Who to entrust writing texts for the main page of the site?

Could it be a web writer, an SEO optimizer, some cool content studio, or a sales person can do it?

I walked around the web. This is horror. The texts on the main pages do not sell, but serve as a background. Sadly. It's annoying. Unprofitable.

Commercial sites and online stores are aimed at sales. Business card sites should tell about the company, person or that thing, clearly and intelligibly. But for some reason, Runet sites are full of stamped "USP", ornate design and nonsense made up of letters.

How to write text on the main page of the site so that it increases conversion, and does not take up space?

There are many letters in the article. Your personal teleport is below:

I won't ramble on about the importance of headlines, benefits, targeting a potential customer, and other banal things. I will write simply. On business. With examples.

For lovers of conversion, clear numbers and high standards. When you read the article to the end, then you will tingle in one intimate place. The desire to look at the main page of your site from a new angle is normal.

But first, let's think about the text requirements for the main page of the site. They are different. Because their goals are different.

Text on the main page of the site requirements - top 5

The variety of sites is a little intimidating. But their direction must be taken into account in any case. I will try to be objective and choose the top 5 requirements for texts on home page(I will indicate in parentheses for which sites this requirement would be appropriate).

Beliberda is not needed

Words are not needed by site owners and visitors. But everyone needs information! It should reflect the theme of the site and from the first moments give the visitor the whole picture:

• Who is this site for?
• what can be found here;
• how this site/company will help me.

Lightness of text

Ease of presentation is the main advantage of a good text that should provide information. The text on the front door of the site must be clear and simple.

small suggestions and simple words it is easier to read than cumbersome phrases filled with punctuation marks, numerous ponderous expressions and office paper. Stationery stamps are so cleverly disguised that they have already become part of our language. But they are unnecessary. This is garbage that needs to be removed.

Keyword optimization

The homepage is more likely to rank in the top for several key queries. It's stupid to lose him. Therefore, SEO-optimization of the main page of the site – need.

However, we should not forget about the reasonableness of the use of keys. Spamming can be too expensive, as is the desire to cram 2500 into the text – 3000 characters all site keys.

Maximum conciseness (online stores and websites of well-known companies)

The main page of an online store or a large company does not need a lot of text.

• The main page of an online store is a storefront. Several paragraphs with 3-4 sentences each - this is the maximum length of the text at the top. More text material can be added at the bottom. But this is if you need text SEO optimization.
• The main page of a well-known company can do without text. Websites: "Art. Lebedev's studio", "Gazprom", "Bukvoed" and many others successfully demonstrate this. You can write a few words, of course. For example: “Yes! This is Gazprom.

Selling subtext (commercial sites and business card sites)

The text on the main page sells the entire project: products, services, blog, group, newsletter, and so on. It is an entry point for customers and an important navigation page.

If the top of the sales funnel is incapable of sucking in a potential buyer and throwing him out at the right stop, then why are these letters needed? For SEO optimization?

Being in the top is not the ultimate goal of businessmen and companies! Their goal: sales and regular readers who repost entries and come for answers to their questions. The main page should advertise, sell, entice and call.

If anyone has forgotten what a sales funnel looks like, then see the infographic.

Examples of texts on the main page and analysis of errors

2 examples of texts on the main page and annoying mistakes

First example: AllianceStroySnab company (problems with SEO, lack of a sales funnel, zero USP): warm corner ( dot) RF.

There is no text at all. You might think that they do not plan to advance on the Web. But the assumption collapses. After all, there is a “useful” section where you can find SEO articles of 2000 characters each. Funny.

Let's move on to the benefits:

• Own production of lumber. My version: “You save 20% on building materials and do not give an advance payment, because we use our own construction lumber. You can evaluate their quality at our sawmill.”

• Quality material and assembly. My version (we have already mentioned the quality above): “Professional assembly in 60 days. We have built more than 150 wooden houses in the Leningrad and Moscow regions. Take a look at the property map, evaluate our work or contact the owners. Open map.

