One month prior to leaving my full-time corporate job for good, I built my website.
Now it’s not perfect by any means (and at the time of writing this, I’m in the process of overhauling all the copy!) but it allowed me to stake my claim in the online space.
And while I help small businesses and solopreneurs with social media, I still strongly believe that it’s risky to rely on the shifting sands of social media as your only means of connecting with your audience.
After all, Facebook and Instagram could go dark (remember October 4th?), TikTok could be booted out of the country, and any other platform (think: Clubhouse) could fall in – or out – of favor with the general public.
Your website, on the other hand, is your place to call home. You control the messaging, the mobile/desktop experience, and how people can interact with it. It’s your space to showcase why your business exists and how you serve your audience. It should be your happy place!!
Today, let’s talk about five things you need to have on your website homepage. These principles are adapted from the Storybrand method, as outlined in Donald Miller’s excellent books “Building a Storybrand” and “Marketing Made Simple.”
Shameless self-plug: Reach out to me if you need some help with your website. I offer website writing as a service and also work with another service provider to completely build a website in one day.
Read this before you get started:
Many organizations that hire me to write their websites have multiple products and services. Some of these are very different and even serve different audiences. It’s important that you choose your primary product or service as well as your primary audience before writing your website homepage.
If you’re trying to serve everyone with all your products/services… it’s just not going to work. Your website homepage is going to be confusing and overwhelming.
It’s OK to list them out on your site, such as in your “services” section online shop, or even on your homepage in a succinct way, but you need to use your homepage to tell the story of your primary service or product line.
Got it? OK, now dig in for the five must-haves for your website homepage!
#1: A Catchy – But Not Cutesy – Header
Your website header should say exactly what you do, how it benefits your audience, and what you want them to do next. This often takes a while to write, to get it perfect, but it is vitally important. People need to immediately be able to tell if your product/service is for them or not for them.
Here are a few examples from websites I’ve written:
Example 1
Website owner
An association for rural school districts
Header text
Do You Love Rural Schools?
We are committed to quality education for all Wisconsin students.
(button) Get Involved
Notice how short this text is. It allows the reader to immediately opt-in or opt-out of staying on the website, based on how they feel about the qualifying question. Next, the header clearly states the mission of the organization. Finally, the reader has the option to immediately take action by getting involved.
Example 2*
*This website was co-written with the company’s owner!
Website owner
A company that helps schools with social media
Header text
Training for K12 School Social Media Managers
A virtual membership program for everything you need to know to become a confident storyteller.
(button) Get Access
(button) Watch Video
Again, the header clearly identifies the target audience – school social media managers. The next sentence shares what the organization does to help the audience. Finally, there are two call-to-action buttons – one for taking action to join the program, and one for taking action to learn more about the program.
Example 3
Website owner
An energy sound healing practitioner
Header text
It’s Time To Feel Like YOU Again
Release your negative energy. Renew your inner self.
(button) Talk to Tina
This header conveys the end results the audience craves, then describes how the practitioner can help. Most people who utilize this service have questions first, so the call to action is to place a phone call.
#2: A Clear and Actionable CTA
I’ve already hinted at the power of this next “must-have” – a clear call to action (CTA). There’s nothing worse than a website that never asks the reader to take action on what you offer!
Your CTA should also not be wishy-washy. Try to stay away from weak CTAs like “learn more” and lean into strong directives like “buy now” or “book now.”
Example 1
Website owner
A B2B manufacturer of coils for binding printed materials
CTA
Place an Order
Example 2
Website owner
A health coach for communication professionals
CTA
Let’s Work Together
Example 3
Website owner
A private school running a capital campaign
CTA
Donate Now
#3: A Punchy One-Liner
A new concept I gleaned from Donald Miller’s Storybrand method is the idea of a “one-liner.” Another way to describe this is your “elevator pitch” – describe what you do, who you serve, and the results you provide – similar to what you’d say to someone you just meet in a networking setting.
Allow me to use his own words to describe what this is:
“A one-liner is a concise statement you can use to clearly explain what you offer… A one-liner makes people lean in rather than tune out at a cocktail party… The one-liner is composed of three parts – the problem, the solution, and the result.”
Source: Miller, D., & Peterson, J. (2021). Create Your One-Liner. In Marketing made simple: A step-by-step storybrand guide for any business. essay, Harpercollins Leadership.
I encourage you to pick up Donald Miller’s books for a great step-by-step in designing your one-liner! You can use this one-liner in other places on your website, in your social media bios, and on other marketing materials.
