It may surprise you, but when I accept a new website copywriting project, I never start with the Home page. In case you’re thinking this is eccentric – that the Home page is the most important on most websites, and certainly the most linked-to - just ponder for a second.
A website’s Home page usually sums up the whole business and provides links off to the other main aspects of the business. And yet, how can a copywriter describe the true essence of a company without first knowing about the other corporate elements, the products and services?
The client will obviously know what these elements are. Potential customers – and copywriters – on the other hand, definitely will not. It therefore makes sense when writing websites to start with the main product pages and/or services – and maybe colour this with information from what will become the About Us page. Only when these pages are complete does it make sense to embark on that all-important Home page!
This has to be one of the main benefits of hiring a website copywriter. Bringing together the various strands of a business and organising the facts in a coherent and objective way will stand up to scrutiny by even the most critical potential customer. Approaching the website copywriting in a way that at first seems illogical does in fact deliver a superior end result.
