your website homepage is your strongest SEO and customer relationship asset

28 Nov 2023
Neil Sheth

How many websites did you visit this week?

Apart from your usual haunts – LinkedIn, Twitter, Google etc, how many were unique?

Five to ten. Maybe more than twenty if you’re an adventurer.

Now, which of those sites made an impression on you? Stuck in your mind?

Which one is most likely to convert you into a customer somewhere down the line?

Is it the one with a well-thought through homepage…branding on point, relevant messaging, enticing copy – something that speaks to your soul?

Or the bland, corporate, look-like-everyone-else homepage?

We know which we’d pick.

your first and last impression 

We don’t want to be hyperbolic…but your customers are completely spoilt for choice.

So let’s climb the mountain of truth together.

9 out of 10 businesses we come across haven’t leveraged their website homepage as well as they could – losing leads and sales.

A nicely designed website/brand IS NOT enough.

If you want to rank on Google, drive traffic and, more importantly, build relationships and sales, you must get to work.

Here’s how you can optimise your website homepage to become your strongest SEO and customer relationship asset – step by step.

define your tone of voice (tov)

If your customer detects a whiff of ChatGPT in your messaging or copy, they’ll write you off as just another corporate entity.

That means you have to craft your tone of voice to sound like a character – one that your ideal prospect would like to interact with and buy from.

How you sound online is as important as how you sound in real life – both for likeability and persuasion.

Your tone of voice has to be consistent across your messaging and marketing channels – you don’t want to come across as fake.

By the way, it’s not just humans who trust a consistent TOV – search engines value it too. Be sure to align your voice across your homepage content, meta tags, and headers for a cohesive user experience and optimal SEO.

speak like your customer

This one is obvious. People are more likely to buy from someone they relate with. You can start right away – study your customer emails, social media messages and calls. Jot down what they say and bucket these into frustrations, desires, dreams and fears.

As you refine your messaging and write your copy, you’ll have a rich pool of inspiration to dive into – to take the words out of your customers’ mouths.

You can also count on natural language processing algorithms and semantic SEO – the art of using language to convey meaning – to further support your efforts of speaking like your customer.

find the perfect keyword for SEO

Win at chess while your competition plays checkers.

If you solve a specific problem, you can be highly targeted with your keyword and figure out the rest of your SEO strategy later.

However, if your business addresses multiple pain points, target a broad ‘door entry’ term. Your homepage, menu and sitemap will help your user navigate the rest of the way.

Do keyword research using tools like SEMrush or Ahrefs…prioritise search volumes, competition, and user intent.

Your homepage is your foundation – while your keyword is the keystone: unlocking the full potential of your website.

expand your SEO search to find what your homepage needs

Now it’s time to traverse the SEO trail. Start with the first page of Google. 

Spy on your competitors. Reverse-engineer what worked for them by examining on-page elements, backlinks and user experience. Identify patterns – but don’t limit yourself to rote copying.

Google’s algorithms love originality so be sure to insert your personal opinions and views into your homepage’s messaging and bring your uniqueness to life.

find your story and turn it into data

A compelling narrative isn’t enough – you need to optimise your homepage for SEO dominance. 

Highlight key information, build trust with reviews and ratings, and establish your industry expertise to give better context to the search engines crawling through your homepage. That’s what structured data markup is all about – providing explicit clues to search engines about your content while leveraging technical storytelling.

craft compelling copy with SEO sprinkles

Now we get to the fun part…putting your messaging and ideas into words that make your customers feel something – also known as creating compelling copy. Here’s where you can put all your tone of voice efforts and SEO optimisation into practice.

Make your copy skimmable and easy to read. As our creative director, Rach, says…

headlines and subheads should make your user feel something

You don’t just want to rely on powerful words, though – delivering them at lightning speed is an art in itself. Google’s algorithms favour fast-loading pages, so integrate Content Delivery Networks (CDN) into your homepage to ensure quick load times for users worldwide.

53% of mobile users abandon sites that take longer than three seconds to load, according to Google.

create visually appealing design concepts 

Give your designer some fresh creative thoughts – and see that they work closely with your copywriter for maximum effect. If you have a theme in mind for your website (we’re partial to blooming flowers here at writefully), incorporate those ideas wherever you can.

On the flipside, a great website design isn’t just about pretty visuals – it’s about the user experience. You need to prioritise responsive web design and optimise ruthlessly for mobile. That’s how you retain user interest and keep the search algorithm gods happy.

bringing it all together 

When technical precision and human storytelling meet, you can work wonders. Your website’s homepage is the best starting point to put all these thoughts into practice.

After all, you never get a second chance to make a first impression.