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Homepage copy: what you shouldn’t write
A homepage should explain in seconds who you are and what to do next. Long walls of “world’s best” and “European standards” usually don’t help — readers have seen that a hundred times.
Below: typical copy junk and how to write shorter and more honestly. Block frame and CTA live in the homepage structure article; here the focus is copywriting.
What annoys people on a homepage
Empty superlatives without facts: “world expert,” “best specialists,” “innovative technologies.”
Industry clichés: “personalized approach,” “European standards,” “full suite” when the list has three services.
Tautology and bureaucratese: “professional specialist,” “highly qualified professional,” “carry out activities.”
Style mix: “you” then “You”; addressing the reader, then talking about the company in third person with no system.
Common junk:
- “best / #1” with no basis
- “creative” with no meaning for the audience
- keywords forced into the syntax
- fake or bureaucratic “reviews”
What to put instead of a wall of text
A short offer: who you help and which problem you solve. 3–5 concrete benefits (timeline, geo, format, guarantee) — not adjectives.
Proof: figures, cases, real reviews, work photos — without theatrical delight.
One clear CTA. Service details, prices, and “about” belong on their pages; the homepage leads, it doesn’t replace the site.
Style and keywords
Pick “you” or a formal address and keep it across the site. Numbers and prices in one format.
Subordinate keywords to meaning: first a clear sentence, then semantics. Awkward SEO copy scares people more than a missing keyword in the H1.
Don’t sell “everything at once” on the first screen: prestige, mood, and service outcome often beat a procedure list.
What to remember
Brevity and facts beat clichés.
Superlatives — only with proof.
The homepage isn’t a warehouse for every site text.
FAQ
Do I need a big SEO text on the homepage?
Usually no. Offer, benefits, proof, CTA. Long service descriptions belong on inner URLs.
Why is “best” harmful?
Without proof it sounds like noise and can draw claims against ads with unjustified superlatives. Prefer facts: timeline, case, guarantee, what’s included.
Can keywords sit on the homepage?
Yes if they read naturally. A clumsy “beauty salon metro …” insert hurts trust more than it helps search.
Is “You can…” weak?
Often yes: it sounds like permission, not a result promise. Stronger direct lines: “Book…,” “Get….”
How many paragraphs on the first screen?
One short lead + a benefit list or service cards. A wall of “about us” — lower or on a separate page.
Do reviews belong on the homepage?
Yes if they’re real. A template “quite satisfied” with no detail is worse than no block.
How is this different from the homepage structure article?
That one covers header, blocks, CTA, footer. This one covers which words and filler lines to cut from the copy.
Is this only for beauty salons?
Examples from a niche; the rules are general: services, B2B, clinic, school — same clichés.
Homepage full of “best / personalized / innovative” with no proof?
We’ll cut the clichés and leave a short offer, facts, and one clear CTA.
Discuss the task