• Extended equipment. My version: “You have over 50 blueprints at your disposal, including 5 unique ones. Download layouts, find the desired home and find out the cost. Or send us a picture of your dream home, and we will calculate the cost of the project within 1 week. Download layouts.

What is the idea. Man shakes a peculiar marketing whale in PDF format. He can look at drawings and already built houses. It will be ideal if there are customer reviews, a story: “how the house was built”, how long it took, photos from the construction site and the result of the work.

Not just a text, but a sale - this is how copywriters work.

The entire sale of this site is designed for the slider. But when you click on the image of the house, you get to the product card, which is devoid of zest. Price, technical features at home and everything.

Scheme of work and memo to the customer - "pull out the eye." It was possible to make normal paragraphs. Somewhere here from the site leaves great amount potential clients.

How to write text on the main page of the site - example number 2

Second example (SEO victim): lux-mebelspb ( dot) ru

Found through a search, on request: "buy furniture in St. Petersburg." Site in the TOP 3 - commendable. Screenshot of the main page (opens in a new window).

Online store

Let's go to the UTP. Because everything else can be described by the abbreviation "SEO". If you read it, you will understand what I mean.

So:

• More than 10,000 products - no complaints;
• Is always low prices: we create competitively low prices without sacrificing quality. And how can an online store that is not a manufacturer sacrifice quality? My option is to change the dollar icon to a ruble and write: “The price is lower - delivery is free. We will deliver the furniture in 10 days.
• All product warranties are void warranties. My option: “If you reject it, we will change it at our own expense! Quality checked personally. 1 year exchange guarantee. Well, check the quality of suppliers. And then after all, our online stores are business in Russian in all its glory.
• Permanent discounts and promotions - I always thought that the value of discounts is in their volatility. My option: “10% discount on wardrobes! The promotion is valid until July 1, 2016. And under the action to launch advertising. Seems like it would be right. After a month, change the promotion and start advertising again.

However, this site does not need advertising. There is a problem with texts. The benefits of the store can be thrown out and nothing will change. " Best quality at a great price,” they decided for the client. This conclusion potential client should do it yourself by reading the text on the main page of the site.

The company seems to be serious, but the impression is so-so. And all because of weak texts.

1. The title should reflect the essence of the site or offer.
2. Grab the visitor's attention with the first paragraph.
3. Think of a main proposition (USP) and give the person reasons to choose you.
4. Make the first call to specific action.
5. Do not forget about SEO optimization, but also the usefulness of the information too (everyone knows commonplace things).
6. Find an opportunity to avoid templates and stamps.
7. Make zones of attention and transitions to the next part of the sales funnel (download: catalogue, set of cases, free book and so on).
8. Write clearly, specifically, in the client's language (even if that language makes you sick) and tell the truth.
9. Make a "table": action - benefit.
10. Work through the sales funnel to the end (not just the main page).

The main page of the site is the cornerstone of the entire resource, the main landing page. Based on the concept of the main page, the design, structure and other elements of the site are created. This is the face of the project, it is on this page that users most often return when browsing the site. The desires of users and site owners in relation to the main page are the same - they want to see it convenient, simple, understandable, attractive. However, in reality, this does not work for everyone. In this article, we'll look at 7 best practices to help you create a high-quality, effective homepage.

1. Home page design

Yes, according to tradition, everything starts with a draft concept appearance. Design is a very powerful tool that can recognize positive emotions or, vice versa, antipathy towards the site from the first seconds of a visit. A resource capable of boasting modern functionality and up-to-date design can intrigue and delay even a casual visitor, not to mention target audience, which is more likely to follow the conversion path of a quality site. Consider the main points that should be considered:

- Adaptive layout.

This means that the site should be equally convenient to use on every device with any operating system and all display resolutions. Such a layout gives a great advantage - you will be able to qualitatively cover the widest possible audience. Technically, the development of such a main page, as well as the entire site, is enough challenging task. Designers must have a good store of knowledge and skills, and even better experience. But everything is real, and the positive effect will cover the costs.

