How to write a home page that sells: a simple formula
Most home pages talk about the business. Good ones talk about the customer. Here's a five-part formula you can use today, with examples.
Rahul ChananaSellWell Studio ·
Key takeaways
- Your first line should say what you do, for whom, in plain words.
- Lead with the customer's problem and the result they want, not your history.
- Give one clear next step and repeat it down the page.
- Back every claim with proof: reviews, numbers, photos or names.
Why most home pages don't sell
Visitors decide in seconds whether they're in the right place. Too many home pages open with "Welcome to our website" or a vague line like "Excellence in everything we do". Neither tells a visitor what you do or why they should care.
The fix isn't clever writing. It's clear writing in the right order.
The five-part formula
- Say what you do, for whom. One line. "Fresh flowers, delivered same day across Leeds."
- Name the problem. Show you understand what your customer is dealing with. "Forgot a birthday? It happens."
- Show the result. Paint the outcome, not the process. "A hand-tied bouquet at their door by 6pm."
- Prove it. Reviews, photos, numbers, logos, names. Real proof beats big words.
- Ask for one action. "Order by 2pm", "Book a free call", "Message us on WhatsApp". One main button, repeated down the page.
Write like you talk
Read your copy out loud. If you'd never say it to a customer at the counter, cut it. Short sentences. Everyday words. "Help" instead of "facilitate". "Use" instead of "leverage".
- Use "you" more than "we".
- Swap adjectives for facts: not "fast delivery" but "delivered in 3 hours".
- Cut words like "solutions", "innovative" and "world-class". They say nothing.
Answer the doubts before they're asked
Every visitor has a few worries: How much? How long? Is it right for me? What if I don't like it? Answer them on the page, close to your button. A short FAQ works well, and it helps with search and AI assistants too.
Keep testing and tweaking
Your first draft won't be your best. Change one thing at a time, like the headline or the button text, and watch what happens to enquiries. With a site you run by chat, each tweak takes a minute: "change the headline to 'Fresh flowers, delivered today'".
Want help with the words? Every site we build can include copywriting. See what's included.
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