A practical roadmap for marketers who want their homepage to work harder
The Homepage That Cost $200K (And Taught Me Everything)
Sarah, a marketing director at a SaaS company, once told me about her biggest professional regret. Her team spent six months and $200,000 redesigning their homepage. Beautiful gradients. Smooth animations. Award-worthy design.
Conversions dropped 34%.
The problem? Nobody thought about the words until the design was locked in. The designer had placeholder text that said “Innovative Solutions for Modern Businesses.” The CEO insisted on keeping it because it “looked balanced.”
Nobody knew what the company actually did.
Let’s make sure that never happens to you.
Part 1: Before You Write a Single Word
Start With Questions, Not Answers
Here’s what most marketers do wrong: they open a Google Doc and start writing. “We help businesses…”
Stop.
Your homepage isn’t about you. It’s about whether a stranger, landing on your site for 8 seconds, can answer three questions:
- What is this? (Can I understand it in 3 seconds?)
- Is this for me? (Do I recognize my problem?)
- What happens next? (Is the next step obvious?)
Exercise to try right now: Set a timer for 30 seconds. Look at your current homepage. Could a teenager explain what you do to their friend? If not, you’re already losing.
The Research That Actually Matters
Before writing, spend 2-3 days gathering:
Customer language audit:
- Read 20 customer support tickets
- Listen to 5 sales calls
- Pull exact phrases from 10 reviews
Netflix doesn’t say “content streaming platform.” They say “watch anywhere.” That’s customer language.
Competitor gap analysis:
- Screenshot 5 competitor homepages
- What do they all say? (You’ll differentiate from this)
- What do they avoid saying? (Opportunity lurks here)
Conversion path mapping:
- Where do visitors come from? (Paid ads? Organic? Referral?)
- What do they do after the homepage? (This reveals what works)
Timeline: 2-3 days of research saves 2-3 weeks of rewrites.
Part 2: The Writing Process (And What to Include)
The 7 Essential Homepage Elements
Think of your homepage as a conversation in an elevator. You have seconds, not minutes.
1. The Hero Headline (Above the Fold)
Include:
- One clear benefit or transformation
- Customer language, not company jargon
- Specificity over cleverness
Example that works: “Ship products 3x faster without hiring more developers” (Specific outcome + clear audience + timeframe)
Example that fails: “Empowering Digital Transformation Through Innovation” (Vague + buzzwords + no audience)
Avoid:
- Starting with “Welcome to…”
- Industry jargon your family wouldn’t understand
- Being clever instead of clear
- Talking about yourself (“We are a leading…”)
Story: Basecamp tested two headlines. “Project management software” vs. “Organize your team’s work in one place.” The second one increased signups by 102%. Why? Because nobody wakes up wanting “project management software.” They wake up drowning in Slack messages.
2. The Subheadline (The Explainer)
This is where you add one sentence of clarification.
Formula: [What you do] + [Who it’s for] + [Key differentiator]
Example: “A CRM built for freelancers who hate complicated software”
3. Social Proof (Immediate Trust)
Include:
- Logos of recognizable clients (if you have them)
- One compelling stat (“Trusted by 50,000+ teams”)
- Industry credibility (“HIPAA compliant” if relevant)
Avoid:
- Generic stock photos of diverse people high-fiving
- Testimonials without names or photos
- “Award-winning” without naming the award
Placement: Right below your headline. Don’t make people scroll for credibility.
4. The Three Benefits (Not Features)
Most homepages list features. “Advanced analytics dashboard. Cloud-based storage. API integrations.”
Visitors think: “So what?”
Better approach – The “So What?” Test:
Feature: “Real-time collaboration” ↓ So what? Benefit: “Your team stays aligned without endless meetings”
Feature: “256-bit encryption” ↓ So what? Benefit: “Your client data stays secure, even if someone steals your laptop”
Format each benefit:
- Icon or small visual
- Benefit headline (4-8 words)
- 1-2 sentences explaining the transformation
Example from Notion: “Write, plan, collaborate” “Capture thoughts, manage projects, and even run an entire company – in one tool.”
