One of the biggest challenges you may face as a website owner is figuring out what to put on your home page. It’s challenging because an effective home page is shaped by your marketing strategy. And your marketing strategy flows from your business strategy. So your home page’s job is to tie this all together. And this is why writing your home page content can feel daunting. Your home page should distill down and articulate exactly what you sell — and to whom. Do you know exactly who you sell your services to? Do you need to narrow your focus? It’s critically important to know who are you selling to, so you can talk directly TO them on your home page.

Your perfect client should connect the dots as they read your home page. They should be thinking: This is exactly what I need! Do you understand their pain and struggle. Ensure visitors that you know how to solve their unique problems. Be very specific. What results can they expect if they work with you? What benefits or outcomes will they receive? How will their lives be improved? How will you move them from their current state to their ideal state and help them reach their goals?

Your prospects need to know what’s in it for them. Sure, they will credential you — so include your bio on your “about” page. But your home page is where you will make a connection. A confused mind doesn’t buy, so your home page should be thorough enough to convey, in a clearly understandable way, what you do, whom you work with, and the outcomes they should expect. For instance:

• You’re not just a physical therapist: you help people regain strength and balance and return to their previous lifestyle.
• You’re not just a leadership consultant: you help nonprofit leaders articulate and execute their biggest visions.
• You’re not just a sales coach: you help business owners grow their client list.
• You’re not just a day spa: you help people in Northern Virginia look and feel their best.

Do you see the difference? Think about what you really deliver and why this really matters. What can you promise with full authenticity? How can you write home page copy that is easy to remember, easy to understand, and easy to repeat? Leave out jargon (you don’t need to speak above your prospect’s head to be reputable or credible), read your home page copy out loud to see how it sounds, and test it on a few friends.

So simple, but not easy. Narrow your focus, speak to your ideal prospect, and talk about outcomes (not yourself). I’d love to see what you come up with!

Wondering what’s next?

Next week: Part 2 — Explain what your ideal prospect needs most right now.

Part 3 of 5: Explain how your services are perfectly suited to their needs.

Part 4 of 5: Provide a clear way for them to work with you.

Part 5 of 5: Include a signup form to capture the emails of your website visitors.