6 Sections You Need To Include In Your Homepage
A guide to writing homepage copy for coaches,
healers and soulful entrepreneurs.
In sessions with our clients, we often ask the question: you bump into your dream client in the checkout line at a supermarket. You have 30 seconds to tell her who you are, what you do and what you stand for: go!
So, dear dreamer, could you communicate the heart and soul of your business in just a few seconds? Well, when it comes to your business’ homepage, that’s exactly what you have to do.
The fact is that most people only stay on any given website for 15 seconds before they leave. That means you only have 15 seconds to capture their attention, tell them who you are, what you do and why they should work with you. Essentially, you have 15 seconds to win their hearts.
So how do you win the heart of your dream client?
By writing magnetic, strategic homepage copy that clearly and quickly communicates
- Who you are
- What you do
- Who you serve
- Why they should choose you
- What you stand for
That’s a lot to fit in 15 seconds! That’s why we’ve developed a format that we use in our own clients’ homepages to win them over in no time. By simply including these 6 elements in your homepage copy, you’ll be able to clearly and quickly communicate all that juiciness to your dream clients, turning 15 seconds into a long-term relationship.
Here are the 6 essential sections to include in your homepage copy that will win over your clients’ hearts in just 15 seconds.1. Just be you, darlin’.
1. Core Brand Statement
Since you only have 15 seconds to capture the visitor’s attention, you need to be able to clearly communicate the essence of your brand at first glance. That’s why we usually put our clients’ core brand statement right at the top of the homepage.
Simply put, a core brand statement is a sentence or phrase that states what you’re all about. When people land on your homepage it will be the very first thing they see. To ensure it’s not the last,
you need to have a core brand statement that is:
For example, our client, Mia Darling, is a web designer who creates chic, highly functional Wix websites. However, her spiritual practice is also important to her and she wanted this to come through in her messaging. After a few sessions with us where we uncovered the essence of her brand, we came up with the core brand statement “Modern websites with a touch of magic”.
At first glance, her clients can tell exactly what she does and how she does it. At first glance they can already get a feeling for whether or not they’d make a good fit, making it the perfect element to filter out the clients she’s not meant to work with, and attract the clients she is.
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2. About Section
The very next section to add to your homepage it a small about section. But remember: your “about” section isn’t really about you. Yes, you should let your visitors know who you are and what you do, but it’s generally a good idea to save the name of your dog and your favourite ice cream flavour for your social media posts!
So even though your dream clients are excited to meet you, when they’re scrolling down your homepage what they want to know is how you can serve them.
We suggest starting the short section by stating who you are, what you do and who you serve.
But then, go a bit deeper. Tell them your “why”. Explain how you will support them and solve their problems. Let them know what they can expect when they work with you.
For example, our “About” section on The Support Room’s homepage starts off by introducing Nicky and Nicole (1). We then explain what we do and who we serve (2). Next, we state our “why” (3) as well as what women can expect from working with us (4).
At the bottom of this section you can also link to a more in-depth “About” page, but for the homepage it’s best to keep it simple (with a few personal touches here and there) and, wherever possible, keep the focus on your clients’ needs.
3. Your Services
When your dream client lands on your homepage, what she really wants to know is whether your services are what she’s looking for. That’s why the very next section should be about your work.
Rather, as we did for Alison from The Quiddity Hub, use this section as a summary of your services with links to each respective sales page that visitors can click on for more information.
You know you’re damn good at what you do and now’s your chance to show your dream client! Testimonials or portfolio pieces are SO important. You can talk the talk, but even if your homepage looks amazing in every other aspect, you need to show your client that you can walk the walk too.
This can often be a daunting part for rising entrepreneurs who are just about to launch their business, but please don’t worry, dearest soul! Even if you’ve only ever had one client, reach out to them for just one or two quick sentences on their experience with you. If you’re a coach who’s just starting out, getting a testimonial can be as easy as reaching out to a friend for a character reference.
Your testimonials don’t need to be long-winded and you don’t need hundreds of them either. All you need are a few examples of how you have made a difference in real people’s lives – people your dream client can relate to.
A great way to present this is in a carousal format, like we did for our client Donna McCallum AKA The Fairy Godmother.
It’s important to show your client exactly how her life will be transformed after working with you. The best way to do this is to her speak directly. Make her feel like you already know her.
Lay out her pain points one by one. And then offer solutions to each of them. Show her exactly how you will solve her problems and transform her life. Allow her to feel the magic you provide through your services or products, and let this be her guide as to whether or not you’re a good fit.
For example, we have a section on our homepage that speaks directly to our dream clients – coaches, healers and soulful entrepreneurs who have a big vision, but need help translating that into a brand and launching (or relaunching) the brand of their dreams.
We know their struggles because we’ve been there. And we are sure to let our clients understand this, bridging the gap between us and creating a connection.
So when you’re writing this section of your website, ask yourself:
- What are my clients biggest pain points right now?
- What can I do to solve these problems?
- How will my clients’ life be transformed after these problems have been solved?
- How can I show my client that I understand them, and as such am able to serve them?
If you can answer these questions on your homepage, your message is far more likely to resonate with and attract your dream client.
6. Calls to action
There’s no point in capturing your dream client’s heart but not giving her a way to connect with you!
We suggest putting several call to action buttons throughout your homepage, usually at the end of certain sections so that once you’ve caught their attention, you can urge them to take action immediately and conveniently.
When you’re choosing your call to action buttons, here are some things to keep in mind:
- Keep your goal in mind. Do you want them to book a discovery call, purchase and item or lead them to your sales page?
- Let the copy on the button reflect your goal. So if your goal is to book a discovery call, don’t scare them off with buttons that sound binding. Buttons that say things like “Buy now” might be too much too soon, especially for high ticket items. Try something like “I’m curious” or “Tell me more” instead.
- Let the tone reflect the rest of your copy and choose wordsbased on what your dream client may be thinkng in that moment. That often means keeping it conversational. For example, after we show clients how their lives will be transformed after working with us, in that moment they’re likely thinking “YES, I’m so ready to transform my life and biz in this way!” Right below that they’ll see the button saying “Yes, I’m ready!” and will be far more likely to click on it.
It’s called a homepage for a reason!
There’s a reason it’s called a homepage – it’s literally the online home of your business! And as your business’ home, your guests should feel warm and welcomed as soon as they enter. And hopefully, with these tips, they’ll never want to leave!
If you’re ready to create the brand and website of your dreams, our Brand Your Dream package could be perfect for you, daring dreamer!