Homepage Copy Template

Your homepage gets about five seconds. In that time a visitor needs to know what you do, who it’s for and what to do next. This template walks you through it, one section at a time.

The 5-second test

Before you write anything, open your current homepage on your phone, look for five seconds, then look away. Could a stranger answer these?

1. What does this business do?
2. Is it for someone like me?
3. What do I do next?

If any answer is “not sure”, start at section 1.

Section 1: the headline

Say what you do and the result people get. Plain words beat clever ones.

• Prompt: We help [who] get [result] without [the thing they dread].
• Example: Fresh, honest bathrooms for Perth homes, finished on time and left spotless.

Underneath, one line with where you work and why you’re different.

Section 2: the button

This is the most important line on the page. The words you choose decide who clicks.

• “Book now”, “Get a quote”, “View prices” work for customers who are ready and comparing. Fast, direct, practical.
• “Explore”, “Discover”, “See our work” suit higher-priced, considered purchases, where customers want to browse before they commit.

Neither is better. Pick the one that matches the customer you want more of, and use the same words everywhere.

Section 3: what you do

Three to six services, each with a one-line description written as a benefit.

• Prompt: [Service]: [what the customer gets].
• Example: Emergency repairs: a plumber at your door within two hours, seven days a week.

Section 4: proof

Show, don’t claim. In order of strength:

1. A short case study with a real number (“124,000 views in 90 days”)
2. Before-and-after photos
3. Reviews with a name and suburb
4. Logos of businesses you’ve worked with

Section 5: how it works

Three or four steps that take the fear out of getting started.

• Example: 1. Book a free measure-up. 2. Get a fixed-price quote in 48 hours. 3. We build, you approve. 4. Move in.

Section 6: the last nudge

Repeat the button, and answer the last worry that stops people clicking.

• Example: Not sure yet? Book a free 15-minute call. No pressure, no hard sell.

Before you publish

• Read it out loud. Cut any sentence you wouldn’t say to a customer.
• Swap “we” for “you” wherever you can.
• Check every page uses the same button words.

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