Start with your headline
Your headline is the first thing visitors read. It should state what you do in plain language. Avoid jargon, vague claims, and clever wordplay that confuses readers.
A good headline answers the visitor's first question: is this relevant to me?
Clarify with a subheadline
Your subheadline should expand on the headline. Clarify the benefit, explain who you help, or add specificity that the headline could not fit.
The headline and subheadline together should give visitors enough information to decide whether to keep reading.
Write body copy that guides visitors
Homepage body copy should address the visitor's situation, explain your services briefly, and guide them toward the next step. Do not try to cover everything on the homepage.
Link to detail pages for specific information. The homepage should orient visitors, not explain everything.
- Address the visitor's problem or need
- Briefly explain your services
- Include social proof
- Guide visitors toward the next step
- Link to detail pages for more information
End with a clear call to action
Tell visitors what to do next. Whether it is contacting you, requesting an estimate, or exploring your services, the call to action should be clear and visible.
Place your primary call to action above the fold and repeat it at the bottom of the page.