What to Write on Your Homepage (When You’re Not Sure What to Say)

Web DesignSquarespace DesignDIY Web DesignBrand DesignDIY Brand Design

Nov 12

If your homepage feels kind of… blank, you’re not alone.

Whether you're just starting your business, reworking an old template, or slowly piecing together your website between client work, writing your homepage copy can feel like a weird, uncomfortable pressure test.

You know it’s important. You know people land there and make decisions fast.
But what exactly are you supposed to say?

You want it to sound like you, but you also want to sound like you know what you’re doing. You want to share your work, but not overshare. You want to show up with clarity—but you’re not quite sure what that looks like in words.

I promise: you’re not behind, you’re not doing it wrong, and there is a way forward.

This post is here to walk you through exactly what to write on your homepage—especially if your brand is still evolving, and your message is feeling a little fuzzy.

Article Takeaways:

How to write a clear, effective homepage for your small business
The 4 key things every homepage should include (even if you're DIY-ing)
What to say when you're not ready for “fancy” brand language
How to balance strategy, SEO, and voice without sounding robotic
Real talk about why your homepage might not be converting (and how to fix it!)

Align your brand

First, your homepage needs to do one job: make people feel like they’re in the right place.

Before we talk SEO, buttons, or anything fancy, I really want you to know this: The goal of your homepage isn’t to say everything. It’s to say just enough to make someone want to keep reading.

Think about it like walking into a store. If the front door is confusing or messy, or you can’t tell what the shop actually sells, you’re probably walking right back out (you might’ve never entered in the first place!).

Your homepage is the front door of your brand. It doesn’t have to be flashy. But it does need to be clear, welcoming, and built around the people you’re trying to reach.

Here’s What to Write on Your Homepage

1. Start with a clear, confidence-building headline

This is the first line of your site. It’s what people see before they click, scroll, or dive deeper.
Your homepage headline should quickly tell people:

What you do
Who it’s for
What makes you different

But here’s the trick: it doesn’t have to be clever. In fact, clever is often what confuses people. Think: clear over cute.

Examples:

❌ “Designing the difference.” vs. ✅ “Website and brand design for service-based creatives ready to scale with clarity.”

❌ “Built to thrive.” vs. ✅ “Business coaching for creative entrepreneurs who want to grow without burning out.”

Your headline can (and should!) sound like a sentence you'd actually say. And yes, this is also where homepage SEO comes in. Make sure you include a keyword phrase people might actually search for. Something like:

“Website design for creatives”
“Therapy for women in Calgary”
“Virtual assistant for coaches”

The headline doesn’t have to do everything. It just has to do the first thing well.

2. Use a sub headline to add detail and build trust

Once someone sees your headline and thinks "okay, this might be for me," the sub headline is what helps them feel even more sure.

Here’s where you can soften your tone and give a little context:
→ What problem do you solve?
→ What’s your approach?
→ What’s the transformation you offer?

This is also a great place to plant your brand values or positioning without writing a full paragraph.

Examples:

“Collaborative, strategy-led design that helps you grow your business with intention.”
“A creative partner for solopreneurs who want support that’s both thoughtful and results-driven.”
“Honest, human-first SEO for creatives who want to be found, without selling out.”

You don’t have to hit every angle. But this sentence is often the place people decide if they trust you.

3. Give people a clear next step (don’t make them guess)

This is where a lot of homepages lose their magic. If someone lands on your site and reads the first bit, then thinks “cool, but… what now?”, then you’re missing a big opportunity.

✨ Your homepage should gently guide them into the next right action. Not 5 buttons. Not a gallery of random links. Just one thoughtful call-to-action (CTA) that matches their energy.

Some options:

“View services”
“Read the blog”
“Book a discovery call”
“Start here”

Make sure your button text is specific and conversational. No more “learn more”; say what they’re actually going to see or get.

💡 SEO Tip: Button text doesn’t impact your keywords, but the section around your CTA can. Use a short line above your button like: “Explore custom brand and website design services for creatives ready to grow with clarity.”

That way, you reinforce both your offer and your keywords.

4. Include just enough copy to feel personal (but not overwhelming)

This part is especially for you if you’re feeling stuck in the “what else should I say?” spiral.

Here’s what I tell clients: If you’ve clearly explained what you do, who it’s for, and where to go next, then your homepage copy is already working.

But if you have the space (and emotional energy), you can also include:

A short “about” preview with your photo and a link to your About page
A testimonial quote that reinforces the transformation you offer
A short note from you that says: “This is what I believe. This is who I’m here for.”

Nothing too long. Just a soft moment of connection.

Final Thoughts: Your homepage doesn’t have to say everything. It just has to say enough to connect.

It’s easy to feel like your homepage needs to be a sales pitch, a portfolio, and a personality test all rolled into one.

But honestly? If it makes the right people feel like they’re in the right place… and shows them where to go next?
You’re doing great.

Your homepage is allowed to be simple, clear, and aligned with the season of business you’re in right now.

And if you’re ready for support to bring clarity, copy, and design together, that’s exactly what I do. My Website & SEO Intensives bring strategy, structure, and support together to help you create a site that connects and converts.

Let's Create Together