- Visual blocks.

It is much easier for a beginner to find the necessary information if it is compactly and logically located on the page. The main menu, categories, videos, site search, pictures - everything should be located intuitively on the page, without clutter.

- High-quality pictures and videos.

If it is appropriate, then on the main page it is possible, and sometimes necessary, to place graphic content. It can significantly increase your conversion rate. Photography allows you to convey emotions that cannot be conveyed by text. Many experts recommend adding photographs of people to the site if the concept of the site allows it. A couple of photos of happy customers or positive employees in the right place on the page can seriously increase conversions.

2. Navigation on the main page

Making a lead out of an ordinary visitor, that is, making them perform a conversion action, is the main task of any webmaster. It seems that without training this can not be achieved, but in most cases you just need to implement it on the site clear navigation. It is necessary that a potential client easily finds what he needs.

Navigation on the main page in the online store has characteristics. It can be arranged like this:

• By category. This scheme of the navigation device is suitable for online stores with a large range of products. So, a guest who is not very familiar with your products can easily find what they need in the appropriate section.
• By goods. This scheme is designed for sites with a small number of offers or for projects that aim to sell only the TOP from each category.
• Mixed. This is a hybrid navigation system that has incorporated the features of the first two options. For example, promotional products and new products are displayed at the top of the main page, and all categories of the online store are located below. This method is quite effective, as it allows you to capture the sympathy of the widest possible audience.

Be sure to provide an interactive search on the site. The search bar is usually located at the top of the main page in the header of the site. It is recommended not to be too creative and place the search in this classic place. People are used to it, and subconsciously will look for search there.

3. SEO - search engine optimization

In this matter, one cannot do without the traditional mantra of optimizers “title, keywords, description”. On the main page, meta tags should be written in accordance with semantic core site. The main page should contain high-quality unique text with well-written keywords.

4. Advantage over competitors

When you think about creating a website homepage, the issue of pricing and analysis of the nearest competitors should already be resolved. At this stage, you need to let the client understand how you positively differ from other players in the market. Don't forget that the home page is the face of the site. Her task is to create a positive image of the company immediately after a few seconds of familiarization. Following items can be placed on the main page to demonstrate their advantages:

- Attractive titles of structured texts.

It depends on this whether a person remains on the site and continues to interact or leaves the resource. A catchy title should set the tone for the entire content of the page and reflect the essence of the company's activities. In the subheadings, introduce the visitor to the main qualities of your company.

- CTA elements or call to action buttons

should be placed in the right places and unobtrusively push the guest to the conversion action.

- Awards, achievements, various diplomas and certificates

All this should be shown to the user, if any. Such documents show that experts in their field and true professionals work on the site, this increases trust, and, accordingly, conversion. You can create a block with examples of work or comments from satisfied customers. The homepage is perfect for showing off your accomplishments a little.

5. Content of the main page

Remember that the content of the main page should answer the main questions of potential buyers, while the presentation of the material should be as concise as possible. No one will waste time studying a wall of text about what good company when you just need to know the delivery details, for example. The content should correspond to the main task of the resource and involve users in a deeper interaction. Graphic and video content on the main page is very welcome - it is much better perceived by users.

6. Promotions

Special offers, promotions, loyalty program, prize draw - all these marketing tools are simply created for the main page. It is important not to overdo it with the number of such elements and make each offer noticeable.

7. Contacts

Contact information is the information that should always be located in a prominent place. It is very disappointing to lose a client for the reason that he could not find contact information and left the site. Use as many channels as possible to connect with buyers. But you need to make sure that they all work properly. The most common means of communication are:

• telephone;
• Email;
• social networks;
• online consultant;
• callback form.

We have considered the most important elements of the main page of an online store or a selling site. These are not all the nuances that will have to be taken into account, but they will arise in the process of work and as experience is gained.

You won't get a second chance to make a first impression a second time. This is why the home page is one of the most important pages on your site. If a new visitor doesn't like what he sees, be sure he will hit the back button. Many users still judge a book by its cover.

