Stop Losing Leads: How to Write a Homepage That Connects

Your homepage is your digital front door. But is it welcoming the right people in, or sending them away?

It’s easy to fall into the trap of sounding ‘professional’ online. But in trying to be polished, many business owners lose what really matters: a genuine, human connection. If your homepage is stuffed with jargon, vague phrases, or generic claims like “solutions tailored to your needs,” your visitor might not stick around long enough to find out what you actually do.

Let’s fix that.

Here are five simple ways to make your homepage copy work harder, so it doesn’t just inform, but connects, builds trust, and helps turn browsers into buyers.

1. Speak to One Person

Think of your homepage like a conversation, rather than a broadcast. When you try to talk to everyone, you end up reaching no one. Instead, write as though you’re speaking directly to your ideal client. Use the kind of language they’d use. Address their challenges. Make them feel seen, heard, and understood.

2. Cut the Jargon

Words like “synergy,” “solutions,” and “value-added” don’t make you sound smart - they make you sound like everyone else. Jargon creates distance. But plain, simple language? That builds trust.

If you wouldn’t say it out loud, don’t write it on your homepage.

It’s easy to get lost in the detail. But your homepage shouldn’t feel like hard work.

3. Highlight Benefits, Not Just Features

A list of what you do isn’t enough. Your ideal client wants to know how you’ll help them. Swap “We offer full-service brand strategy” for “We help you stand out in a crowded market.” Focus on what your service will do for them, not just what it is.

4. Use Clear Calls to Action

Don’t leave your visitors hanging. Every homepage should guide the reader toward a next step: Book a call. Get a quote. Start your project today.

Make your call to action clear, visible, and actionable. Avoid vague buttons like “Learn more.” Tell them exactly what to do next.

5. Keep It Human

People connect with people. Your homepage shouldn’t read like it was written by a robot. Let your voice come through! Share your values. Show a face (even if it’s not yours). Let visitors know there’s a real person behind the business, and that you care about the work you do.

When your homepage works, everything feels clearer - like your business is finally speaking for itself.

Final thoughts

Your homepage doesn’t need to be flashy or clever. It needs to connect. It should make the right people feel like they’ve found what they’re looking for, and encourage them to take the next step.

Need help writing yours? Let’s work together to create copy that actually connects.