How To Create MASSIVE AUTHORITY With Your Homepage Copy

You asked for it. So here it is, my six step formula for writing a website homepage that creates trust conversions and massive authority. Hey guys, it's Alex. And this week I'm sharing another proven copywriting formula with you. And this time it's all about that homepage copy. Now, this video is in response to many of your requests, so I do hope you find it helpful. And guys, keep those suggestions coming. I pay attention to every single one of your comments and personally respond to as many of them as possible. So whether you're writing copy for your own website or you're sprucing up a homepage for a client, you want to make sure to get it right. Because even though your homepage may not be that high converting money page in a direct response marketing sort of way, it's where people go when they want to know more about you and what you do. So. So think about it. You may be scrolling through Instagram and see a brand name or a person that you want to know more about. So what do you do? You Google them. Or maybe you're on Facebook and you see an ad in your feed for a free E course and you click because it's a great ad, but the resulting landing page is set up for nothing more than lead generation with minimal information about the brand behind the course. So what do you do? You click on over to the homepage. Or maybe you're at a networking event and you give someone your business card or someone visits your profile on LinkedIn. Or you reach out to a potential new client. All of these are ways organized organic traffic will come to your website. And if you're not addressing what a potential customer or client needs to know quickly, chances are you will lose them forever. So the goal of your homepage is simple. It's to create trust, build authority, and offer next steps. It's your public image, which is why I like to refer to your homepage as your PR page. It's public relations at its finest. Your homepage is often the first thing your prospects see when they come to your website. So you gotta make that first impression count. According to Martech, today, a company's homepage accounts for up to 50% of a site's total page views. And Crazy Egg, another website optimization source, estimates that you only have one minute to get visitors to stick around. So you need to professionally and clearly communicate the what, the who, the where, the when, the why and the how of your business or that of your clients asap. Now, before I dive into my six step formula for writing an Authority Boosting Homepage I do want to set a couple of things straight. What I'm talking about today is your homepage, not an about page or a landing page. Your about page is separate from your homepage and it's where you expand on your background, your company history, your values, your mission and or your team. It's where all that stuff goes that's important, but not need to know right away for your ideal prospect. So think of your homepage as your elevator pitch about who you are and what you do and your about page is where people can go for the full stop story. Now a landing page, on the other hand, is designed to receive direct traffic from a very specific source like an ad or an email, hence the word landing. Landing pages are conversion tools and focus on a singular call to action. They are built for paid traffic campaigns, promotional pages and lead generation, and aren't necessarily designed to be permanent pages in your site's main navigation, unlike your homepage, which acts as a permanent route to your dot com. And if you want to learn more about the latest copywriting techniques and proven formulas, hit subscribe below. I I pour a lot of love and hours every single week into creating videos for aspiring and experienced copywriters and business owners like you, based on my own experience of building a successful copywriting business over the past eight or so years. And after you hit the subscribe button, be sure to hit that little bell icon to be notified of when my next tutorial goes live. And let me be the first to say welcome to the Copy Posse. All right, let's get into it. Here are my six steps for writing your homepage copy. Now, each one comes in the form of a question that you must address in the minds of your ideal website visitor. And question number one is what can you do for me? Yes, while your website visitors want to know who you are, what they really care about is what you can do for them. The header section that appears on your homepage above the fold is the most important part of your homepage. This is what determines whether someone stays and scrolls or bounces on out of there. The best header copy clearly states your business or brand name and your unique selling proposition. Do not, and I repeat, do not write welcome to our website. If you're planning to use your homepage to capture leads, this is also a great section to plug in a call to Action button. A great header example is Shopify Partners, which uses their headline and sub headline to convey a powerful benefit and quickly summarize what they can do for you. And don't forget to include other elements in your header that are focal to your brand, such as your logo and a clear and easy to navigate menu. If you want to see 10 more brands that are absolutely nailing it with their homepage header copy, check out my video right here on 10 brands with a killer slogan. Okay, next up, your prospects will ask why should I listen to you? So in other words, what makes you different? How