By Jessica Tavares
Most homepages waste the first five
“Welcome to [Business Name], where quality meets excellence.” I just lost three of your ten seconds on a sentence that told me nothing. Here’s the thing, your homepage isn’t a greeting card, it’s a pitch, and you’ve got about the length of an elevator ride before someone decides whether to scroll or leave.
What actually needs to be above the fold
What you do. Who you do it for. Why someone should pick you over the three other tabs they have open. That’s it. Everything else, your history, your team photo, your mission statement, lives below the fold or on another page entirely.
Write it like you’d say it to someone at a barbecue
If a neighbor asked what you do, you wouldn’t say “we provide comprehensive solutions for residential and commercial needs.” You’d say “we fix AC units, mostly in Pembroke Pines, same day if you call before noon.” Put that on your homepage instead.
The cortadito test
Weak homepage copy is gas-station coffee: technically coffee. It exists, it’s brown, it does the job on paper. But nobody remembers it, nobody comes back for it, and there’s a ventanita two blocks away doing it right. Be the ventanita.
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