You want your homepage to speak to your visitor and reflect their pains, problems, and current situation.
When it comes to copywriting for your homepage, itâs to your benefit to talk about the reader. Theyâre stumbling onto your website confused and looking for help with a problem.
You donât want your homepage to drone on and on about you, and all thatâs going to get you is an instant click of the back button.
Why is that?
Because nobody landing on your homepage cares about your company. People landing on your homepage only care about themselves. So your homepage messaging has to get down to what they want.
Tip #2: Read through your homepage, look for places you talk about yourself
As you read through your homepage, look for language that looks like this:
I am..
I haveâŚ
We are..
We helpâŚ
Our work..
Those are all examples of âIâ-focused language. I-focused language is where youâre talking about yourself instead of talking about your visitors.
Instead, you want to use you-focused language. You-focused language is copy that talks to your readers about who they are and what theyâre looking for.
That means talking directly to your prospect in the second person. You donât want to be in the first person; you donât want to be in the third person; you want to be in the second person.
So, your homework for today is to make these changes to your homepage.
- Look at your homepage.
- Note spots where youâre using first-person I-focused language.
- Update your wording so that youâre leading with second-person âyouâ language.
- Publish those changes for your homepage.
Boom. You just upgraded your homepage.
Excelsior!
Kai
p.s., Looking for actionable âfix this now, fix this laterâ marketing advice on your homepage and the rest of your site? Youâre looking for a Website Teardown: kaidavis.com/services/teardown/.