What Should I Write on My Website Homepage?
A business homepage should quickly explain what the organisation does, who it helps and where a visitor should go next.
Part of our guide: How to Create Website Content That Attracts Customers
Write a homepage draft by answering five questions: what do you do, who is it for, where is it available, why should someone trust you and what should they do next? This is a copywriting exercise. If you are deciding which sections belong on the page, use the homepage layout and content guide first.
The examples below describe a fictional bookkeeping business. They illustrate wording, not an AfterWorks client or a promise of results.
Gather facts before writing
Collect the services you want to promote, the customers you can serve, coverage boundaries, approved evidence and the actual enquiry process. Mark anything you cannot verify as a question for the business owner. Do not let a polished draft turn an assumption into a promise.
Use the website brief worksheet to agree the audience and outcome. Then write with the words customers use when asking for help, rather than starting with a list of adjectives.
Draft the main heading
Complete this sentence: “We provide [specific service] for [specific customer], in [relevant area].” Remove the introductory words if they make the heading heavy.
| Draft | What the reader learns |
|---|---|
| Helping your business thrive | Almost nothing about the service or suitability |
| Bookkeeping for independent shops in Bristol | Service, audience and location |
| Monthly bookkeeping for independent retailers | Service, frequency and audience, without an unnecessary location restriction |
Choose the version that is true. Do not add a town to imply a local office that does not exist. A short heading is useful only if it remains informative.
Add a supporting introduction
Use two sentences to explain the task and the working arrangement. For example: “Keep your sales and purchase records organised each month. We agree the scope first and explain which records you need to send.”
This example avoids an unverified saving or result. Your own introduction should use details you can deliver: eligible software, how information is shared, who handles questions or what the initial conversation covers.
Avoid repeating the heading in longer words. Each sentence should answer another question.
Thinking about your own rebuild?
Tell us about your business, your current website and what you would like to improve. We will help you work out the next step.
Write service summaries that lead somewhere
Give each priority service a name customers recognise, one sentence about its purpose and a link to the full explanation.
An illustrative summary is: “Monthly bookkeeping: regular organisation of sales and purchase records, with the required information and responsibilities agreed in advance.” The destination should then explain scope, exclusions and how the arrangement works.
Use the service-page writing guide for that deeper page. Do not put every service detail on the homepage or create several summaries that all say the same thing.
Replace claims with evidence
Review every sentence containing words such as trusted, experienced, leading or reliable. Ask what would let a visitor assess the claim.
Instead of “Our expert team provides outstanding service”, a business might explain who carries out the work, show a relevant qualification that can be verified, or describe a real project with permission. If evidence is unavailable, remove the claim rather than inventing a testimonial.
See how to build trust on a business website and where testimonials help.
Write the next step and its expectations
Choose wording that describes the action: “Discuss your bookkeeping needs” is more specific than “Discover more”. Beside the link, explain what happens after contact and which information helps you respond.
Only promise a response time the team can maintain. Keep a lower-commitment route available when appropriate, such as reading service details. The calls-to-action guide explains the difference between repeating one action and competing goals.
Test the draft before polishing it
Give someone unfamiliar with the business the draft without explaining it. Ask them to identify the service, intended customer, coverage, evidence and next step. Record their answers rather than asking whether they like the wording.
| Check | Record |
|---|---|
| What did the reader think the business does? | Their words, including misunderstandings |
| Could they tell whether it suits them? | Missing eligibility or coverage detail |
| Which claim did they want to verify? | Evidence to add or wording to remove |
| What would they select next? | Whether the label and destination agree |
Revise the parts that failed. Then check the actual page on a phone, with headings and links in context. Use the mobile website guide for the wider layout checks.
Keep the copy maintainable
Record who approves service facts and when they should be rechecked. Update wording when services, coverage or the enquiry process change. Clear homepage copy depends on accurate business information, not a fixed word count or a particular writing style.