5. How It Works (The De-Risking Section)
Anxiety kills conversions. This section answers: “What happens if I click that button?”
Three-step process works best:
Step 1: [Simple action] → “Sign up in 60 seconds” Step 2: [Quick win] → “Import your data with one click” Step 3: [Big result] → “Start closing deals faster”
Visual tip for designers: Use numbers, arrows, or simple icons. This section should feel like a path, not a wall of text.
6. The Call-to-Action (CTA)
Include:
- Primary CTA (above the fold AND repeated after each section)
- Secondary CTA for not-ready-yet visitors
Example: Primary: “Start free trial” (bright, contrasting color) Secondary: “Watch 2-min demo” (subtle, ghost button)
Avoid:
- “Submit” or “Click here” (zero value communication)
- More than 2 CTAs competing for attention
- Hidden CTAs that blend into the page
Testing insight: Removing form fields from 8 to 5 increased conversions by 120% for one B2B client. Every field is friction.
7. The FAQ or Objection Handler
Address the elephant before it leaves the room.
Common objections to handle:
- “How much does it cost?” → Transparent pricing or “Plans start at $X”
- “Is this right for my business size?” → “Built for teams of 5-500”
- “What if it doesn’t work?” → “30-day money-back guarantee”
Place this: After benefits, before final CTA.
Part 3: What to Absolutely Avoid (The Conversion Killers)
The 8 Deadly Sins of Homepage Copy
1. The Vague Value Proposition
| ❌ “We help businesses succeed” | ✓ “We help SaaS companies reduce churn by 40%” |
2. Talking About Your Journey Nobody cares about your founding story on the homepage. Save it for the About page.
| ❌ “Founded in 2015, we’ve been passionate about…” | ✓ “2,000+ companies use us to…” (if relevant) |
3. Feature Dumping
| ❌ Listing 47 features in a table | ✓ Highlighting 3 benefits with real outcomes |
4. Wall of Text If any paragraph is longer than 3 lines on mobile, break it up.
5. Clever > Clear
| ❌ “Where Work Happens” (Slack’s old tagline – nobody understood it) | ✓ “Team messaging that actually works” |
6. Multiple Audiences, No Focus Trying to speak to everyone means you connect with no one.
| ❌ “For enterprises, SMBs, freelancers, agencies, and nonprofits” | ✓ Pick one. Build separate landing pages for others. |
8. Auto-Playing Videos Unless you want visitors to close your tab in panic at the coffee shop.
7. Weak Calls-to-Action
| ❌ “Learn more” (more what?) | ✓ “See how it works” or “Start free trial” |
Part 4: SEO Without Sacrificing Conversion
Here’s the tension: SEO wants keywords. Visitors want clarity. You need both.
The Balance Strategy
For the H1 (Headline):
- Primary keyword: Yes, if it’s natural
- Forced keyword: Never
Good: “Email Marketing Software for Small Businesses” (Keyword: email marketing software – flows naturally)
Bad: “Small Business Email Marketing Software Solutions Platform” (Keyword stuffing – sounds robotic)
For Meta Description: This is your Google pitch. 155 characters to earn the click.
Formula: [What you do] + [Key benefit] + [Who it’s for]
Example: “Simple email marketing for small businesses. Send campaigns that convert in half the time. No contracts, cancel anytime.”
For Body Content:
- Use target keywords 2-3 times naturally
- Include semantic variations (Google understands synonyms)
- Structure with H2s and H3s (helps Google AND readability)
The 60/40 Rule:
- 60% of your copy = conversion-focused (benefits, CTAs)
- 40% of your copy = SEO-informed (includes key terms naturally)
Page Speed & Technical SEO
Work with your designer on:
- Hero images under 200KB (conversion AND SEO)
- Mobile-first design (60%+ of traffic)
- Clear heading hierarchy (H1 → H2 → H3)
Story: One client’s homepage had a 4MB hero image. Looked stunning. Took 8 seconds to load on mobile. We compressed it to 180KB. Conversions jumped 67%. Google rankings improved too.
