In this homepage copywriting guide you’ll:
- Learn why your homepage isn’t converting.
- Get the exact formulas I’ve used to increase conversion rates by 65% for my clients.
- Turn your heading and subheading from boring into a statement that gets inside the heads of your visitors.
- Become the must-have solution for anyone landing on your page.
I’m also giving you:
- A step-by-step worksheet to fix your homepage messaging.
- Access to a swipe file full of homepages for inspiration.
- An over-the-shoulder look of me fixing homepages that don’t quite hit the mark.
⚡ Do This First: Fix Your Homepage in 5 Minutes
Before we get into the full breakdown, let’s make an immediate improvement.
Open your homepage.
Don’t overthink this. Don’t scroll. Just look at the very first section.
Because this is where most websites lose people — whatever you’re selling, building, or sharing. Once you’re done with this guide, take a look at my service page copywriting insider tips.
Step 1: Choose the Right Headline Direction
Pick ONE of these based on what your website does:
If your website is practical (software, finance, legal, professional services, tools):
→ Use the Simple Formula
If your audience is actively struggling with a problem (coaching, health, courses, apps that solve a pain point):
→ Use the Pain Point & Result Formula
If you want to stand out or attract premium customers (ecommerce brands, creative studios, membership sites):
→ Use the This Isn’t For Everyone Formula
(You’ll see full examples of each in a second — for now, just pick one.)
Step 2: Rewrite Your Headline
Use this structure:
[What you offer] for [who it’s for]
Or, if you want something stronger:
Help for [specific person] who are struggling with [real problem]
| Instead of: “Trusted partner you can rely on” Say: “Project Management Software for Teams Who Are Tired of Missed Deadlines” |
Step 3: Add a Subheading That Actually Means Something
This is where most websites fall apart.
Your subheading should answer:
“What changes if I work with you, buy from you, or use your product?”
Use this:
So you can [result] without [pain point]
| Example: “Plan every project, hit every deadline — without the endless status-update meetings.” |
Step 4: Add One Clear Next Step
Don’t give people options. Give them direction.
Pick one:
- Book a call
- Get a quote
- Start free trial
- Shop now
👉 If your button says “Learn more” — change it.
That’s It.
You’ve just done what most websites don’t:
✔ Said what you do
✔ Said who it’s for
✔ Made the outcome clear
✔ Told people what to do next
This alone will improve your homepage.
But if you want it to actually convert — let’s refine it properly.
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How to Use This Homepage Copywriting Guide
I want you to get maximum value out of this guide. I know it’s tempting to skip ahead, but reading each section and completing the worksheets as you go is how you’ll learn to implement my system.
This guide applies to both big brand and small business copywriting.
Your homepage copywriting doesn’t need to say everything… It needs to say the right things clearly.
And that’s the problem I see all the time — on ecommerce stores, SaaS products, portfolios, blogs, and service websites alike.
A strong homepage usually does three things fast:
- Tells people what you do
- Tells people who it’s for
- Tells them what to do next
If it’s vague, overly clever, or trying to say absolutely everything at once, it gets harder to scan and harder to trust.
Homepages are the hardest thing to write, because they define whether your website visitors will become customers, subscribers, or clients.
You have just seconds to make your visitors feel like you’re not just a solution, but the ONLY solution.
And that’s a lot of pressure.
The good news is that most homepages are fixable in just 20 minutes. When you have the right formula.
That’s exactly what you’re going to get right now.
P.S. — This formula absolutely works for any website: online stores, SaaS landing pages, portfolios, blogs, membership sites, and even your LinkedIn or Instagram profile. So wherever your “homepage” actually lives, you can still apply it.
Three Headline Formulas for Every Type of Website
A prospective visitor will decide whether they want to engage with you in just 3 to 5 seconds. That’s it. So, if your headline doesn’t immediately resonate, they’re going elsewhere.
It doesn’t matter if you’ve put some amazing case studies further down the page, are offering discounts, or have created the most unique product that ever existed…
If your homepage headline doesn’t hit hard, nobody will see what you have to offer.
And that’s a LOT of pressure. But, three simple formulas can transform your headline from:
- Boring to captivating
- Confusing to lightbulb moments for visitors
- The only solution
The Simple Homepage Formula
Most people will tell you to follow the simple homepage formula. And there’s absolutely nothing wrong with it. In fact, simple formulas can work for many types of websites.
I recommend using this formula if your website relies on professionalism and trust in your expertise — accountants, law firms, IT consultants, SaaS tools, B2B platforms.
The Formula:
| Headline | What you do |
| Subheading | The result or problem |
| CTA | What to do next |
| Proof | Testimonials, experience, accreditations |
Example:
| Heading: Accounting Software for Small Businesses. Subheading: Stress-free, low-cost bookkeeping — without the spreadsheets. CTA: Get Started Free Proof: A testimonial, a result, years of experience |
When to Use The Simple Formula:
The simple formula is best when professionalism and clarity matter most. It’s less about personality and more about demonstrating experience and expertise.
Put simply, these headlines aren’t meant to be exciting or emotive… because the offer itself is based on logic and needs, rather than emotion.
The Pain Point and Result Formula
This is the formula where we start to see some personality. It’s about showing your visitors what they get from working with you, buying from you, or using your product in two simple statements. You’re giving them a reason to say THIS IS FOR ME.
I use this formula for websites that rely on trust, but also need to show visitors that they genuinely understand them — coaches, health and wellness brands, apps, and course creators alike.
The Formula:
| Headline | What you offer (not what you do) |
| Subheading | The transformation or result your visitors will get |
| CTA | How to access the offer |
| Proof | Testimonials, case studies |
Example:
| Headline: Online and In-Person Anxiety Counselling. Subheading: Take ownership of your life again. Stop anxiety from holding you back. CTA: Start Here |
When to Use the Pain Point and Result Formula:
The pain point formula is best for when people are searching for something that will solve a problem. Counsellors, personal trainers, health apps, and any website that relies on its ability to show prospective visitors what their future can look like.
