Most Homepages Say a Lot And Still Don’t Say What Matters
You have five seconds. If your homepage copy doesn’t say who it’s for, what it does, or how to take the next step, the visitor is gone.
Too many homepages are filled with:
- Clever taglines that don’t explain anything
- Mission statements that belong on a pitch deck
- Paragraphs of vague fluff
- Buttons that say Learn More without telling you why
This post shows how to write a homepage copy that creates instant clarity, moves people toward action, and works even if they’re skimming on their phone.
What Homepage Copy Actually Needs to Do (In 2025)
Your homepage isn’t about telling your full story.
It’s about:
- Saying what you offer
- Showing who it’s for
- Proving it works
- Guiding visitors to one next step
If someone has to scroll, squint, or guess you’ve already lost them.
Start With the Hero: Say What You Do, For Whom
The hero section (top of homepage) should be clear in under five seconds.
Structure:
- One-line headline that says what you do and who it's for
- One short sentence describing the transformation or benefit
- One call-to-action (button)
Examples:
- Simple CRM for solo coaches so you never forget a follow-up again
- Done-for-you legal pages for Shopify stores
- Immigration support that speaks your language
Avoid:
- We believe in simplicity.
- Innovative solutions for modern problems.
Welcome to our site.
Make the Subhead Do Real Work
The subhead should answer: What does this actually mean for me?
What to include:
- Your process or approach in 1 sentence
- The outcome or pain removed
- Optional: timeframe or proof element
Examples:
- Get your immigration case reviewed in 24 hours with no confusing paperwork or forms.
- Launch a professional site in 7 days without touching a single line of code.
- We help B2B SaaS founders land backlinks even if they’ve never pitched before.
Avoid:
- Our team of experts is here to help.
- Your satisfaction is our priority.
- Built for excellence and reliability.
Highlight 1–3 Core Benefits (Not Features)
Visitors want to know what gets better for them, not what tools you use.
Format:
- Headline: Here’s how we help or What you get
- 3–4 benefit blocks with short, sharp copy
- Optional: icons or light visuals
Examples:
- Never miss a deadline automated project tracking built-in
- Close deals faster branded proposals in 2 clicks
- Less churn onboarding that actually makes sense
Write like you're speaking, not selling.
Add Proof, Not Just Praise
Instead of vague testimonials, add specifics.
Include:
- Client name or company (if allowed)
- What the problem was
- What changed
- A quote that shows emotion or results
Also effective:
- Before/after stats
- We’ve worked with logo rows (in grayscale)
- Case study: How [X] did [Y] in 6 weeks (linked)
Avoid:
- Great to work with!
- Highly recommend.
- Unnamed testimonials
CTA Copy That Actually Gets Clicked
Learn more is lazy.
Instead:
- Match your CTA to the outcome
- Use first-person or action-oriented language
- Be specific about what happens next
Examples:
- Get your quote
- See pricing
- Start your trial
- Book a free consult
- Show me how it works
Repeat your CTA in multiple spots: hero, mid-page, and footer.
Footer Copy Is Still Prime Real Estate
Your footer should be more than a sitemap.
Use it to:
- Reinforce your value prop in 1 line
- Add a final CTA or email opt-in
- Show simple trust signals (SSL, secure checkout, certifications)
- Link to the top 3 pages people care about
Keep it short and focused, don't bury 40 links here.
Things to Delete From Your Homepage Copy (Now)
- Mission statements in paragraph form
- Corporate jargon or filler copy
- Paragraphs of text before a CTA
- Duplicate CTAs with different language
- We are passionate about… intros
Every line should earn the scroll.
Optional: Use Microcopy to Remove Friction
Microcopy = the little words near buttons, forms, or CTAs.
Examples:
- Near a form: Takes less than 60 seconds
- Under pricing: Cancel anytime no contracts
- On buttons: No credit card needed
- Near testimonials: Real feedback from paying clients
These small lines build trust and reduce decision friction.
Conclusion: Don’t Fill Space Drive Action
In 2025, homepage copy has one job: Help the right visitor take the right next step.
That means:
- Say what you do in plain language
- Highlight the benefit, not the process
- Show social proof that feels real
- Use buttons that lead somewhere meaningful
No filler. No we’re passionate. No waiting for someone to click.
Lead with clarity. Remove doubt. Invite action.
