10 Tips for Persuasive Home Page Copywriting
- Start Strong Use a bold, attention-getting headline. One challenge with web sites is that they often have multiple functions. But from a marketing standpoint, you want to lead with your strongest benefit or most informative and provocative item.
- Know what NOT to do
- Don’t burden your homepage with large, slow-loading graphics.
- Don’t fill up the top half of your screen with your logo.
- Get the reader off the first screen and into the narrative click-through flow ASAP.
- Don’t require your reader to scroll down to find your offer and benefit. Everything important must be above the fold.
- Include a Letter Put a short introductory letter on your homepage. Add intimacy and human touch. Create hyperlinked benefits statements.
- Use clickable words, phrases and sentences to inspire action. Think of underlined, blue links as involvement techniques. Phrase them as benefit statements or headline type statements. (For example: “Your investment can be as low as zero dollars! Earn income from four sources. ”)
- Each page needs a call to action. Even if you’re not asking for the order outright, there should be some sort of action requested, for example, giving visitors a reason to call your company.
- Put your online address & phone number on every screen.
- Create intimacy.
- Write to the prospect using “you.”
- Use the language of your prospects’ interest group or industry.
- Keep the prospect involved.
- Keep the reader surprised & engaged. Predictability is deadly in copywriting. If the prospect can anticipate what’s next, they’re going to be bored and disengaged.
- Be bold and inventive with words and images.
- Provoke action or ask a provocative question.
- Give information.
- Promise a giant benefit.
- Provide value (Don’t be trivial).
- Use commands to give instruction. Examples may include “Click here,” “Experience the wonder…,”“Take an amazing trip to…,” “Delight your senses,” or “Challenge the status quo.”
- Use images to break up the copy and sell. Don’t overwhelm visitors with a tidal wave of words.The eye is first drawn to the image, then the caption, so use the caption to state a benefit or important feature. Use image maps with clickable graphics to sell or to give more detailed information.