Recently I was interviewed for a call that will be promoted as part of an upcoming telesummit. The interviewer asked me, “What are some ways we can test our own copywriting?”
For today, let’s focus on the home page of your website. Here’s a portion of a checklist I use with my own private clients:
1 – Make the most of valuable real estate.
If you’ve got a lot of space at the top of your page, you’re wasting the equivalent of waterfront property in Los Angeles. Use this space to let visitors know what your website is about. If you’ve got a logo, keep it small.
2 – Use quotes only if they support your marketing.
It’s SO tempting to include those wonderful sayings from our favorite Great Authors. But your home page needs to position you as a Great Authority within your field.
Quotes will be especially valuable when you write ebooks. On your home page, they will distract visitors…especially if they’re not directly on point. Keep your copy simple and sparse, with lots of white space. You can’t afford to include anything that’s not absolutely essential.
3 – Add a compelling, benefit-oriented headline.
Some sites will get more results with a news-y type headline, such as, “A New Way to Sell Your Home in the 21st Century.” You have to know your market.
But don’t underestimate your audience’s tolerance for marketing. What seems over the top to you often seems just right to your prospects.
4 – Your home page should answer these questions, asked by your visitors:
Am I in the right place? Do you solve problems like mine with people like me? Why are you the *best* resource for me at this time?
You may choose to use video, audio and/or text to answer these questions. You will probably be able find at least fifty ways to format your message; what’s important is the content and readability of your page.
5 – Clear and easy to follow.
It’s not uncommon to find four or five different messages on one hard-working home page. Your headline, sub-headings, sidebars and content need to work harmoniously. If you’re a coach who uses one approach for multiple, diverse challenges, it’s easy to set up an umbrella concept to cover them all.
If you’d like a planning session to review your own website, you’ve got a several options. Visit http://www.CopywritingWithCathy.com/services.html
Cathy Goodwin, Ph.D., owns CopywritingWithCathy.com, a business dedicated to helping service-based business owners develop a compelling online presence so they get more clients with less effort. To download your FREE “5-Point Checklist For A Profitable Website,” and to learn more about Cathy and her products and programs, visit http://www.CopywritingWithCathy.com