Guide to Writing Home Page Content

Creating Home Page Content

Content Guidelines

— Write With Your Audience In Mind

Understand your target audience's needs, preferences, and pain points. Tailor your writing style and tone to resonate with your readers.

— Keep the content concise and relevant

Google won’t likely rank your home page if it is just links to products/services and no content. But at the same time, if the home page is exceedingly content-heavy, Google may struggle to identify what the purpose of the page is.

– Highlight your unique selling proposition (USP)

Your home page should clearly communicate what sets you apart from the competition. This could include your experience, expertise, or unique approach to delivering your service.

– Share the benefits of the services you provide and not just the features

Customers want to see the value. They want to know what's in it for them. Focus on the benefits. Explain how the services you provide solves a problem, saves time or money, or improves their life. Use customer-centric language and appeal to their emotions.

– Write Compelling Headlines

Your headlines should be interesting and attention-grabbing to encourage readers to click through to your service pages. Use strong language and keep them concise and descriptive.

Content Structure

Formatting and how the content is presented on the page are just as valuable as the content itself. There are a few ways to optimise page structure, which we have detailed below.

– Heading Structure (H1, H2 & H3s)

The page should have a clear heading structure for each new subtopic/service. The page should be structured with one clear H1 heading being the page title.

H2 and H3s should be used to organise and categorise information. Most people skim over a page, so you want to make your most important information stand out and be easy to find.

– Proofread And Edit

Before publishing your posts, make sure to proofread and edit your content for clarity, grammar, and punctuation. This will help you maintain a professional image and ensure your readers can understand your message.

– Grammar

Writing using the correct grammar and spelling for the region you are working within is important to both UX and SEO. Your sentences and the language you use should be simple and easy to follow and understand.

— Do not reuse content from other pages

Do not plagiarise content from other sites or pages within your own website, such as service pages. Content will need to be unique to each page to see the SEO benefit.

— Avoid Keyword Stuffing

While using relevant keywords is essential for SEO, overusing them can harm your content’s readability and search engine rankings. Focus on creating high-quality, informative content that naturally incorporates keywords in a balanced manner.

When writing content:

• Cultivate a tone that appeals to relevant demographics
• Format your description in a way that’s easy to scan
• Break up large paragraphs
• Include statistics where relevant
• Don't use the passive voice
• Use headings and subheadings in order for a good page presentation