Homepage Content Strategy: What to Say First and What to Save for Last
- Birit Trematore
- 1 day ago
- 4 min read
Have you ever met someone and felt instantly at ease – even in just the first few minutes? That’s exactly how your homepage should feel to your visitors. And just like in conversation, your vibe and what you say first—and how you say it – matters a lot.
When someone lands on your site, they’re not looking to be overwhelmed. They’re scanning, judging, and deciding - within seconds - whether to stay or go. The structure of your homepage plays a huge role in that decision. So how do you guide the scroll? What deserves top billing? What can wait until the bottom (or get tossed)?
Let’s walk through a homepage content strategy that works hard for you – quietly, confidently, and without trying too hard.
Start With Clarity, Not Cleverness
You have about 3–5 seconds to answer your visitor’s unspoken question: Am I in the right place?
That means your very first section (above the fold – top of the page) must clearly communicate three things:
What you do
Who it’s for
How it helps them
This isn’t the place to be clever and obscure. Save the philosophy for later. Right now, your job is to help people feel seen - and safe. Clearly and quickly.
Example: A therapist’s homepage might open with:
“Helping teens and adults navigate anxiety, trauma, and life transitions with empathy and evidence-based care.”
Simple. Direct. Warm. That one sentence does more to endear you to your visitor than a paragraph of buzzwords – which will just make them cringe.
Next: Anchor the Problem (And Offer Hope)
Once they know they’re in the right place, visitors are more open to seeing themselves in your story. Now is the moment to articulate the pain or friction they’re facing – and why it doesn’t have to stay that way.
Here’s where you show you get them.
Use language that reflects their inner monologue. Avoid jargon unless it's something they'd use themselves.
Case in Point: On a consulting site for interior designers:
“You’re brilliant at design, but marketing, pricing, and project management? Not so much. We help creatives like you build sustainable businesses without the burnout.”
See what that does? It validates the visitor’s lived experience and points toward a better outcome.
Introduce Yourself (But Keep It Client-Focused)
Now that trust is forming, it’s time to share who you are—but don’t launch into a résumé.
Frame your bio in terms of what your visitor gains from working with you. This is where you begin to build credibility and likability, not just credentials.
For example: An attorney might say:
“For over 15 years, I’ve helped families and business owners navigate complex legal decisions with calm and clarity. My role isn’t just legal - it’s personal. I’m here to help you protect what matters.”
See how that balances authority with empathy?
Show What It’s Like to Work With You
This is where a visual or written roadmap helps tremendously. Whether it’s “3 Steps to Start” or “Here’s How It Works,” you want to reduce friction and build confidence in the next step.
Make it skimmable. Make it friendly. Make it obvious that you’ve thought this through for them.
For a wellness spa:
Book your visit online – Pick a time that works for you.
We’ll customize your session – Your body, your needs.
Leave renewed – Walk out with less tension and more energy.
Sprinkle in Social Proof
What others say about working with you often (read: almost always) holds more weight than anything you say about yourself.
Client quotes. Short case studies. Star ratings (if applicable). Don’t overdo it, but do place them strategically – especially around points of friction (like before you ask them to click or book something).
Example: A boutique real estate agency might include:
“We’d almost given up on finding the right home. Sarah didn’t just get us a house—she helped us imagine a future. We’re still pinching ourselves.”— Jess & Marcus T., Montclair
Real. Specific. Emotional.
Offer a Low-Risk Invitation
You don’t need to sell the entire journey on the homepage. You just need to open the door.
Your call-to-action should feel like a natural next step. Not a commitment. Not a leap of faith. Just the next, right move.
Think:
“Book a free 15-minute consult”
“Download the checklist”
“Let’s talk”
It should come from a place of service – not persuasion.
Answer Lingering Questions
Near the bottom, consider adding a mini FAQ or quick list of things people often wonder about.
This section isn’t just about information. It’s about reducing hesitation.
For a private school site, that might include:
Do you offer rolling admissions?
What makes your curriculum different?
Can we schedule a campus tour?
It’s like reading someone’s mind before they ask.
Close With Heart
End with something that leaves a good taste in their mouth—a brief nudge of encouragement, a mission-based note, or a personal sign-off.
Even a simple:
“No matter where you are in your journey, you deserve support that truly fits.”
That tiny line can make the difference between a closed tab and a booked call.
Final Thought: Homepage Content Strategy Is About Guiding, Not Selling
Think of your homepage like a first meeting with someone you genuinely want to help.
It is.
You wouldn’t start with a hard sell. You’d start with listening, understanding, and then offering what’s needed - no more, no less.
That’s what a thoughtful homepage content strategy does. It mirrors trust-building in real life.
Need help creating a homepage that feels this natural and intentional? Let’s work together. You don’t have to figure it all out on your own.
For more on how our websites are so much like real human interactions: How to Write a Work With Me Page That Feels Like a Conversation