Part 5: Making Life Easy for Designers (Wireframing-Friendly Copy)
Write for Design, Not Against It
Most designers hate receiving a 2,000-word Google Doc labeled “Homepage Copy Final FINAL v3.”
Here’s how to collaborate better:
The Content Hierarchy Document
Create this before writing full copy:
HOMEPAGE CONTENT STRUCTURE
SECTION 1: HERO
- Headline: [8-12 words]
- Subheadline: [15-20 words]
- Primary CTA: [2-3 words]
- Secondary CTA: [2-4 words]
SECTION 2: SOCIAL PROOF
- Client logos: 6-8 logos
- Stat: [One number with context]
SECTION 3: BENEFITS
- Benefit 1: [Headline 4-6 words] + [Description 20-30 words]
- Benefit 2: [Headline 4-6 words] + [Description 20-30 words]
- Benefit 3: [Headline 4-6 words] + [Description 20-30 words]
[Continue for each section...]
Why this works:
- Designers see the structure first
- You agree on sections before wordsmithing
- Everyone knows word count limits
- Easier to wireframe
Annotate Visual Needs
In your draft, add notes like:
[Image: Screenshot of dashboard showing analytics]
[Icon: Clock or calendar]
[Background: Light gradient, keeps text readable]
This helps designers plan, and prevents “We can’t fit that much text in the hero” surprises.
The 50% Rule
Whatever word count you think you need, cut it by half.
Seriously.
If your benefit description is 60 words, get it to 30. White space converts. Dense paragraphs scare people away.
Part 6: When is Your First Draft Ready?
The 5-Point Readiness Checklist
Your first draft is ready to share when you can answer “yes” to all of these:
- The 8-Second Test Show it to someone unfamiliar with your company. Can they explain what you do in 8 seconds?
- The Jargon Detector Read it aloud. Does anything sound like corporate BS? Replace it.
- The Mobile Skim View on your phone. Can you grasp the value while scrolling quickly? If paragraphs look intimidating, break them up.
- The CTA Clarity Is the next step obvious in every section? Visitor shouldn’t think “What do I do now?”
- The Competitor Differentiation Swap your company name with a competitor’s. Does it still make sense? If yes, you’re too generic.
What “First Draft” Actually Means
This isn’t a finished product. It’s ready for feedback.
Your first draft should include:
- All essential sections (hero through final CTA)
- Actual copy, not lorem ipsum
- Notes for designers (image needs, visual ideas)
- Questions for stakeholders highlighted in [brackets]
Your first draft doesn’t need:
- Perfect polish (you’ll rewrite anyway)
- Final word counts (you’ll trim in reviews)
- Resolved debates (that’s what feedback is for)
Timeline for first draft: 3-5 days of focused writing after research.
Part 7: Managing the Review Circus (Without Losing Your Mind)
This is where homepages go to die.
The CEO wants aspirational language. The product team wants feature accuracy. The sales team wants different CTAs. Legal wants disclaimers. Everyone has opinions.
The Structured Review Process
Step 1: Set Review Guidelines (Before Sharing)
Send this email:
“I’m sharing the homepage first draft. Here’s how to give useful feedback:
✓ Good feedback: ‘The headline doesn’t communicate speed, which is our main differentiator’
✗ Not helpful: ‘I don’t like this’
Please focus on:
- Accuracy (Is anything wrong?)
- Clarity (Will customers understand?)
- Brand voice (Does this sound like us?)
Deadline: 3 business days for feedback
After that, I’ll consolidate and share v2.”
Step 2: Create a Feedback Matrix
Use a simple spreadsheet:
| Section | Feedback | From | Priority | Decision |
|---|---|---|---|---|
| Hero headline | Too technical | CEO | High | Revise |
| Benefit 2 | Feature name changed | Product | High | Update |
| CTA button | Legal needs disclaimer | Legal | Medium | Add asterisk |
Priority levels:
- High: Factually wrong or brand-breaking
- Medium: Improves clarity or conversion
- Low: Personal preference
Only High and Medium changes make it into v2.
