A homepage copy template you can fill in

Key takeaways

A homepage copy template gives you a prompt for each section, so you write answers rather than stare at a blank page. Fill in the hero, proof line, problem, services, process, proof, FAQ and closing action in order. Use plain sentences first, because polished wording is much easier to add than missing substance.

• Write section by section, in the order buyers read.
• Aim for 400 to 700 words in total.
• About 10 words for the headline, 25 for the subheadline.
• Replace each prompt with facts from your own business.

What does the homepage copy template contain?

It contains one prompt per section, each answering a buyer's question. Complete the sentence starters with your real details, then edit them into your own voice. Do not worry about style at this point. The aim is a complete first version where every section has real content.

• Headline: We help [buyer] get [result].
• Subheadline: How you do it, for whom and where.
• Button: The action, in plain words.
• Proof line: Reviews, clients, years or credentials.
• Problem: What buyers are dealing with now.
• Services: Three to six offers, each with a one-line result.
• How it works: Three steps from enquiry to result.
• Proof: A review or case with detail.
• FAQ: The questions that stop people enquiring.
• Closing: Restate the offer and repeat the button.

• How to create a high-converting homepage for an SME
• Homepage structure for a small business website

How much should you write for each section?

As a Global Bridge Labs (GBL) rule of thumb, allow about 10 words for the headline, 25 for the subheadline and 40 to 80 for most sections, for 400 to 700 overall. Some pages need more, particularly complex B2B services. Nielsen Norman Group found 79% of users scan, so each line must work alone.

• Homepage copywriting: a word budget for each section
• Too much text on your website? How to tell and what to cut

How do you fill in the headline prompt?

Start with what you do and who it helps, using the customer's own words. 'We help Leeds landlords pass electrical inspections first time' is stronger than 'Excellence in electrical services'. Write five versions without judging them, then pick the plainest. Headlines often come easier once the rest of the page exists.

• Website value proposition: say it in five seconds
• Choose between two homepage headlines without an A/B test

How do you stop a template sounding like a template?

Add details only you could write: your actual process, your area, a typical job, a real objection. Read each sentence and ask whether a competitor could say the same. If they could, replace it with something specific. Template structure is fine, because visitors never see the structure, only the content.

• Why specific claims convert better than adjectives
• Edit your homepage draft: cut it by a third

When should you drop the template?

Drop it, or reorder it, when your buyers ask different questions in a different order. A plumber's page needs the phone number and coverage area long before a process section. Treat the template as a checklist, and let your research decide the sequence and which sections stay.

• Which homepage sections can you leave out?
• The five questions every homepage visitor needs answered

What does this look like in practice?

A pattern we see when owners use a template: the hardest section is usually proof, and the blank box reveals that nobody has been collecting reviews or examples. That discovery is valuable. It is far better to find the gap in a document than after the designer has left a neat space for it.

• See client work
• Website Design & Development for UK businesses

Homepage copy template checklist

• Fill in every section once, roughly.
• Use customer language wherever you can.
• Keep the headline to about 10 words.
• Keep the page to 400 to 700 words.
• Replace generic claims with specifics.
• Read the whole draft aloud.

• Build your new homepage on a staging site
• Draft homepage copy with AI, then make it yours

Next step

Copy the ten prompts into a document and fill them in before lunch. You will end up with a rough page that a designer or a copywriter can work with immediately.