did you get here? What's your mission? Why are you the one that can help me? Somewhere on your homepage, include a short description about you and your story to create trust and relatability. Now more than ever, people are looking for businesses they can relate to. This is especially important if you're writing copy for a personality based brand. You can do this through a short bio like what Marie Forleo did on her homepage, or you could do a quick dive into your origin story to be real about your journey, like my friend Connor Beaton, empowerment coach and founder of mantalks, did on his homepage. If you're not writing copy for a personality based brand, you can use this copy to share the company's mission and values, like this awesome example by Mindvalley where they clearly state their mission of changing the world's education system. Okay, so now that you've gotten your audience's attention with your USP and mission, it's time to answer the third question. What makes you legit? It's important that your homepage builds trust and credibility, so showcase as much social proof as you can. These authority elements can include client testimonials, media appearances, press coverage, or featuring any notable brands you've worked with. A great example of this is author Brene Brown's homepage, which is sprinkled with loads of social proof from podcasts she's been on, to her Netflix special, to her media appearances, to her best selling books. Now, of course we're not all Netflix stars with people like Oprah backing us up, but you get the idea. If you or your client don't have these credibility boosters just yet, you can link to your social media accounts to showcase following size or at the very least demonstrate that you're active across all social media platforms, which gives your business more visibility and therefore credibility. And no matter what, guys, please always make sure it's free, fact checked and authentic. Okay? All right, moving along to the next question on everyone's mind, question 4 what do you do? Many brands and businesses make the mistake of leaving this critical information elsewhere on their site, like an about page or a dedicated Work with Me page While it's still a good idea to have these two pages, don't take the risk of having someone bounce off before they even have the slightest idea about what your service is or what you do. Even if you've mentioned it briefly on other parts of your homepage, make sure to have a section that clearly summarizes your work or or your unique offer and convey the benefits that this will provide. Tribe 47, a digital marketing agency, does a really clever job with this on their website, with a why section that both establishes how they work and the benefits a client will experience by working with them, followed by a little section on their services. Okay, so now that you've got that covered, it's time to answer the question where do I start? Don't make people guess next steps. Let them know how to get in touch with you, experience your product, or potentially work with you. If you do have a lead capture on your homepage, make sure that it's visible at multiple points throughout your copy. So don't just rely on a single call to action at the header or the footer. You can feature it midway on your homepage or use a floating signup bar in a way that doesn't disturb your visitors. A great tool that I've seen before is hello Bar. It allows you to add a subtle and slick call to Action banner on your site, similar to this one Marie uses on her site to share a CTA to her new book. If you aren't capturing leads or featuring a sale, launch, or program, you can simply suggest your visitors contact you, say for a quote, a call, or a strategy session via a contact form. It all depends on your brand and your business, but here's a tip. Your CTA should be highly relevant to the USP you specified in your header copy. Okay, so now we're down to our last question. Question number six why should I stick around? Ultimately, the goal of your homepage is to turn those lurkers into leads. You want to keep your ideal customers on your or in your brand's ecosystem, so your homepage needs to make it really easy for your audience to visit other parts of your site. This can be done by linking your homepage to other featured pages on your website, like your about page, Work with Me page and blog. Sharing your social media and content platforms is also a great way to get your visitors to explore your brand. So make sure you have visible icons or plugins on your homepage to make it easy for all of them to connect and engage with you, say on Facebook, LinkedIn, Instagram and YouTube if you're active on those sites. My buddy Mark Groves, founder of Create the Love, does a great job of this. He showcases his recent activity on his homepage which includes a link to his latest free training events, blog posts, podcasts and his social networks. All right, so those are the six questions you need to answer to create massive authority with your homepage copy. But the most important tip of all, guys, keep it short and simple. Sweet. Homepages are meant to be punchy. You want to use powerful and precise wording to get your message across in the shortest way possible. Got it. Give me a thumbs up below if you found this video helpful. And here's another video you can check out next on how to write a landing page. As always guys, thank you so much for watching and subscribing. Until next week, I'm Alex. Ciao for now. Done done like dinner. I am done like dinner.