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Make Up Your Mind What it is You Want to Say
A Web Copywriting Tip by Nick Usborne
Presenting the various facets of your business on your home page is often difficult.
Perhaps you serve both a consumer and a business audience.
Perhaps you have long-tern plans and want to start repositioning your company right away.
Perhaps you have both a service and product aspect to your business.
Perhaps you have several divisions, all of which demand exposure on the home page.
These are all legitimate “complications”. They all make it harder to come up with a single, unified message for the first screen of your home page.
What many companies do is arrive at a message that is very general. They compromise. They make sure that their message doesn’t exclude anything or anyone.
The trouble is, they then fall between two or more stools and end up saying nothing of any real interest.
The outcome? A boring homepage that fails to engage the interest of anyone.
You need to try a little harder, and push any internal politics to one side. You need to find a message that communicates your core value proposition clearly and immediately.
How do you do that?
Decide on a crystal clear purpose for your site. Then figure out which audience is the best match for that purpose. Then write your primary headline to that audience alone. And make it a great, engaging, compelling line, full of promise for the reader.
As for the other fragments of your audience and business, give them some space...but less space.
The point here is that if you write to please everyone, you’ll end up saying nothing of real interest to anyone.
So make some tough choices. Choose a primary audience and make them your main focus as you write.
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