Picture this: You finally built a fancy new website for your small business in West Michigan. The branding is on point, the graphic design is top-notch, and your “About” page tells a story so beautiful it would make Ernest Hemingway jealous.
Your inbox, on the other hand, is empty. What gives?
Well, it might actually be more about what your website isn’t giving, namely, information and a high converting CTA buttons.
Aesthetics are great, but conversions are what matter. You want a website that looks good AND drives customers to your business. Your header offers a simple way to do just that. A couple of SEO-focused tweaks to that website copy will help lead your potential customers right to what they’re looking for: You.
If you’re wondering how to write copy that converts, your website header is one of the best places to start.
The Formula for High Converting Copy
High-conversion copy isn’t a back-room secret or some kind of witchcraft. You just have to follow a formula based on a few essential marketing principles that will magically get your customers to do what you want them to (hmmm, maybe it is witchcraft?). The key is to use your home page header to convey your value proposition to your audience quickly and simply.
A value proposition outlines the problem your customers want to solve and, most importantly, how you’ll help them solve it. It’s your elevator pitch of what your business does and why people need your product or service. Put another way, it’s a simple statement that shows how your business adds value to your customers’ lives (nudge, nudge).
How to Write Copy That Converts Using a Simple Template
If you want to learn how to write copy that converts, start with a value proposition that explains who you help, what you do, and what action visitors should take next. Here is a basic format you can follow to turn your value proposition into high-conversion website copy. Phrase your value proposition according to the following formula and watch the clicks start rolling in:
I help [who you help] with [thing you do]. Click here to [connect/learn more/get in touch].
Why is this so effective, and why should this be the first thing your customers see on your website?
It’s simple. Don’t make your customers work harder than they have to. When you use this copy, there’s no puzzle to solve. Your customers will read your header and immediately what they can expect from you. This is important, since vague copy leads to high bounce rates.
It’s direct. It doesn’t just tell your customers what you do but also what they should do next. Click a link, fill out a form, send an email, whatever! Providing clear instructions with a strong CTA makes it easy for them to take action.
It’s informative. It provides just the important information they need to make a decision, no more, no less. You can pack a lot of information into a brief sentence about your business and the services or products you provide, without losing their attention.
BONUS: Use AI to Brainstorm Better Website Copy
Plug this prompt into AI to get started:
Write 5 website homepage header options for a [insert your type of business] that serves [your ideal client description].
My clients’ biggest pain point is [specific struggle]. The outcome my clients get from my [product/service] is [transformation/result]. The tone should be [tone].
Each header should follow this structure: address who is helped, what problem is solved or result is achieved, and include a call to action to [desired action]. Vary the angle. Lead with the pain in some, the outcome in others.
Use this template as inspiration:
I help [who you help] with [thing you do]. Click here to [connect/learn more/get in touch].
Steal These High-Converting Headers Today
Sometimes in digital marketing, there’s no need to reinvent the wheel. In other words, if a header is proven to work, and it makes sense for your brand, you can steal it. Of course, we don’t mean you should literally copy and paste Meijer’s website header into the web design for your local Grand Rapids grocery mart. But you can use it as inspiration. Treat the examples below as a starting point and put your own unique spin on it!
Below are examples of high converting copy you can adapt for your own homepage header. Steal one to customize for your website redesign!
- I provide [target customer] with [specific product/service]. Get in touch here!
- Helping [who you help] do [what you do] since [founding year]. [Book a consultation/schedule a call]!
- We sell [your products] to [target customer/persona]! [Browse our catalog/view our product line].
- I help [who you help] to [service you provide] so you can [customers’ idea of success]. Get started here!
- We’ll make sure [target customers] always have the best [product]. Get yours here.
- Empowering [ideal customers] with [service you provide]. Book a [consultation/call] here!
- Our [product] helps [target customers] to [meet your customer’s specific need]. View our [product] here.
- Doing [your service] to help [target customer] achieve [what success means for your market]. Get started today!
- Our [product or service] is designed specifically for [your customers] to help [need you meet]. [Order/book service] now!
- Ensuring [target customers] succeed in [need you meet] through our [product or service].
Work Smarter, Not Harder
Alright, now that your header is done, let’s focus on revamping the rest of your site. At GreenCup Digital, we’re ready to help! Whether you need a shiny new website (like some of these West Michigan brands we work with!), want to up your social media game, or improve your SEO, we have the tools and experience to help you get noticed.
Get in touch today to start building your online presence.