Step 3: The Consolidation Meeting
After collecting feedback, hold ONE meeting (30 min max):
Agenda:
- Review High priority changes (must fix)
- Discuss Medium changes (decide quickly)
- Park Low priority items (maybe later)
Pro tip: Share your screen with the feedback matrix. Make decisions in real-time. Document immediately.
Step 4: Version Control
Label every draft clearly:
- v1_first-draft_2024-02-06
- v2_post-stakeholder-review_2024-02-10
- v3_final-for-design_2024-02-12
Never, ever name something “FINAL” unless you mean it.
Handling Common Review Conflicts
Conflict: CEO wants “industry-leading” everywhere
Solution: “Let’s test both. We’ll A/B test ‘industry-leading solutions’ vs. ‘save 10 hours per week’ and let data decide.”
Conflict: Sales wants different messaging than marketing
Solution: “This is the homepage for cold traffic. Let’s create a separate landing page for sales outreach with your messaging.”
Conflict: Too many cooks
Solution: Assign a decision-maker. “Sarah has final approval on copy. Others can advise, but she decides.”
Timeline for reviews: 1 week for v1 feedback + v2 creation. Another 3 days for final approval.
Part 8: Testing What Works (And What Doesn’t)
You launched your homepage. Congratulations!
Now the real work begins.
Before You Test: Establish Baselines
Week 1-2 (Pre-test): Record your current metrics:
- Conversion rate (visitor → signup/purchase)
- Bounce rate
- Time on page
- Scroll depth (how far people scroll)
- Click-through rate on CTAs
Tools you need:
- Google Analytics 4 (free)
- Hotjar or Microsoft Clarity (heatmaps, free tiers)
- Your existing conversion tracking
The 3-Phase Testing Approach
Phase 1: Qualitative Testing (Weeks 1-2)
User Testing Sessions: Grab 5-7 people who match your target audience. Watch them use your homepage.
Script: “I’m going to show you a homepage. Think aloud as you look at it. What do you notice first? What would you do next?”
Watch for:
- Where do their eyes go first?
- What makes them confused?
- Do they see the CTA?
- What questions do they ask?
Story: A B2B client did this and discovered nobody understood their “workflow automation” headline. One tester said, “So… does this help me email people?” That one session led to a headline rewrite that doubled conversions.
5-Second Test: Show your homepage for 5 seconds. Ask:
- What do you remember?
- What does this company do?
- Who is it for?
If they can’t answer, your messaging isn’t clear enough.
Phase 2: Quantitative Testing (Weeks 3-6)
A/B Tests to Run (One at a Time):
Test 1: Hero Headline
- Control: Current headline
- Variant: Benefit-focused alternative
- Winner metric: Conversion rate
Test 2: CTA Copy
- Control: “Start free trial”
- Variant: “Get started free” or “Try it free for 14 days”
- Winner metric: Click-through rate
Test 3: Social Proof Position
- Control: Below hero
- Variant: Above hero
- Winner metric: Scroll depth + conversion rate
Important: Only test ONE thing at a time. If you change the headline AND the CTA, you won’t know what worked.
Minimum sample size: 1,000 visitors per variant (or 2-4 weeks, whichever comes first).
Phase 3: Heatmap Analysis (Ongoing)
Install Hotjar or Clarity and watch recordings of real visitors.
Look for:
- Dead zones: Sections nobody reads (cut them)
- Rage clicks: Clicking something that’s not clickable (fix UX)
- Exits: Where do people leave? (That section needs work)
- Ignored CTAs: If nobody clicks, test position or copy
Real example: One client had a beautiful animated graphic. Heatmaps showed 67% of visitors watched it… then left. They replaced it with a simple benefit list. Conversions went up 89%.
What to Do With Results
If conversions increased:
- Document what changed
- Apply learnings to other pages
- Test further optimization
If conversions decreased:
- Revert immediately
- Analyze why (qualitative feedback)
- Form hypothesis for next test
If nothing changed:
- Test was too subtle (try bigger swings)
- Sample size too small (run longer)
- Wrong thing tested (talk to customers)
The Testing Mindset
Your homepage is never “done.” Top companies test continuously:
- Netflix: Tests every change, even button colors
- Booking.com: Runs 1,000+ tests simultaneously
- Amazon: Tests relentlessly (that’s why it looks the same—it works)
You don’t need their resources. You need their discipline.
