once a quarter. Update hero images, testimonials, and CTAs to reflect current campaigns or milestones.
Essential Elements Every Homepage Should Have
A great homepage doesn’t just look good, it works hard. It tells your story, earns trust, and gently nudges visitors toward taking action.
According to Nielsen Norman Group, most users spend 57% of their page-viewing time above the fold, meaning what they see first determines whether they’ll scroll or bounce. So, every section of your homepage must earn its place.
Below are the essential elements that make a homepage both beautiful and effective.
1. Clear Headline
When creating a headline, choose clarity over cleverness. Your headline is the first line visitors read and possibly the last if it doesn’t make sense. It should communicate what you do and who you help in plain language.
According to Copyblogger, 8 out of 10 visitors will read your headline, but only 2 out of 10 will read the rest. That’s how important it is.
Example:
Instead of: “Empowering innovation through next-gen solutions”
Try: “We help startups build powerful mobile apps fast and affordably.”
Here’s a quick tip to apply: Place your primary keyword (e.g., homepage design for small businesses) naturally in your headline or subheadline to support SEO.
2. Subheadline Should Support the Promise
If your headline grabs attention, your subheadline should build trust and provide more detail. Use this space to explain your core benefit or USP (Unique Selling Proposition).
Example:
“Our team helps small businesses grow online with affordable websites and data-driven marketing.”
3. Hero Image or Video for Visual Storytelling
Humans process visuals 60,000 times faster than text according to 3M Research, so your hero image or short video should instantly communicate the vibe of your brand.
Tips:
- Use authentic, high-quality visuals that reflect your audience.
- Include people (especially faces), studies show faces increase emotional connection.
- Avoid overly generic stock photos.
4. Simple, Intuitive Navigation
Think of navigation as your website’s GPS. Visitors shouldn’t need to think twice about where to click next.
According to GoodFirms, 61.5% of visitors leave a website due to poor navigation.
Best Practices:
- Keep the menu simple (5–7 top-level links max).
- Use familiar labels like Home, About, Services, Blog, Contact.
- Include a search bar if your site has lots of content.
5. Clear, Compelling Call-to-Action (CTA)
Every homepage should tell visitors what to do next whether that’s “Shop Now,” “Book a Demo,” or “Learn More.”
Eye-tracking studies by CXL Institute found that CTAs with high visual contrast (bright color, white space, bold font) get up to 30% more clicks.
Use action-oriented language. Instead of “Submit”, try “Get Started”, “Join the Community”, or “See Pricing.”
6. Use Trust Signals To Show You’re Legit
Visitors often decide within seconds whether your brand feels trustworthy. Trust signals help reassure them they’re in good hands.
Include:
- Testimonials and reviews
- “As seen on” media mentions
- Security badges (for e-commerce)
- Client logos or partnerships
- Awards or certifications
According to BrightLocal, 87% of consumers read online reviews before engaging with a business.
7. Brief Brand Story or Intro Section
A short, warm introduction can make your homepage feel more human. Keep it under 100 words and use it to communicate your purpose, mission, or brand voice.
Example:
“We started with one simple idea: help small businesses look big online. Today, we’ve built over 500 websites and counting, all tailored to our clients’ stories.”
Remember, to say what is true about your business.
8. Featured Services or Product Highlights
Highlight your top offerings or categories, but don’t overload users. Three or four featured items with visuals and short blurbs work best.
Use icons or illustrations for scannability and pair each with a mini CTA like “Learn More” or “Get Quote.”
9. Testimonials or Social Proof Section
People trust people not brands. Including customer testimonials or star ratings can boost conversions significantly.
Adding testimonials can increase conversions by 34%, according to VWO (Visual Website Optimizer).
Add names, photos, or company logos to make them more credible.
10. Your Footer Should Support the Website
Don’t overlook your footer, it’s one of the most-viewed parts of any site. Visitors often scroll down to find key info like contact details, policies, or links.
Include:
- Contact info or form link
- Social media icons
- Newsletter signup
- Privacy policy & terms of service
- Copyright notice
A homepage that has these elements arranged thoughtfully builds trust, guides decisions, and sets the tone for your entire online experience.
Homepage Engagement, Bounce Rate & SEO
Your homepage is under pressure. If it fails to engage, people leave. That’s where metrics like bounce rate come in. Bounce rate measures the percentage of visitors who leave after viewing a single page (without any further interaction). This also includes how fast visitors leave. (Backlinko)
- As a benchmark, 26%–40% bounce rate is often considered excellent, 41%–55% average, and 56%–70% may be high (depending on your industry).
- A high bounce rate on your homepage could indicate unclear messaging, slow loading times, irrelevant content, or poor UX.
- Some SEO experts believe bounce rate (or related engagement metrics) correlates with search rankings. In other words, sites that keep people clicking deeper tend to perform better on Google.
Because so many visitors start there, getting your homepage right can make all the difference between someone exploring more or bouncing away.
Examples of Great Homepages and Why They Work
Sometimes the best way to learn is by example. Let’s look at a few brands that have mastered the art of homepage storytelling and what small businesses can learn from them.
1. Airbnb
Airbnb’s homepage is a masterclass in simplicity. The headline “Find your perfect stay” immediately tells users what to do. The search bar is front and center, and personalized recommendations appear as you scroll. Their design follows a clear visual hierarchy that makes navigation effortless a key reason Airbnb consistently maintains one of the lowest bounce rates in the travel industry (Similarweb, 2025).
2. Mailchimp
Mailchimp nails the tone with short, human-centered copy: “Turn emails into revenue.” The homepage uses soft colors, clean design, and distinct CTAs to guide users toward sign-up or product tours. The language feels like a friendly chat, not a sales pitch which aligns with Mailchimp’s brand trust score of over 80% among SMBs (Statista, 2024).
3. Canva
Besides the fact that Canva has basically turned me into a “designer” (winks), here’s why I’m obsessed with them: their homepage doesn’t waste a single second. The moment you land there, boom “Create a design.” No essays, no jargon, no drama. Just instant action.
This slick, zero-friction experience is a big reason Canva now boasts over 190 million monthly active users (Business of Apps, 2025). If you ever needed proof that direct, action-first design works, well… there it is.
Final Thoughts
Your homepage is your brand’s first handshake, so please, let it not be a limp one. When it’s done right, it connects, informs, and actually converts.
A strong homepage mixes clarity, empathy, and purpose. It tells visitors where they are, why they should care, and what to do next. The design grabs attention, but the copy is what convinces them to stay.
If you remember only one thing from this entire guide, let it be this:
Your homepage isn’t about you. It’s about helping visitors see themselves in your story.
Need help crafting a homepage that converts instead of confuses?
I can refine your web copy and turn that generic homepage into a clear, compelling entry point. Let’s make your homepage irresistible.