What makes the home page attractive? How to get high conversion and low bounce rate? How to design the main page of a blog? What are good examples of company texts? In this article you will find answers to these questions.

Every homepage should have the following elements:

• A clear answer to the user's questions: "Who are you?", "What do you offer?" and/or "What can I do here?". Your company must answer these questions in such a way that every visitor understands that they are in right place. If users cannot find an answer to their questions within a few seconds, their next step is to refuse!
• Resonance with the target audience. The home page should speak to the target audience in their language. Try to avoid "corporate gibberish" and eliminate everything superfluous and distracting.
• Valuable offer. Headline and more headline! Express the meaning of your product or service in one sentence so that users do not have the desire to look for something better from your competitors. Problem solving is what needs to be written about; no need to list the technical components of the offer.
• Usability. All the pages shown below are very user-friendly: they are easy to navigate, they do not have "flashy" objects, such as flash banners, animations or other overly complex and unnecessary elements. Many are also optimized for mobile devices which is very important in today's web marketing.
• Call to action (). Each of the 15 homepage examples makes effective use of primary and secondary CTA elements. They guide visitors to the next step. For example, "Free trial version”, “Buy now” or “Learn more”. Remember that the purpose of the home page is to keep visitors on your site and take them to the end of the conversion funnel.
• General design. A well-designed page is the key to success in cultivating user loyalty to the brand, setting up a connection with the target audience, and promoting users in the conversion funnel.
• Don't stop there. If you're happy with your site's conversion rate, know that you can increase it by 10-50% with a simple front page split test.

This html website homepage example is ingenious because:

• A combination of colors is successfully used and STA elements are effectively placed.
• Very enticing text on the CTA element: "Try it free for 30 days."
• Captivating subtitle: "For over 5 million people who use FreshBooks, financial reporting is no longer a problem." This statement is attractive to the target audience because mastering accounting software tends to be excruciatingly difficult for freelancers and small business owners.

2. Golden seven: lp example with successful design of reviews

This is brilliant because:

• A clean design is paired with a compelling headline and subheadline.
• The overall concept is perfectly supported by the call to action "Enjoy Coziness" and a beautiful photo that creates a warm and calm atmosphere.
• It is worth noting separately on this main page the design of reviews. The presence of not only photos and names of real customers, but also the cards on which these reviews were originally written, makes them especially reliable. If you're wondering how to put testimonials on the homepage, this site is an example to follow.

3. CloudPassage: home page video

This is brilliant because:

• Clear and clean page design. Text content that accurately conveys the essence of the CloudPassage activity. Here's how to place a presentation or video instead of a photo on the main page of the site, fixing the message (message, message) with it.
• Only one guiding call to action. To ensure that users have no doubts, below are two messages: “Without credit cards", "Without obligations".

4. Box

This is brilliant because:

• The Box home page is a great example of how to beautifully place information on the main page using power. visual effects and text content. A simple yet powerful headline.
• On the homepage, customer logos with the words "More than 140,000 companies use Box" look great, proving the brand's popularity.
• Additional trust is caused by contacts placed in a conspicuous place for the site. The Box example contains a highly visible phone number at the top of the page.

5. Aweber: An example of a good text page

This is brilliant because:

• A text page with a strong headline “7 reasons to sign up for free email marketing tips” informs the visitor about the many bonuses and provides social proof.
• This page increased the percentage of subscriptions to the newsletter by 321%.

This is brilliant because:

• Original and funny graphics clearly demonstrate what the specialists of this company are capable of.
• The numbers and the short but comprehensive list of benefits are very convincing.
• Beautiful menu integration with icons. Icons of the main page for the site, sections "About us", "Examples of work" and "Prices" cause a smile and are remembered.

7. Evernote.com: Sample Site Description Pages

This is brilliant because:

• Evernote's "Remember Everything" page headline would have been the winner in the "Everything ingenious is simple" category.
• On this page, three simple sentences are visible that literally “pop up” against a green background.
• When browsing the page, the eye involuntarily stops at the call to action button: "Try Evernote for free."

