Search engine optimization for small and very small businesses.

Is Less Copy Better?

Don’t overload your home page

Lots of website owners want to avoid having too much copy on their home page. And while it’s true that a home page with an intimidating amount of copy can scare some people away, you don’t want to go overboard with the sparse copy principle.

Home page copy: how much do you need?At a minimum your home page needs to indicate clearly and concisely what you do or what you sell. You have about three seconds to convince visitors that they’re in the right place. If they have to search to find if you’re really the website they’re looking for — or worse yet, if they have to click to an internal page to find that out — you’ve lost them.

As the copywriting experts at Market It Write put it, there are five things you need to know before you pare down the copy on your home page. Then go ahead and make your home page punchy yet still informative enough so your potential customers know it’s worth their while to stick around and read more of what you have to say.

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  1. Well this confuses me: Isn’t the home page the page that is supposed to capture the attention of the search engines? If that be so, isn’t copious text, with generous sprinkling of keywords, needed? Merely indicating what I do seems anemic.

    • No, the Home page is definitely NOT the page that is supposed to capture the attention of search engines. The home page is where people who already know your company, firm, or brand name will end up. Otherwise, they should often find your internal pages displayed in the search engine results.

      A family law firm, for example, that covers diverse practice areas divorce, mediation, paternity, child custody, domestic violence, wills and estates (for example) cannot hope to optimize their home page well enough to be highly ranked for all of them. Someone searching for a divorce lawyer will probably find their divorce page showing up in search results.

      And that’s good, because a searcher needs to grasp within the first three seconds (according to recent research) that they’re on the right page. If they end up on a page all about divorce, they stay, read, and interact with the website. If they end up on a home page that simply says it’s a family law firm or perhaps has a bullet list somewhere listing all the things the firm does, they are increasingly likely NOT to read far enough to discover that but will click the browser back button and move on to the next listing in the search engine.

      Your inside pages are critical.

  2. Very clarifying. Thank you.


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