Minimum commitment: One A/B test per quarter. That’s 4 improvements per year.
Part 9: The Complete Timeline
Here’s what a professional homepage content process looks like:
Week 1: Research & Strategy
- Days 1-2: Customer language audit, competitor analysis
- Days 3-4: Stakeholder interviews, conversion data review
- Day 5: Content strategy document (structure, key messages)
Week 2: First Draft
- Days 1-2: Write hero, benefits, how it works
- Days 3-4: Write supporting sections, CTAs, FAQ
- Day 5: Self-edit, readiness checklist
Week 3: Review & Revise
- Days 1-3: Stakeholder feedback period
- Day 4: Consolidation meeting
- Day 5: Create v2 based on feedback
Week 4: Finalization & Handoff
- Days 1-2: Final revisions, copyediting
- Day 3: Designer/developer handoff meeting
- Days 4-5: Support design/dev with copy tweaks
Week 5-6: Design & Development
(You’re supporting, not leading)
Week 7-8: Testing & Launch
- Week 7: Staging review, final copy checks
- Week 8: Launch, establish baseline metrics
Week 9-12: Initial Testing
- Weeks 9-10: User testing, qualitative feedback
- Weeks 11-12: First A/B test
Total timeline from start to optimized homepage: 12 weeks
Can it be faster? Yes, if you:
- Skip or shorten stakeholder reviews (risky)
- Use existing design templates
- Have clear decision-making authority
Realistic fast track: 6 weeks
Part 10: Real-World Example Transformation
Let me show you a before/after from a real project (details changed for confidentiality).
Before: What Wasn’t Working
Company: B2B SaaS for HR teams
Original homepage hero: Headline: “The Future of Human Resources” Subheadline: “Innovative solutions for modern workplaces” CTA: “Learn More”
Problems:
- Zero clarity (what do you actually do?)
- Vague buzzwords
- Weak CTA
- No customer language
- Nothing about outcomes
Metrics:
- Conversion rate: 1.2%
- Bounce rate: 68%
- Avg time on page: 0:42
After: What Changed
Research findings:
- Customers’ #1 pain: “Onboarding new hires takes forever”
- Language they use: “Getting new people up to speed”
- Desired outcome: “Productive faster”
New homepage hero: Headline: “Get new hires productive in days, not weeks” Subheadline: “Automated onboarding software that handles paperwork, training, and setup, so your HR team can focus on people, not process.” Primary CTA: “Start free 14-day trial” Secondary CTA: “See how it works (2 min)”
Changes made:
- Specific outcome in headline (days not weeks)
- Clear audience (companies hiring people)
- Benefit-focused subheadline
- Action-oriented CTAs
- Risk reducer (free trial)
Three-month results:
- Conversion rate: 4.1% (↑ 242%)
- Bounce rate: 51% (↓ 25%)
- Avg time on page: 1:38 (↑ 130%)
What they tested after:
- Changing “14-day trial” to “30-day trial” (30-day won, +18% conversions)
- Adding customer logos above the fold (+12% trust, measured via survey)
- Reordering benefit sections based on heatmap data
The takeaway: Clarity beats creativity. Every time.
Part 11: Common Questions Answered
Q: How long should a homepage be?
A: As long as it needs to be, but no longer.
B2C/simple products: 2-3 sections (hero, benefits, CTA) often enough B2B/complex products: 5-7 sections (need more trust-building)
Test scroll depth. If 80% of visitors never reach your final section, it’s too long.
Q: Should we use video on the homepage?
A: Only if:
- It auto-plays muted (or doesn’t auto-play)
- It’s under 90 seconds
- It shows actual product value (not brand fluff)
- You have thumbnail fallback for slow connections
Videos can increase conversions 86% or tank them. Test carefully.
Q: How often should we update homepage copy?
A:
- Full rewrite: Every 12-18 months (as market/product evolves)
- Minor updates: Quarterly (based on A/B tests)
- Tactical tweaks: Monthly (seasonality, promotions)
Q: What if we have multiple products?
