70Writing a Home PageWe Get You
It's apt that we use the very human home to refer to the main page of a website, because that word evokes warmth and belonging.
That's exactly the mind-set to get into when you create content for your own business's home page—the Web page that is rendered when your business's domain name is typed into a Web-enabled device.
That page is a metaphorical threshold to your business.
Just as in your own actual home, you want visitors to feel welcomed as soon as they step in—to feel comfortable, to sense that you're happy to see them. And because this is your business, you want them to get a sense of their surroundings in the blink of an eye: an idea of who you are and what you do and—this is critical—why it matters to them.
What follows are some guidelines for writing home page content. But first, a caveat: There are many variables—related to the nature of your business and its goals—that determine what will make a successful home page for your business. So keep in mind that I'm advocating a general approach and not delivering a prescription.
Speak to your audience. Who is your audience? Whom do you want to attract? And—just as important—whom do you not want to attract? All good content is rooted in a clear understanding of your audience.
That sounds obvious, doesn't it? But it's surprising how often companies overlook their audiences and use their ...
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