Today I want to hone in on a tiny but mighty part of your website homepage - your buttons. These are your conversion epicentre. In fact, when copywriters are optimising websites for conversions they will often ‘work from the button out.

Although this button advice applies to all pages of your site, it’s most crucial on the homepage, so we’ll focus our attention there.

Find the words or phrases your customers use to describe what you do and the problem you solve.

Then use these EXACT words and phrases in your copy. Seeing the words in their head reflected in your copy will make your audience sit up, listen and think you’re a psychic genius.