Writing Concise Content for Home Pages

More SaaS buyers are discovering products inside ChatGPT, Perplexity, Claude. And LLMs don’t care about your backlinks. They care about how your website reads. Most SaaS websites are built for humans. But what if you also built for LLMs? Because that’s where discovery is heading Not just Google search, but ChatGPT, Perplexity, and Claude. And LLMs don’t “crawl” your site the way Google does. They don’t care about backlinks or sitemaps. They read your site like a smart intern. What does that mean? → They skim. → They rely on clarity. → They make sense of what’s visible and structured, not hidden behind animations or fancy layouts. If they can’t quickly understand what you do or who you’re for, you’ll get skipped over, not because your product isn’t good, but because your site didn’t explain it well enough. So let’s break down how to fix that. Here’s how to structure your 3 most important pages: 1. Homepage → Write your core offering in plain English. Avoid buzzwords like “synergy” or “next-gen workflows.” Say what you do. Who it’s for. And why it matters. → Use examples. LLMs love specifics. “We help HR teams schedule interviews 10x faster” will always beat “We revolutionize team collaboration.” → Show real use cases. LLMs latch on to context, not just features. 2. Features Page → Explain each feature like you're onboarding a new hire. What does it do? Why does it matter? Who needs it? → Use headings and bullet points. Structured info = better context extraction. → Link internally. Guide the model to deeper content, don’t make it guess. 3. Blog → Don’t just write for keywords. Write for understanding. Answer questions users actually ask in AI tools. → Format matters. Headings, summaries, and lists help LLMs extract meaning. → Add citations. Back up your claims. LLMs reference sources in the same way people do. This isn’t about SEO in the old sense. It’s about helping LLMs talk about you accurately when users prompt them. And in a zero-click world, that might be your biggest discovery channel.

If your website visitors have to “figure out” what you do, they won’t. They’ll leave. I review websites for a living, and I can tell you exactly when someone will bounce: 7 seconds. That's the brutal window you have to convince a visitor they're in the right place before they hit the back button and disappear forever—potentially taking thousands in lost revenue with them. ➡️ The most common culprit? Ineffective copywriting that reads like a personal diary instead of a client conversion tool. You know the type: vague hero statements about "empowering transformation" without ever specifying WHO you help or WHAT problem you actually solve. Your ideal clients aren't playing detective. They're frantically searching for solutions to their specific problems, and if your copy doesn't immediately show that you understand their pain points, they'll find someone who does. Here's how to refine your website copy for more leads: 1️⃣ Scrap the clever-but-confusing headline and craft crystal-clear copy that directly addresses your target audience's biggest fear or challenge 2️⃣ Structure your copywriting to answer four critical questions within seconds: Who do you help? What problem do you solve? How do you solve it? What makes your approach different? 3️⃣ Write concise service descriptions with compelling copy that creates a frictionless path to booking a consultation Your website copy should work like your most enthusiastic sales rep—clearly communicating your value proposition, anticipating objections, and making the next step obvious. 💡 Take a fresh look at your copy through your visitors' eyes. Can someone understand exactly who you help and how within seconds? If not, your copywriting is asking too much of them—and they'll reward you by leaving. And if you want a Certified Conversion Copywriter to do it for you, just ask 👇 https://lnkd.in/eg5RBggR ✚ Follow Samantha Hawrylack, MBA for all things SEO, copywriting, email marketing, content marketing, and digital growth. I'm on a mission to help brands scale with data-driven marketing strategies that generate massive visibility and effortless sales while having lifestyle freedom.

As a broad rule, avoid long home pages. Most first-time visitors skim. They're quickly trying to figure out - 'what is it?' (positioning), - 'what can I do with this?' (value prop), - 'why this over others?' (differentiation). When a page gets very long, the attention gets diluted. They're not sure what to look at. They skim over more/most stuff. If you cram everything there is to say on a single page, odds are they walk away remembering nothing. Too many messages result in low recall. Don't confuse length with depth. Instead, focus. Decide on three things you want the audience to know about you. The three most important things, the three most compelling things you can say. The information hierarchy of your home page needs to stem from that.

Most homepage messaging is written for internal ego, not customer understanding. You see it all the time: • "Innovative solutions for a connected world" • "Award-winning team with cutting-edge strategies" • "Empowering brands through digital transformation" Cool. But what do you actually do? And who is it for? The problem is that homepage messaging often gets written by committee for the leadership team, not the end user. It sounds impressive in a vacuum, but it’s meaningless without context. Strong homepage copy should answer 3 things quickly: 1. What problem do you solve? 2. Who do you solve it for? 3. Why should they trust you? Not with buzzwords. Not with jargon. But with clear, specific language that your actual buyers would say out loud. We’ve rewritten homepages for clients where changing just the H1 and first two sentences made bounce rate drop and conversions go up. It’s not about sounding clever. It’s about being clear.

🔑 Building a high-impact website doesn't need to be complicated. After 30+ years in marketing, I can say definitively that in the early days, simple sites save time — and work much better. When you're bootstrapping a new business, start with just three essential pages: 1. A Home page that clearly states who you help and how 2. An About page that builds trust and shows who's behind your solution 3. A Contact page that makes it easy to reach you That's it. Three pages gives you a minimum viable website. Looking at countless new businesses, I've noticed founders often get trapped spending months building elaborate websites with dozens of pages, when they could have been collecting leads and validating their ideas much sooner. Let's talk about your Home page first: Think of it as your digital handshake. It’s brief, memorable, and focused on your visitor's needs rather than your technology stack (I shudder at how often I see this mistake). The best Home pages I've seen aren't the flashiest - they're the ones that immediately answer "Am I in the right place?" for ideal prospects. Your Home page needs just four elements: 1️⃣ A clear headline stating who you help 2️⃣ A brief explanation of the problem you solve 3️⃣ What makes your approach different 4️⃣ One obvious call-to-action Remember: A confusing Home page is a conversion killer. Keep it focused on one key action you want visitors to take. Next week, I’ll share details on how to create a minimum viable About page.