Infographic: How Much Copy Should You Use On Your Home Page?

by Sean Work

Last updated on July 24th, 2017

There’s no question that your home page is the most important page on your website. It’s incredibly important for converting visitors into customers and it’s also deathly important to your SEO.

Usually, having concise home page copy in addition to a clutter-free experience tends to be the best for increasing conversions. But on the other hand, it’s the worst for SEO. Generally, a long and descriptive home page is probably your best shot at letting the search engines know what your business is about.

So what do you do?

  • If you’re a startup – Shoot for descriptive copy. Keep your main USP at the top of the page in a clutter-free zone. If you need people to sign up, include the necessary forms or calls-to-action in that same zone. Keep your descriptive copy about what you do below this area.
  • If you’re an established business – And your SEO is in good shape (which means you probably have a good link profile), feel free to experiment with concise and longform copy to see what converts best for you. Keep an eye on your SEO performance as well and record any serious jumps along the way.

The infographic below is a good recipe to follow if you’re in the midst of tackling this very problem.

how much copy should you write on your home page

This infographic was originally published on

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Sean Work

Between rocket science and space shuttle design at Boeing and NASA to building the Kissmetrics blog to 1 million monthly readers, I’ve also helped dozens of online businesses with PPC, SEO, and Conversion Rate Optimization. If you have any questions about generating success online, write me a question now at


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  1. micheal says:
    November 23, 2016 at 8:13 am

    Thank you so much for covering this topic. I have been wondering about what I need for my home page when I start my new website. I really like your home page for was it hard to design. With your blessing I would like to ask if you would mind that I use a similar design. I greatly appreciate your insights into this.

Show Me My Heatmap

Playing around w/ @CrazyEgg and like it so far. Quick, nice and simple. Also easily implementable with #googletagmanager built-in tag.

Brandon K. Lee


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