We talked about copywriting tips for your eCommerce product pages in a previous article, so this time, we’re going to talk about writing for your homepage.
And, we’re going to put a little spin on it. Not only are we going to discuss 10 copywriting tips and techniques for eCommerce homepages, but we’re going to discuss how to do it tactfully and without sounding like a marketing tactic you learned in school.
You know what I’m talking about. It’s those times when – even though you are an honest, genuine person – your copy starts sounding like a sleazy, cold call.
We think it’s important for your homepage copy to reflect your company and its ideals. For example, if you’re selling women’s perfume, you want to be truthful and descriptive with your copy. You want to evoke a feeling, a smell, and a reason to purchase.
You want to write honest copy that sells, right? Here are ten copywriting tips and techniques for your eCommerce homepage that will attract customers and keep them moving through your site.
#1: Write Winning Headlines
Six to 12 words, that’s all that stands between you and a higher click-thru rate. David Ogilvy says, “On average, five times as many people read the headline as read the body copy.”
Here’s how you can write a terrific homepage headline without sounding like a marketer:
- Be specific: If you’re claiming a statistic, use a number. If you’re posting a review, use a person’s name.
- Show the value: Tell the customer exactly what they’re getting.
- Make it a summary: Your headline should succinctly summarize the content below. Expand on your headline in the copy.
- Be compelling. Stay away from clever. For example, the headline, “Red Shirts,” is boring. The headline,
“Shirts Dyed by Hand in Kenya” is compelling. - Use a subheading. This will help break up your homepage into easily digestible pieces.
#2: Provide a Concise Introduction
Somewhere shortly after or next to your headline and main image or slider should be an introduction.
We’re not talking book-length here. This introduction can be one or two sentences at most. No bragging or company mission statements allowed.
Write to your audience. Use the word “you.” Steer clear of “me, I and us”. You are talking to the consumer, and this experience is about him/her.
#3: Write for Search
When you write for search, you are taking care to craft copy that defines what your customers are looking for on your website.
Do your keyword research and plan to incorporate these words into your homepage copy. Don’t make the text awkward or fill it with odd keyword usages.
#4: Don’t Be Too Fluffy
You’re not working on a piece of fiction. Valuable homepage copy gets right to the point. It should be compelling and creative. Don’t add fluffy words just to add them.
Every word counts on your homepage. People don’t have time to read three paragraphs. Your eCommerce visitor has a short attention span. Grab them quickly, give them what they want and direct them how to get it.
#5: Be Conversational
Computers have created a less-than-formal atmosphere. Internet users want their website interactions to be personal. Use a conversational tone and don’t get too technical.
Stay away from buzz words. While you may know what they mean, chances are your customer doesn’t.
Years ago newspaper reporters were told to write for people with a sixth grade reading ability. This is a good rule of thumb for your copywriting, too.
#6: Write Clear Navigational Copy
If your navigation is difficult, your site visitors will leave. According to Hubspot, bad navigation is one of the top reasons people will leave your site.
Don’t make your customers go on a scavenger hunt to find what they need. Your navigation bar copy should be incredibly clear.
On your homepage, you can feature various blocks of images and text to show off the parts of your site you think are most valuable to the customer. These can also include directions and compelling calls to action.
#7: Write for the Scanner
We already talked about headlines and subheads. These are incredibly important to the website scanner. Every point you want to make, and every section block you want to showcase should be written with short explanations.
Look at your home page as a scanner would. This person likes white space and short, compelling text.
#8: Use Social Proof
Being social has increased in importance for us in the last few years since the onset of social media. Your homepage is a great place to write persuasively through social proof.
Your eCommerce visitors want to know that other people like and trust your company. Let them know with testimonials, reviews and social media feeds.
When including testimonials, add those that are real. Don’t include any that sound like a marketer wrote them.
If you want people to sign up for your email, craft a statement that says, “Join our 5,000 email subscribers.” Let them know people value you.
This establishes your credibility and keeps you sounding genuine. Don’t forget to include the actual proof.
#9: Focus on the Offer
Are you having a sale? Do you offer free shipping? Tell them this in one of your homepage content boxes. Again, keep it short and simple, but let the visitor know immediately what your offers are.
#10: Keep Away from Superlatives
If you want to sound like a salesman, go ahead and use words like best and better. But, if you want to craft a homepage that really works, stay away from superlatives.
Words like best, very and easiest sound insincere. Only use superlatives in your copy if you have actual proof that you are the best.
The Takeaway
The homepage of your eCommerce site is your virtual lobby. Many of your homepage visitors are new guests. They have no idea where to find anything, and they might not have preconceived notions about your site.
Their subconscious mind makes a split-second decision to stay or go. For example, if they’re looking for free shipping and don’t see it, they might bounce off. If they don’t understand your navigation, you again get the bounce. If you’ve pounced on them with the hard sell, you can bet they’ll leave.
They will decide to stay or to go based on how comfortable they feel with your eCommerce site and the feeling it gives them. You can help give them that feel-good feeling with the way you craft your text for your eCommerce homepage.
What are you waiting for? Let’s get to work convincing your visitors to stay!
Would you like some assistance implementing these ideas? We’re here to help you increase your conversion rate and decrease your amount of website bounces. What’s more, we guarantee your results. Contact us today to increase your online revenue through creative copywriting tips and techniques.