This is brilliant because:

• At a glance it is clear what this site is about. And although most visitors probably know what to do in case of a phone lock, this page has a small description of the solution to this problem.
• The effect of the main page is built on the contrast of colors and the strength of the proof elements. For example, "Trusted by millions: over 4 million phones unlocked."
• A short lead form placed directly on the page instead of a call to action button eliminates the need for users to navigate and wait for the site to load - an example of proper design.

9. Tribal Media: homepage panorama sample

This is brilliant because:

• An impressive city panorama in the header of the main page attracts maximum attention. How to make a picture for the main page of the site? You can't go wrong if you follow Tribal Media's lead.
• The strength of the title is in the absence of superfluous words.

This is brilliant because:

• The main page includes only the most necessary elements and nothing more.
• A great headline and a compelling call to action that reduces doubt with text: “Create your free wedding website in 5 minutes.” Simple html 5. An example of the main page code will be provided to the client.

11. Basecamp: a site with a successful lead form

This is brilliant because:

• For a long time, Basecamp's pages have been amazing. Their distinguishing feature is always a spectacular headline and customer photos.
• How to design the main page on a blog or website in such a way as to get as many subscribers as possible? Place the registration lead form directly on it, saving users from unnecessary actions, saving them time and distracting their attention.

12. Eventbrite: front page news

This is brilliant because:

• The headline on the front page, "If something happens, you'll find out about it here," works because curiosity has always driven people's activities.
• Interesting subtitle. In it, users are offered to either view thousands of events, or create their own event and sell tickets for it.
• A bright holiday photo, laconic design, news on the main page, telling about upcoming interesting events, enhance the effect.

13. GoodData: a good picture on the main page of the site

This is brilliant because:

• The home page is designed in an unorthodox way, to say the least, but that's just one of the many reasons it's brilliant.

Do you know how long it takes a visitor to decide on the usefulness of a site? For 3 seconds.

Think about it: you only have 3 seconds to get the user interested. And there is no room for error: there will be no second chance to make a first impression. Today we will talk about what information on the main page will keep the user.

The home page of your website should be

• Interesting.
• understandable.
• Pleasant.
• Attractive.

Sounds simple, but how do you do it? We'll figure out.

Comprehensibility score

What does "clear page" mean? It's simple - on the main page, the visitor should receive answers to their questions:

• Who you are?
• What do you do?
• How can you help me?
• Why should I trust you?
• Do you have proof of your good work?
• Guarantees?
• Address? Telephone? Do you have contacts?

If the visitor does not receive an answer to these questions, he leaves.

It is not necessary to give answers to all questions on the main page. It is better to place buttons in a prominent place in the menu that will redirect the visitor to the page with the right information. Usually these are pages "About us", "Guarantees", "Contacts", etc.

Do you understand what this site does?

Home page of the site. It is not at all clear where

And here everything is immediately clear.

Correct home page. It is immediately clear which site you are on

What elements help the user get answers to questions

Logo

The company logo is usually located on the left upper corner. If you do not have it, write the name of the organization in text, for example: Company "Two from the casket". Users are used to the fact that this is where the primary information about the company is located, leave it in the same place.

The logo immediately explains to the client which site he is on

Explanation

The logo needs an explanation. Necessarily. Many do not do this, but in vain. A person cannot decipher your logo, he just sees an interesting picture.

If your logo is text, then an explanation is also needed. For example: “Company“ Two from the casket ”- delivery of sushi in 30 minutes.” Here, now the visitor will understand which site he went to.

Contacts

If contacts are listed in your menu and a separate page is provided for them, still indicate one of the phone numbers or email in the header and footer of the site. Many people are just too lazy to follow the links, they need the information to be in front of their eyes.

SCREEN Note: we need an example of a good site based on 1C-UMI.