The “This Isn’t For Everyone” Formula
This formula is one of my personal favourites, because it does three things:
- It says what others are afraid to say.
- It doesn’t try to appeal to everyone.
- It lets people know what they won’t get, which attracts the right visitors.
I typically use this in industries where there’s a lot of competition and websites tend to say the same thing — from creative studios and ecommerce brands to premium services.
It’s more controversial and isn’t suitable for every website… because you need to be confident about who your ideal visitor actually is.
The Formula:
| Headline | What you do and who it’s for |
| Subheading | A deeper dive into who you work with |
| CTA | The result + next steps |
Example:
| Headline: Transformational Life Coaching for Professional Women. Subheading: The 12 Week Programme That Turns I Could into I Am. CTA: Ready to Invest in Yourself? It Starts With A Free Discovery Call |
When to Use the “This Isn’t for Everyone” Formula:
Straight away the headline removes friction, because it clearly establishes that the offer isn’t for everyone. It’s for the specific person who is willing to commit and serious about the result.
I recommend using this headline when you offer a premium product or service, or want to establish yourself as working with a set type of customer or client.
Vague headlines don’t work. Boring headlines don’t convert.
It’s tempting to make your headline pretty and treat it like a social media hook, but pretty isn’t enough.
That doesn’t mean you need to be boring, but you also have to think about SEO. The search engines and potential visitors need to understand what your headline is about. And that means using your primary keyword in the main headline.
But, when you follow the above formulas, you can set the right tone and create a homepage that turns visitors into customers, subscribers, or clients — whatever kind of website you run.
Next Step:
Open up the homepage messaging worksheet, make a copy and fill it in. Then take a look at the homepage copy file and over-the-shoulder homepage transformations I’ve created.
Once you’ve done that, head back to the homepage messaging worksheet and see if you can improve on it.
I guarantee it will transform your copy from boring and informative to irresistible.
Here’s the Worksheet
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ACCESS THE HOMEPAGE MESSAGING WORKSHEET
Homepage Copy Transformations
I’ve transformed a LOT of homepages in my time, and in most cases, it’s about making simple but impactful changes. As a neurodiverse individual I’m using the term over the shoulder liberally, because I’m not a fan of filming myself.
But, I’ve taken some homepages that desperately need some improvements and I’m going to show you exactly what I’ve done for each. In the spirit of not naming and shaming websites, I’ll keep them anonymous.
The Website That’s Trying Too Hard
The Problem:
“Trusted partner” sounds nice, but it doesn’t actually say anything. Every competitor on the internet could claim the same thing — and most of them do. There’s no indication of who this is for, what they actually do, or why a visitor should keep reading.
The subheading tries to fill the gap but leans on vague words like “tailored” and “expert” that have lost all meaning through overuse. A potential visitor lands here and still doesn’t know what problem this website actually solves for them.
The formula I used:
The Simple Headline Formula — What You Do → The Result/Problem → What to Do Next
After:
Why it Works:
✅ The headline tells you exactly what they do and who it’s for.
✅ The subheading removes the biggest anxiety a visitor has before committing.
✅ No fluff, no filler. A visitor knows within three seconds whether this is for them.
✅ The CTA gives them a clear, no-risk next step.
The Coaching & Wellness Homepage Rewrite
The Problem:
Unless you already know what a specialist term means, a headline built around it tells visitors very little. Most people aren’t Googling the technical name of a modality or method — they’re Googling how they actually feel, in their own words.
Leading with the method puts the process before the person, and phrases like “journey” have become so common they barely register anymore. The right visitor lands here and still doesn’t know if this is for what they’re actually going through.
The formula I used:
The Pain Point and Result Formula — What You Offer → The Transformation → How to Access It
After:
Why it Works:
✅ The headline covers the practical bases immediately — where, and how, someone can access it.
✅ Plain, human language normalises the reason for being there — no jargon required.
✅ The subheading gives the visitor a sense of direction without overpromising a transformation.
✅ A low-commitment CTA removes the last barrier between them and clicking.
The Creative Website That Failed to Stand Out
The Problem:
“Ambitious brands” or “everyone” could mean anyone from a brand-new shop to a scaling business with a full team. It’s trying to appeal to everyone, which means it resonates with no one.
“Beautiful, quality products” is the equivalent of “safe, trusted space” — everyone in the category says it.
There’s nothing here that tells a prospective visitor whether this brand is right for them, what kind of products or projects it’s known for, or what makes it different from the hundreds of others saying exactly the same thing.
The formula I used:
The This Isn’t For Everyone Formula — What You Do & Who It’s For → The Deep Dive Into Who You Work With → How to Access It
After:
Why it Works:
✅ The headline immediately identifies exactly who this is for — no guessing, no reading between the lines.
✅ The language speaks to a frustration the right visitor already feels, without saying a word about the brand itself.
✅ The subheading names the specific moment the ideal visitor is at — ready to invest properly, not just browsing.
✅ The CTA feels like a declaration rather than a button. The right person reads it and thinks — yes, that’s exactly what I want.
Writing Copy for Your Website Homepage: The Bottom Line
You’ve seen the formulas. You’ve seen them in action. Now the only thing left to do is open your homepage and apply them.
The first step is simple: Look at your headline with fresh eyes, and ask yourself: does this tell the right person, in three seconds, that this is for them?
If the answer is no — you now know exactly how to fix it. Need some help along the way? I offer a range of services, including copywriting and messaging consultancy, and done-for-you website copywriting.