Example 1
Website owner
An app that provides point-of-sale, inventory management, and business analytics
One-Liner
Most micro businesses struggle with clunky, manual systems. We’ve created a simple yet robust app to prevent headaches and keep your customers coming back.
Example 2
Website owner
A B2B medical supply company
One-Liner
Most companies place limitations on what they can provide and how quickly they can source the solutions you expect. At [company name], we provide fast, reliable service that you can depend on. You can rest assured that your problem will be solved after just one phone call.
Example 3
Website owner
A branding photographer
One-Liner
There’s a time and a place for selfies. But real, intentional visual marketing takes strategy and storytelling. My professional photography sessions are all about telling your true story and helping you capture your real, most confident self!
#4: A Clearly Identified Audience Problem
This section of your homepage can be difficult to write, but it’s really important if you want to compel your audience to actually believe that they have a problem you can solve. In other words, what are they lacking that they will get when they buy your product/service or support your organization? How can you make their lives better?
Donald Miller calls this section “The Stakes.”
Once again, make sure you have your primary product/service in mind when you write this section. It might be easier to do so in the form of questions. You’ll see some examples of what I mean. This section of your website will cause some discord in the reader’s mind. You’re going to make them feel a little uncomfortable – and that’s a good thing! You’re getting to the root of their problem.
Example 1
Website owner
A private school for children with learning disabilities
The stakes
Learning is Hard for Many Students
- Are school and homework a constant battle in your house?
- Do you feel like your child’s teacher has given up on them?
- Has your child given up on themselves and their ability to learn?
- Is your child unhappy, withdrawn, or acting out?
- Have you advocated for your child but their school still isn’t doing enough?
- Are you afraid of what the future will bring for your kid?
Example 2
Website owner
A virtual assistant company that helps financial firms
The stakes
You’re struggling. You need help.
- Are you bogged down by paperwork and other tasks that don’t make you money?
- Does the backend grind of your business fill you with dread?
- Have you considered hiring in-house or virtual help but can’t fill 20+ hours a week?
- Did you already churn through an assistant (or two) who just wasn’t the right fit?
- Has the quality of your services decreased because you are trying to do too much?
Example 3
Who
A financial advising company that helps families
The stakes
- Are you prepared for life’s unexpected surprises?
- Are you confused and frustrated about your retirement plan options?
- Are you worried that you are missing opportunities to make your money work for you?
#5: A Perfectly Positioned Solution
Here’s where you get to relieve the tension you created in “the stakes”! Off your solution and describe how it makes your reader’s life better.
As you write this, it’s OK to start including some of the benefits of your product/service. But there’s a difference between features and benefits. While people certainly care about the features of your product/service (what’s all included, what they all get, etc.) the benefits are more important to include in this section – in other words, the results they are going to experience.
(Notice that I’m using the same examples as above, but this time I’m showing the solution for each!)
Example 1
Who
A private school for children with learning disabilities
The solution
But you CAN change the trajectory of your child’s life. They ARE capable of college, career, and lifelong stability. [School name] has the programming to help.
We empower students with learning disabilities – including dyslexia, ADHD, dyscalculia, auditory processing disorders, memory struggles, dysgraphia, executive function challenges, and more – to enjoy learning in a safe, inclusive environment. These are bright children who struggle to learn in traditional schools. At [school name], we engage, encourage, and empower students with learning disabilities to transform their lives.
Example 2
Website owner
A virtual assistant company that helps financial firms
The solution
At [company name], we want you to enjoy your work and continue to serve more clients! But finding, training, and developing a virtual assistant who fits seamlessly into your practice can be a daunting task. You need qualified, efficient support that always shines and never slacks. Act now and begin your path to greater peace of mind.
Example 3
Who
A financial advising company that helps families
The solution
Achieving financial peace isn’t easy! But at [company name]l, we have the tools and advice you need. We have helped thousands of families just like yours – families that just want to have a secure financial future, but aren’t sure where to begin. Our team of approachable financial professionals will help you create a comprehensive financial plan, helping you achieve the confidence that you and your loved ones can be more secure for the future.
Stop struggling to understand your options for insurance and retirement planning. Start feeling confident about your financial future.
Now What?
As you’re developing your website copy, it can be helpful to see more examples of how these five must-haves will translate into your organization. Click here and fill out the form, asking me to send you some more examples. There’s no obligation – I’d love to help you out!
Or perhaps you’re feeling overwhelmed and are ready to call in a professional. Click here to set-up a complimentary, no-obligation time to chat with me. I’d love to talk to you about my experience and availability for website copywriting or Website in a Day.
Armed with these guidelines, I can’t wait to see you set off to build, re-build, write, or re-write your small business website!