Site search

Many people forget about the site search button, but it is needed. Especially in online stores. Most people prefer not to search for items on the menu, but simply write their names in the search. Be sure to search the site. For example, the search is built in. Usually it is located at the top right of the page or in the middle.

The search button converts 43% more profit.

Content

“This is the text that the user…” No, it will hardly be read immediately, but it will “scan” instantly. The text should be well-organized, written in a simple and plain language, without bureaucracy and empty turns. Remove all clichés, ridiculous and heavy constructions like “you will be met by friendly faces”, “a dynamically developing company”, “colossal work experience and highly qualified specialists”. These are empty words. The client in our time is picky, he wants to immediately get the necessary information, and not wade through the jungle of words.

Be sure to indicate in the text what your company does and for how long. How much work has been done. Provide a link to your portfolio where the visitor can view your work. Touch on the topic of service and guarantees - show that you are responsible for quality and are always ready to take responsibility for your shortcomings.

The text must be credible. Write sincerely, and the user will feel it.

In addition, do not forget about the structure of the text: headings, subheadings, lists, quotes, pictures - place accents. At a cursory view of the article, the user will see the points that are important to him.

We have already talked about how to write and structure texts correctly. Read more about it in our blog.

Portfolio

Several works can be placed on the main page of the site, the rest can be given a link. So the visitor will immediately be able to assess the quality of the services you provide.

Reviews

Reviews increase the level of trust new customers have in your company. They answer the visitor's questions: "Why should I trust you?" and “And who can confirm that you are really doing a good job?” Post at least 3-4 responses. Over time, you will notice how much more loyal your visitors have become to you.

Important! Reviews must be honest, customer photos must be real. Stock pictures are immediately visible, and if a visitor notices that they are trying to deceive him even in such a trifle as a photo, he will not believe everything else.

The text for the main page of the site has always attracted special attention, both from SEO specialists and from web writers. But here's the bad luck: each of the specialists often considers this page from his own bell tower, within a narrow focus. As a result, more than 90% of sites are full of the same mistakes: SEOs (especially beginners) constantly strive to insert as many keys as possible into the text, and web writers either follow the SEOs’ tastes or try to give something away. fresh and creative. Result: the page does not fulfill the task assigned to it, contains a bunch of useless "water" and suffers a hard fiasco.

Today we will correct this situation and figure out what texts are needed for the main pages from the position of three main areas: marketing, copywriting and SEO. The main difference between this article and all the others is that here we will consider everything systematically and give many successful examples that have proven themselves very well in practice.

You are ready? Then make yourself comfortable, we begin!

Home page tasks

Before we start talking about texts, let's start with the main thing - with the tasks that are set for the main pages. And now, I can already see the hands of people who can’t wait to shout out loud:

1. The home page should sell the entire site.
2. The main page should introduce a person to the desired state.
3. The content of the main page should be catchy.
4. The text on the main page should talk about the project.
5. The text of the main page should draw the reader in.
6. The main page should take a person to other sections, etc.

Do you know why I highlighted this block in red? Because all these recommendations are taken out of the context of the system and there is not much sense from them.

The fact is that the main page is just one of the functional elements. A kind of transshipment point, which can have a very wide range of tasks (now you will see this). That is why in each case the main page will be different. And it will be very different from the main pages of other resources, both in terms of text and in terms of interface.

In other words, the homepage task is a subtask of the global site task.

Global site task

The home page is an important element, but it's just a fragment that performs its task within the framework of another, more important task. Now let me explain what I mean. See:

Suppose you have a site that sells roofing material. The purpose of the website is to sell. On the one hand, the main page should simply take a person to the page with the product (however, most do not even do this).

On the other hand, the website audience can consist of different segments, for example:

1. Retail Buyers
2. Wholesale customers
3. Partners

Therefore, the main page still has to divide the audience into segments and direct these segments to the page they need. Do you understand now why I highlighted the red rectangle at the very beginning of the task?

