How to Write Homepage Copy That Makes You Sound Like an Expert

Aug 19

Written By Emily

Writing your homepage copy can feel like trying to fit your entire business into one little screen, and somehow still make it sound amazing. No pressure, right?

Your homepage has to do a lot: introduce you, explain what you do, build trust, guide people to your services, and gently nudge them toward clicking “Book now.”

And honestly? Most homepage copy falls flat—not because the business is bad, but because the words aren’t pulling their weight.

When I first started writing websites for service providers, I saw the same thing again and again: talented people with great offers… and homepage copy that totally undersold them.

So in this post, I’m breaking down exactly how to write homepage copy that positions you as the go-to expert (even if you’re just getting started)—and helps your dream clients feel instantly at home on your site.

how to write homepage copy to sell services

Why is Website Homepage Copy So Important?

Think of your homepage as your website’s front door, and your copy as the welcome mat. It’s the first thing most visitors see, and it sets the tone for the entire client experience.

Strong homepage copy doesn’t just say what you do. It builds trust. It shows people they’re in the right place. And most importantly, it guides them toward working with you, without sounding pushy.

If your homepage is vague, confusing, or trying to do too much, visitors won’t stick around long enough to click through to your services (let alone book).

But when your homepage copy is clear, confident, and client-focused? That’s when your website starts doing the heavy lifting for you.

This is exactly why I teach homepage copy first in my client work, and why it’s a huge focus inside the Booked-Out Website Kit, too. Nail this page, and the rest of your site gets way easier.

small business owner writing homepage copy

The 5 Crucial Questions Your Homepage Copy Should Answer

Load up your website and pretend you’re a potential client. Does your homepage copywriting clearly answer the following questions?

Who do you work with? Is it immediately obvious who your services are for, or does your homepage lack specifics?
What do you offer? Can visitors tell what your service entails, or do you need to scroll for a while before it becomes clear?
Who are you? Is it obvious that your website has a wonderful human behind the brand, or does it look like a generic agency website?
How can clients work with you? Do you have clear offers on your homepage, or do clients get confused about how they can work with you?
What price range do you offer? Are you a luxury brand or a budget one? Both are fine, but it needs to be clear.
Why should people work with you? Is there urgency or a point of difference, or will clients get bored and click away?

That’s a lot of information to fit into a homepage! If you’re unsure whether your website homepage content is hitting the mark, you need a website copy audit!

The 7 Must-Have Homepage Copy Elements

So, what actually makes homepage copy work?

It’s not just pretty fonts and a good photo of your face (though hey, that helps).

It’s about guiding your visitor through a smooth “Yes, this is what I need!” journey. From the second they land to the moment they click through to work with you.

Here’s what I make sure is included in nearly every high-converting homepage I audit:

Above the Fold: Say What You Do (Right Away)

Your homepage banner (AKA: above the fold) is the most important section of your entire homepage.

You’ve got a fraction of a second to hook visitors (literally! Visitors form opinions on your website in 0.5 seconds), so this section needs to be incredibly engaging.

Keep it simple and clear:

“Brand design for stressed coaches ready to raise their rates”
“Virtual assistant services for time-strapped creatives”

Pair it with a short tagline and a call to action button (like “See Packages” or “Book a Call”) to encourage clicks.

I love this homepage copy example from Julia at The Joy of Business. She’s got a super clear headline, engaging subheading, CTA, and a professional photo with beautiful branding:

Intro Section: Make It Relatable

Now that they know what you do, show them you get their problem. This is where you highlight the pain points and introduce the transformation you offer. Keep it short and client-focused.

Here’s my homepage intro for inspo (did that just rhyme?):

Section 3: Services Snapshot: What You Offer

Give a quick overview of your main offers. Not full descriptions; just the name, a one-liner, and a link to learn more. The goal here is to help them self-select where to go next.

Give different options for your readers to click (services, freebies, blog posts, etc.).
Add high-quality graphics to each option to add visual interest.
Include a quick description for each one to encourage clicks.

Jamie at BrandNewCopy does a great job of highlighting his pretty extensive range of writing services with clarity in his homepage copy:

homepage copy examples - services section

Section 4: About You (AKA, Their Reason to Trust You)

This isn’t the place for your whole life story (that belongs on your About page), but your homepage should give visitors a quick glimpse of who you are and why they should choose you.

