Confused about homepage copy? This guide breaks down exactly what your website needs to convert.
Your homepage has one job:
To turn curious visitors into confident clients.
Not to tell your life story.
Not to win a design award.
And definitely not to confuse people.
If your homepage isn’t converting, it’s usually not a traffic problem — it’s a clarity problem. Let’s fix that.
Below is exactly what your homepage needs to include if you want more enquiries, bookings, and sales (without feeling pushy or salesy).
1. A Clear, Client-Focused Headline
Your headline is the most important piece of copy on your entire website.
If someone lands on your homepage and can’t instantly understand:
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What you do
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Who you help
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Why it matters
They’ll leave.
What works:
A simple, benefit-led headline that speaks directly to your ideal client’s problem or desire.
✨ Think: “I help [who] achieve [result] without [pain point].”
Clarity builds trust — and trust builds conversions.
2. A Subheading That Adds Context (Not Fluff)
Your headline grabs attention.
Your subheading reassures them they’re in the right place.
This is where you:
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Add detail
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Set expectations
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Show you understand their problem
What to avoid: buzzwords, vague statements, and generic phrases that could apply to anyone.
✨ Specific = credible.
3. One Strong Call to Action (Yes, Just One)
Too many options = decision paralysis.
Your homepage should guide visitors toward one primary action, such as:
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Book a call
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Enquire now
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Shop the offer
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Download the free resource
What works:
A clear, confident CTA placed above the fold — and repeated naturally throughout the page.
✨ You’re not being pushy. You’re being helpful.
4. A Short “What You Do” Section (That Actually Makes Sense)
This is where many websites lose people.
Long paragraphs, industry jargon, or vague explanations = confusion.
Instead:
Break it down simply:
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What you offer
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Who it’s for
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How it helps
Bullet points > blocks of text
Benefits > features
✨ Make it skimmable. People scroll — fast.
5. Social Proof That Builds Instant Trust
People don’t want to be the first to take a chance on you.
If your homepage doesn’t show proof, it creates doubt.
What to include:
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Client testimonials
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Results or wins
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Logos or recognisable names
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Short case studies
✨ Social proof answers the question: “Has this worked for someone like me?”
6. A Relatable “About” Section (Not Your Full Life Story)
Your homepage “about” section should:
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Build connection
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Show authority
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Reassure your visitor
Not list your qualifications from 2012.
What works:
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Why you do what you do
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Who you care about helping
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What makes your approach different
✨ Make it about them, not just you.
7. Clear Next Steps (Don’t Leave Them Hanging)
Your homepage should gently guide visitors toward the next logical step.
That might be:
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Viewing your services
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Booking a discovery call
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Exploring your products
What to avoid:
A dead end.
✨ Every scroll should feel intentional.
8. Design That Supports the Copy (Not Competes With It)
Your design should enhance your message — not distract from it.
If your homepage feels:
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Overwhelming
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Cluttered
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Hard to read
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Inconsistent
It’s hurting conversions.
✨ Strategy first. Design second. Always.
The Bottom Line
Your homepage isn’t about saying everything — it’s about saying the right things.
When your copy is clear, confident, and client-focused, conversions follow naturally.
If your homepage isn’t bringing in enquiries, it’s not broken — it just needs direction.
Want a Homepage That Actually Converts?
At So Social Digital, we create strategy-led websites that turn visitors into paying clients — without the cringe or the pressure.
From homepage copy to full website builds, we design with intention, clarity, and conversion in mind.
✨ So… is it a date?
Let’s turn your homepage into your hardest-working sales tool.