What should a website homepage include?

The homepage is the most important page of any website. Its primary purpose is to explain who you are, what you do, and why your target audience should let you (and you alone) solve their problem.

On paper, homepage copywriting sounds deceptively simple. However, the writing process actually comes with a lot of pressure. As a result, many businesses are often left with vague, waffly, sub-par homepage copy that doesn’t effectively portray who they are, what they do, or what the next step is in the user journey.

Do you want to write high-converting homepage copy? Here’s our copywriting guide, full of website homepage tips and best practices.

Why is homepage copywriting important for SEO?

To determine search engine results page (SERP) rankings, search engines like Google and Bing use a process called crawling to assess a page’s content. If your homepage copy is unclear, lacking substance, or excessively waffly, search engines won’t rank your homepage highly. This can result in lower engagement, higher bounce rates, and, ultimately, less business.

Above all, your homepage copy should offer value and aim to get the user one step closer to their goal, whether it’s to purchase a product or learn more about your services. 

Homepages that clearly portray what your business does, who your target audience is, and how you can solve a user’s problem will rank higher because they align with the user’s search intent — another key ranking factor . 

How to write a good homepage for your website

If you want to know how to create a good homepage, all you need to do is make sure your content answers the following questions as clearly (and ideally as quickly) as possible:

1. Who are you?

2. What do you offer?

3. Who is it for?

4. Why should visitors trust you?

5. What should visitors do next?

If you already have a homepage, take a look at it and cross-reference your content with the questions above. Does every piece of copy support one or more of the answers above? This is a good benchmark to aim for. 

What should be on a homepage? 8 key things…

There are lots of things that could be on a homepage, but what are the non-negotiables for good SEO? Read on to find out what should always feature on your homepage — no exceptions.

1. A keyword-led H1 heading

Your H1 heading is most likely the first thing a web user will see. And, let’s be honest — web users are judgy and tight on time. From that first glance, they’ll start making assumptions about your business. So, it’s important to get your H1 right the first time.

Many small-to-medium businesses tend to go wrong here, using the H1 as an opportunity to write a vague, trendy slogan. Unfortunately, this is a very common missed opportunity for SEO. You know the ones… “Making your future brighter”, “Paving the way forward”, “Modern solutions done right”. They sound nice, but these content examples offer little valuable information.

Instead, your H1 should clearly describe what you do, almost in layman’s terms, guided by keyword research. A good example? 

“SEO copywriting services for UK creative businesses.”

It clearly states what the business does, who their target audience is, and their coverage area. It’s quick, it’s clear, and there’s no room for error or miscommunication — between humans or search engines.

2. A short and supportive introduction

It can be tempting to type out your whole business story in your homepage introduction. After all, you want users to learn as much as possible about you and your business in those first few moments. However, a huge, rambling wall of text can be instantly off-putting.

To write a good homepage introduction, we recommend writing a scannable, clear, helpful piece of content that briefly overviews:

• The general services you offer

• Who you work with

• Your unique approach and/or values

• Your location (if relevant for local SEO)

Remember — your homepage should act as a teaser and signpost for what comes next, rather than a full-on exposé. You can use other landing pages to tell the full story later!

3. An overview of your offerings

From a good SEO and UX (User Experience) perspective, what you offer should be obvious within a matter of seconds.

So many businesses get caught up in explaining their company story or their values at the start of their homepage that any references to useful services or products end up all the way at the bottom of the page. By then, you’ve already lost attention.

Add a heading to this section using a short-tail, high-volume keyword, such as “SEO copywriting services”, then:

• List your main services/products clearly (don’t go into sub-services/products just yet)

• Add short descriptions summarising each type

• Add internal links to your dedicated service/product pages

These best practices will offer immediate value to the user, helping them navigate your site confidently while supporting your SEO performance through internal linking.

4. Trust signals

Web users are fickle and easily influenced. Unsurprisingly, search engines also care about credibility just as much. Both of which make trust signals a must-have for any business website.

We recommend supporting your homepage copywriting with relevant trust-building elements. Depending on your industry and field, this could look like:

• Testimonial carousels

• Client logos at the footer of your website

• Accreditation or membership logos

• Awards or press mentions

• Reference to years of experience

Trust signals show that your website adheres to Google’s E-E-A-T (Experience, Expertise, Authority, and Trust) guidelines, which can lead to strengthened SEO and a better chance of landing high-ranking spots in the SERPs.

5. Relevant Calls to Action (CTAs)

We’ve already touched on the fact that your webpage should act as a teaser, not the whole story. Calls to action are an excellent way to reinforce this, as they offer direction, telling users exactly what actions to take next. They can also be used as a good internal linking opportunity.

All homepages should include clear CTAs throughout their content. Common examples include “Get in touch”, “View our services”, or “Download our free resource”, with links to each pointing to a relevant landing page.

From a UX perspective, CTAs can massively boost engagement. Search engines will then see the reduced bounce rate from this and translate it into a positive behavioural signal. It’s a win-win!

6. Content that speaks directly to your audience

Above all, you want your homepage content to appeal to your target audience. Your content needs to align with their search intent. How well your website does this is a key ranking factor for search engines.

To do this, make sure your copy includes references to the types of clients you work with and the problems and challenges your offerings can solve.

Remember that your target audience is the one who will make enquiries, buy your products, or want to learn more about your services. So make sure that you’re always writing with them in mind.

7. Keyword-optimised body copy

When it comes to homepage copywriting, you’ll quickly find that you need to walk a fine line. Your homepage should include enough copy to explain what you do, but it should never get overwhelming for the reader. 

To achieve this balance, try…

• Keeping your homepage to 600 - 1000 words

• Breaking up copy into clear sections

• Signposting with useful subheadings (H2s and H3s)

• Naturally including relevant short-tail and long-tail keywords

If you read your content back and get confused by its content or structure, then you can safely assume that users will find it even more difficult to navigate. Copy with clarity wins every time, especially when it comes to homepages.

8. A thoughtful internal linking strategy

Internal linking is vital for good SEO, as it helps search engines understand your site structure and the hierarchy of your website’s landing pages. A strong internal linking strategy offers value to users and search engines, increasing your chances of ranking highly.

Internal links from your homepage should point to other top-level landing pages, such as:

• Core services pages

• About page

• Blog/resources page

• Contact page

If the concept of internal linking sounds confusing, try viewing your homepage as the centre of a spider’s web. Homepages exist to support the rest of your website, serving as the base for a solid internal linking strategy. 

Summon The Content Coven for website copywriting services

And there you have it — a complete run-down of what should be on a homepage! 

If you’re currently creating or optimising your website’s homepage content, implement the elements we’ve discussed today, and you’ll have a great chance of seeing your website on page one for high-volume keywords.

Fancy outsourcing your homepage content to an SEO copywriting agency instead? Get in touch with The Content Coven to learn more about our affordable copywriting services. All that’s left for you to do is go forth and make sure your homepage is the best it can be.