Just a short, punchy intro is enough:

“Hey, I’m Emily! I help service providers turn their websites into client-booking machines.”

You can also include a friendly photo and a sentence or two about what makes your approach different.

Want to really nail your About page too?

There’s a full guide inside the Booked-Out Website Kit that walks you through exactly what to say, how to say it, and what builds trust fastest.

Section 5: Testimonials to Boost Social Proof

Got happy clients? Feature a few short quotes or standout wins. Social proof builds trust faster than anything else.

Add a scrolling carousel of previous client testimonials to boost social proof.
If you can, add photos of your clients to boost trust in the testimonials.

Section 7: Blog Round-Up (Optional but Powerful)

This is a great way to keep your homepage fresh and boost your SEO. Feature 3–4 recent blog posts to show you know your stuff and give visitors a reason to keep clicking.

My Homepage Copy Rules That Create Winning Copy

Your homepage copy will be totally unique to your brand and offerings. But there are some general copy rules you can follow to instantly improve your website copywriting:

Avoid phrases like “in my opinion,” “I think,” or “you might”: they make your homepage content feel weak and unconfident.
Use a spellcheck tool to remove any obvious typos or spelling mistakes: they make your homepage feel unloved.
Focus on benefits, not features: clients want to know about the results you’ll get. They don’t care about the features of your services.
Use 1-2 sentence paragraphs max: large chunks of text will get skipped over entirely.
Use bold text: to draw the eye and highlight the most important points on your homepage.
Split up the content with subtitles: these give your homepage breathing space.

3 Irresistible Homepage Copy Examples

I love learning by example, so let’s look at some clever homepage copywriting examples to give you some inspiration!

Articulate

This is one of my favourite website copy examples.

I don’t even need to scroll and I know who they serve, the results they get, how I can get started working with them, and the vibe of their brand. And who can resist that retro custom illustration?

Top marks for Articulate’s homepage banner!

Bark Box

This is probably the cutest testimonial section I’ve ever seen on a website. Notice how the images of pups with their bark box add trust in the brand and trigger FOMO in new clients – genius!

Trello

I’m a Trello girlie. I organise my entire existence in Trello. But I’m not biased for thinking their homepage copy is top-tier.

Their introductory section is interactive – when you click on each section, you see a different colourful graphic.

It also does a great job of explaining the platform's complexity in the simplest terms possible. Notice how they focus on benefits instead of features in their homepage content?

Their selling point is helping clients get the job done, which is a pain point for overwhelmed business owners with a million outstanding projects.

**What You Shouldn’t Include in Your Website Copy**

There are a few things potential clients hate seeing on homepages, so let’s go through the homepage copywriting no-nos to help you avoid the pitfalls!

Unrealistic Metrics

There’s something a little suss about a homepage that says, “Make $100K a Month with This ONE Easy Hack!”

If you use inflated or unrealistic metrics to try to hook visitors, you’ll drive them away and lose their trust.

If you do have crazy metrics, back them up with screenshots, case studies, and solid proof to back up your claims.

Auto-playing Media

There is nothing more off-putting than a video that auto-plays on full volume the second you click on a website.

They will make your visitors bounce back to the Google search results quicker than you can say, “Watch my intrusive video!”

Overwhelming Amounts of Text

If it takes loooong paragraphs to explain your services, you haven’t nailed your sales pitch yet.

Large chunks of homepage content are overwhelming, and visitors simply won’t read it.

If you’ve included valuable information in those long paragraphs, it’s getting missed, and clients won’t understand the value you offer.

Jargon and Technical Language

If ChatGBT can explain generative AI in plain English, you can explain your services without using jargon.

Jargon or techincal industry language will alienate visitors who aren’t familair with the terminology.

Stick to clear, easy-to-understand language to keep your homepage copy inclusive and engaging.

Generic and Vague Statements

“We offer the best social media management services”
– great, who doesn’t?

“Curate an Instagram Feed that Generates More Brand Deals Than You Know What to Do With”
– much more specific and exciting!

Visitors are sick of generic, vague language on website homepage content. Get real specific and stand out as a unique brand in your niche.

Ready to Sound Like the Pro You Are?

You don’t need years of marketing experience or a professional copywriter to sound like an expert online. You just need the right tools, a little strategy, and a clear plan.

That’s exactly what the Booked Out Website Kit gives you.

Inside, you’ll find: