How to Write a Great Website Homepage

Writing a website homepage feels like preparing for a first date, where you’re eager to put your best foot forward but still want to come across as authentic. 

It’s daunting!

I know when I take on website projects, I’m often overwhelmed at the beginning. Where do I start? How do I capture EVERYTHING that this brand wants to say, in a way that’s engaging and concise? 

When I feel overwhelmed, I fall back on a good, solid checklist. Today’s blog will walk you through the steps of writing content for a website homepage. I hope this is helpful for you, whether you’re writing your own website or would just like to get a peek into the process of a website writer!

Step 1: Create an Outline

Staring at a blank page is no fun! One of my best tricks for getting the ball rolling on a writing project is to create an outline. 

I use a modified StoryBrand outline from Donald Miller’s exceptional book “Marketing Made Simple.” Here’s the bare-bones of what that looks like: 

modified storybrand outline for website homepage how to write a homepage

Step 2: Brain Dump

Once you have your outline created, start brain-dumping ideas under each section. You can grab pieces of content from other projects, such as a sales email that performed really well or a well-branded social media bio. Throw in some ideas for the call-to-action buttons while you’re at it (check out my free download for 99 ideas!)

Keep in mind: 

  • If you have multiple products and/or services, focus on your primary solution when writing your homepage. This could be your most popular offering OR the product/service you want to grow.
  • Approach each section from the perspective of your reader. What do THEY want to know? It’s not about what you WANT them to know, but about what they actually NEED or WANT to learn in order to make a decision. 

Donald Miller’s book “Building a StoryBrand: Clarify Your Message So Customers Will Listen” brilliantly walks you through how to do this, if you need help!

Step 3: Draft Headers

I find headers to be among the most challenging to write, because they need to be very concise and eye-catching. At this stage, you can start drafting some ideas of how you’ll head each section of your website. 

Your website design will dictate how many headers you’ll have, but the sections that typically need a header include: 

  • Main header on top of the website
  • The stakes
  • Value proposition + benefits
  • The guide/authority
  • The plan

How to Write the Main Website Header

Your top-of-website header should say exactly what you do and how it benefits your audience. People need to immediately be able to tell if your product/service is (or is not!) for them. It’s also smart to include a strategic keyword or keyword phrase within this header, for SEO purposes. 

HINT #1: Your top-of-website header usually does NOT include your company name!

Here are some examples that I’ve written: 

  • Training for K12 School Social Media Managers
  • Insuring Minnesota Families for a Lifetime
  • Guiding Families to a Brighter Financial Future
  • Do What You Love. Release Everything Else.
  • Video Production That Inspires Action
  • Elevating Your Brand Stories Through Impeccable Writing

HINT #2: Generative AI can help!! Draft something rough and ask AI to give you more ideas for how you can rephrase. I love Magai for this (affiliate link).

Step 4: Draft Calls to Action

Calls to action (CTAs) are the buttons, links, or text that encourage visitors to take specific actions on your website. They’re the key to turning website visitors into customers. If you want to drive more website conversions, you need to use CTAs that stand out and make an action irresistible. 

I’ve put together this free guide with 99 snappy CTAs to inspire you and drive results. Honestly, I’d be shocked if you don’t find a few that work for your site!

Step 5: Draft Content

Now it’s time to just jump in and start writing! Your page should feel less daunting, with so much dumped in already, and you can just take one section at a time. I find this to be the most fun part of writing a website homepage, because I’ve already done the legwork and can now just transform it into awesome content. 

After you get a rough draft completed, take a break and work on something else for a few hours or even a day or two. It’s helpful to return with a fresh pair of eyes.

Step 6: Refine, Refine, Refine

Dive back into your website homepage content and edit it. In many cases, you’ll either need to add more detail OR take out extraneous words and sentences. You may also notice that you use certain words over and over again. Challenge yourself to find new words and phrases to spice up your content – I love this free web tool!

As you edit your content, read it through the eyes of your viewers and be brutally honest: Are you conveying what they actually need to know? Or are you just giving them fluff? 

It may also help to have someone else edit your content and give you suggestions!

You Did It!

Armed with this step-by-step guide, I can’t wait to see what you create! Reach out to me on LinkedIn with any questions or to share your finished website. 

By the way, if you’re feeling stuck, reach out to me if you need some help with writing your website homepage content. I offer website writing as a service and also frequently partner with awesome web designers and SEO experts.

Further Reading