🎯 Tackling The Home Page Dilemma & Capturing Your Ideal Customer

Hey Business Owners,

You’ve got a well-designed website, but do you also have strong value driven copy to engage potential customers?

This is THE website question businesses of all sizes ask themselves.

The dilemma lies in the fact that while you’re holding up a mirror to your ideal customer showing them that you see them and that they’re in the right place on your website, your homepage also needs to achieve several additional things in ten seconds or less.

You have to concisely explain who you are, what you offer, how they can access your offer immediately, and why the ideal customer wants the outcome you’re offering.

In this newsletter, we’ll discuss why crafting your homepage with your ideal customer in mind is critical and what questions you can ask yourself when building a homepage out for your business.

In 10 minutes or less, you’ll learn:

✅ how to hold up a mirror, show them the window, and help them get to the door

✅ what specific questions to answer to help you craft strong website copy

✅ of small business website examples with copy that achieves these things

Hold Up A Mirror 🪞 

If there’s one thing that websites with strong copy do exceptionally well, it’s keeping it simple.

How? By doing all the thinking for your ideal customer. I.E. Everything they need to know to get started is right there front and center.

Let’s take it one level deeper, how do business owners know what their customer is thinking?

They take the time to get to know them, their level of awareness of their offering, where they’re at in their unique journey, and act as a guide from where they are to where they could be.

Questions to Consider:

• Who exactly are you speaking to?

• How do you want them to feel on your homepage?

• What do you want them to do?

• How does your business help them solve a problem/need?

• What’s their desired outcome?

  • Both externally (the surface level) and internally (why they want that surface level outcome)

• Where are they in their journey to achieving their desired outcome?

• What is your business passionate about?

• If you’re a founder that uses your likeness, what are YOU passionate about?

• What’s your unique edge/how does your business solve this consumer problem/need differently?

Show Them The Window/The Outcome 🪟 

Along with who you are and what you offer, strong homepages clearly outline a customer need and how their offering helps.

How? By using emotionally driven words, showcasing the value of your offer, and giving them a glimpse through copy of their dream outcome and reminding them it’s achievable.

Questions to Consider:

• What would your potential customers wonder after learning about what your business does?

• What would keep those customers around on your homepage to learn more and take action?

• What could you write that would have them think “that’s me!”?

• Is there one particular part of your website you want to make sure every visitor goes to?

  • If yes, what is it and why?

• If you have multiple offerings as part of your business, list out the ideal customer profiles for each and why they’d want that offering so you can tailor your copy accordingly

• What value do you offer for free? Why would customers want your free offering?

• If you’re a business owner, who uses your likeness - consider what you want to be known for and favorite must-haves.

Help Them Get To The Door 🚪 

Share what the immediate next step is above and below the website fold and create urgency to click that CTA button.

Some businesses do this by offering free value (such as a lead magnet/freebie that gives a taste of their full product or service offering).

I’ve seen others use social proof or offer a limited time deal in exchange for an email address.

There’s no one right way to show them the next step, what matters is that you give them a few easy ways on your homepage they can learn more and take action.

Questions to consider:

• What’s their state of awareness?

  • Example: Unaware of what their need is explicitly but they’re looking for an answer all the way to→ to knowing exactly what problem they have and what they need. All they need you to do is confirm you’re the right business to help them.

• Does your location matter? (I.E. are you a brick + mortar? If yes, include store location and a CTA to visit your business)

• What social proof do you have of the benefits + result you mention? (Testimonials, reviews, etc.)

• If you could tell your website visitor ONE thing, what would it be?

• How does that ONE thing tie into what you offer?

• Who are you trusted by? (Past clients, your network, associations, etc.)

• What is the next step you want them to take? List out the possible CTA’s and locations throughout your home page you could put them. (Don’t forget about pop-ups you could add too)

Strong Homepage Examples From Small Business Owners Like You 💻️ 

Example 1: Ava & The Bee - Boutique Wedding Marketing Agency

The Copy:

✅ Mirror → The Boutique Wedding Marketing Agency For Busy Wedding Pros Ready To Outsource Pinterest, Blogging, SEO, and More.

✅ Window → Create A Client Experience Before They Even Begin Planning The Wedding; You Don’t Need More Inquiries, You’re Ready To Attract Amazing Couples That You’re Positively Excited To Work With; You Don’t Have To Teach Us The In’s and Out’s of Weddings (Promise!); We’ve helped over 100 clients…; social proof (case studies, as featured in logos, founder story, customer testimonials, statistics, etc.)

✅ Door → CTA’s (Build Connection With Your Dream Couples; Our Results Speak For Themselves; Meet Ava & The Bee Team; See Client Case Studies)

Example 2: Small Business, Big Marketing - Australia’s #1 Marketing Podcast, Author, Marketing Coach

✅ Mirror → Only for the motivated business owner keen to build their beautiful business in to the empire it deserves to be; “What’s in it for you?”

✅ Window → Timbo Reid - Podcast Host, Author, Speaker, 80’s music tragic, 34 years of Marketing Experience; “Who’s behind all this marketing nonsense anyway?”

✅ Door → CTA’s (Join Timbo’s Membership; Send Me Those Bad Boys Now; Listen Free; Why I Want Your Marketing To Become A Hobby; Listen Now; Wait! There’s 100’s more!; Buy Now!)

ABOUT VERSA STRATEGY

Chandler Kirkman is the driving force behind Versa Strategy. She’s on a mission to elevate businesses’ marketing and empower Creative Strategists to think big picture about the business landscape.

In the past decade, Chandler has consulted with over a hundred businesses of various specialities from Fortune 100 companies to local small businesses. By infusing branding, advertising, and marketing efforts with her signature blend of creativity, strategic thinking, and enthusiasm, she cultivates a dynamic and empathetic approach that helps business owners better connect with their customers.

LET’S CHAT! [email protected]

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