Or another example: the site ozon.ru, most of which comes from the main page. Do you see any text there that is catchy and describes what kind of site it is? No, because the main page of Ozone has other functions within the scope of the global task of the site.

Main page ozon.ru (click to enlarge)

Important: the main page solves the task assigned to it within the framework of the global task of the site.

Or another example - the text on the main page of the site 37signals.com (by the way, the guys from this company once wrote an excellent book - "Rework: business without prejudice" - I recommend it).

Text on the main page of 37signals.com (click to enlarge)

On this page, you can see that the mission of the company comes first, and then the redirection to 3 main products: Basecamp, Highrise and Campfire. After that, credibility is demonstrated, there is a block of advantages, etc.

This is where the page does its job - leading the user along a predetermined route - to product pages first and then to persuasion.

Another example:

The text for the main page of a one-page site, which is also a selling page. Her task is to sell, and not to transfer the user to other sections.

Text on a one-page website

Strategy and sales funnel

In the type of text for the main page, the strategy and sales funnel play a big role. The first determines where a person should go from the main page and why, and the second allows you to visually track the effectiveness.

Visual calculation: let's say the task of the site is the sale of digital equipment. 100 people came to the site. Of these, 30 people moved to the section with cameras, from the section to the page with specific model- 15 people. The purchase was made by 3 people. Total site conversion: 3%, sales page conversion: 20%, home page conversion: 30%.

Therefore, in this scenario, the main page loses 70% of the audience, and tests need to be carried out. To keep this figure as low as possible. And there are a lot of options here.

Ways to increase the conversion of text on the main page

In order for the text on the main page to be as effective as possible, it must work to solve the main task of the site and direct the user along the desired route.

Here is an example of a site where both the text and the interface are working on the implementation of the strategy.

Text and interface of the main page of the site 100strahovok.by (click to enlarge)

There are many elements that increase the effectiveness of the text on the main page. The main thing is to use them appropriately. Here is some of them:

1. Benefits and Benefits
2. Cases
3. List of major clients
4. Mission, Beliefs
5. Objection handling
6. Answers to basic questions
7. Videos and presentations
8. Guarantees
9. Calculators and other interactive elements

The fifth and sixth points imply answers only to those questions that are primarily of interest to the user. This means that you do not need to turn the main page into a portfolio and FAQ 2 in 1.

Typical mistakes when writing texts on the main page

When you clearly imagine the tasks and audience of the site, then you no longer need to pour "water" or write other useless things. However, let's take a look typical mistakes, allowed in the texts on the main pages of most commercial sites.

Mistake No. 1: the text "about the company" on the main page

Imagine that you went to the market in the vegetable pavilion to buy apples. And then, from the doorway, the merchant begins to tell you with enthusiasm how much he trades in the market, who his wife is, etc. Is it interesting for you? Probably not. You don't care about him. You need apples. The same is with the main page of the site - in 99% of cases your users are not interested in who you are, but what you offer and what are your competitive advantages.

Note: in individual cases, if the text about the company is an attribute of authority and works for sales, then the use of its individual fragments can increase the efficiency of the page.

Mistake #2: Describing the Industry

There are a lot of sites on the Internet that sell goods and services. Very often, these sites have long descriptions on the front page of what these sites sell and what role their products and services play in the life of modern society. In other words, they describe their industry.

There is only one problem here: such a text does not work for sales, and no one reads it. Let's say you need to buy auto parts. Tell me, how much would you be interested in a text that tells what auto parts are and where they are used?

Mistake #3: Templates

Another very common mistake that, to my surprise, is found even on the sites of "professional" copywriting agencies. The most common patterns:

Mistake #4: "Water"

This is a separate issue. A bunch of verbal constructions that do not carry any meaning, reducing the effectiveness of the main page.

Typical example:“Since you have landed on this page, it is obvious that you are interested in supplying high-quality roofing materials at affordable prices, but you do not know which supplier to choose for further cooperation. Relax, we will not convince you of anything, we will just tell you about ourselves ... blah blah blah (see mistake # 1).

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