How to Write Your Website’s Homepage: Part 2 (Explain What you do in the Header)

Reading a website’s homepage is like meeting someone for the first time. You try to lock their name into your memory, attempt to find some common ground and go through a game of 20 questions to understand what it is they’re about.

In the header, you want to clearly and quickly describe what you’re about, what value your offer, and why your customers should continue talking to you.

What do you do?

If you’ve ever been to a networking event or fumbled over what to ask someone to get the conversation started, then you’ve probably asked, “What do you do?” Your website is no different.?

Although a joke in the Office, Bob Vance is a model for answering the “What do you do” question. The others in this scene look at him confusedly. But, if they were in the market for a refrigerator or refrigeration service, they would know whom to call.

Likewise, your header must first describe what you do as clearly and quickly as possible. Do you make healthy dog treats? Say, “We make healthy dog treats.” For us at 6th Ave Storytelling, we do organic marketing based on storytelling.

How will it make my life better?

If you were talking to someone in real life and told them what you do for work, they might follow up by asking, “How did you get into that?” or, “What made you decide to do that?”?

Within a website, the question, “How will it make my life better?” hints at the same idea but is more direct to what the person is asking. After hearing about what you do, readers need to be given a reason to be interested and continue reading.?

If you make healthy dog treats, you might say, “So your pup knows how much you love and care for them.” At 6th Ave Storytelling, we want to make the world as obsessed with your business as you are, so we provide organic marketing services based on storytelling.

How do I get it?

At any given moment, your customer might be ready to act. When they’re ready to buy or contact you, make it as evident and frictionless as possible. Make your buttons and calls to action obvious, abundant, and straightforward.

Your button's label should be whatever action your customer needs to take to begin the buying process. Calls to action, such as “Learn more” or “Get started,” are vague and don’t describe what will happen on screen. If they need to call, say, “Call now.” If they need to schedule an appointment, say, “Schedule an appointment.”