A: Options:
- Lead with primary product (80% of revenue)
- Create product-specific landing pages, homepage is overview
- Use personalization (show different content based on source)
Never try to squeeze 5 products into one hero section.
Q: Should we write for existing customers or new visitors?
A: New visitors. Always.
Existing customers will find their login or help center. Your homepage’s job is acquisition.
When to Call in the Professionals
Here’s the truth: You can write your own homepage copy. Everything in this guide gives you the tools.
But sometimes, you shouldn’t.
Consider professional help when:
✓ Your homepage generates $1M+ in annual revenue (the stakes are high)
✓ You’re launching a rebrand or major product pivot
✓ Your team has tried 3+ times and conversions keep falling
✓ You lack time for the 12-week process
✓ You need specialized industry expertise (healthcare, fintech, etc.)
✓ Testing resources are limited (pros know what to test first)
Introducing Lymyt.pro Landing Page Writing Services
This is exactly why we created Lymyt.pro.
We’ve written hundreds of high-converting homepages and landing pages for companies from seed-stage startups to publicly traded enterprises. Our process follows everything in this guide because we wrote this guide based on what actually works.
What makes Lymyt.pro different:
1. Conversion-first methodology We don’t write pretty words. We write words that make people click, sign up, and buy. Every headline is tested against customer language. Every CTA is optimized for action.
2. Designer collaboration built-in We don’t just send you a Google Doc. We deliver structured content hierarchies, wireframe-ready copy, and visual annotations so your design team actually thanks you.
3. Research-backed writing Before writing a word, we audit your customer conversations, analyze competitor positioning, and identify the exact language that resonates with your audience.
4. SEO without the stuffing Our copy ranks on Google AND converts visitors—because we balance keyword optimization with readability. You don’t have to choose between search traffic and sales.
5. Testing & optimization included We don’t disappear after delivery. Our packages include A/B testing recommendations, heatmap analysis, and iteration support to keep improving performance.
Who we work with:
- B2B SaaS companies needing clear positioning in crowded markets
- E-commerce brands launching new products or refreshing aging homepages
- Professional services firms differentiating from competitors
- Startups getting their first homepage right (before expensive design)
Our process:
Week 1: Deep-dive research (customer interviews, data analysis, competitor audit) Week 2: Strategy session + first draft delivery Week 3: Stakeholder review & revision Week 4: Final copy + designer handoff + testing plan
Pricing: Custom based on scope, but expect $5,500-$15,000 for comprehensive homepage projects.
(That’s less than one mediocre marketing hire’s monthly salary and we ship results, not timesheets.)
What you get:
- Conversion-optimized homepage copy (all sections)
- Content hierarchy document for designers
- SEO optimization (title tags, meta descriptions, H1-H3 structure)
- A/B testing roadmap (next 90 days)
- Stakeholder review facilitation
- 30 days of revision support post-launch
Ready to stop guessing and start converting?
Visit lymyt.pro or email hello@lymyt.pro to schedule a free 30-minute strategy call.
We’ll audit your current homepage, identify the biggest conversion leaks, and show you exactly what we’d test first—no obligation, no sales pressure.
Because at the end of the day, your homepage should work as hard as you do.
Final Thoughts: The Homepage That Works While You Sleep
Your homepage is your 24/7 salesperson.
It never takes breaks. Never has bad days. Never forgets the pitch.
But only if you give it the right words.
Most companies treat homepage copy as an afterthought something to fill in after design is done, written by whoever has time, approved by committee until it means nothing.
The companies winning online? They do the opposite.
They start with strategy. Write with customer language. Test relentlessly. Optimize continuously.
It’s not magic. It’s method.
And now you have the method.
Your next steps:
- This week: Run the 8-second test on your current homepage
- This month: Implement one change from this guide
- This quarter: Run your first A/B test
- This year: Build the homepage that makes your competitors nervous
Or skip the trial-and-error and work with people who’ve done it hundreds of times.
Either way, your homepage deserves better than “good enough.”
Make it great.
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