Short Homepage Copywriting That Converts (Fill-in-the-Blank Outline)

You can write a short homepage that converts without stuffing it with text. The trick is to decide what the page is for, then write only what supports that one action. This post gives you a fill-in-the-blank outline for homepage copywriting that works for SaaS, services, and creators selling digital products. You’ll write top to bottom in scan order, so a new visitor gets the point fast, and the rest of the page answers the next questions they’re already thinking.

Note: This post contains affiliate links. I may receive commissions or bonuses if you click through the link and finalize a signup or purchase, at no cost to you.

For most short homepages, aim for 250 to 600 words total. Give the page one main goal (book a call, start a trial, buy now, join the list), and repeat that same goal in a few places. Picture someone scrolling with their thumb, not reading like a novel.

Before you write, pick one conversion goal and lock the message order

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Short pages convert when they don’t argue with themselves. If you ask visitors to book a call, join a newsletter, browse a shop, and “learn more” all at once, you’ll get a lot of “I’ll come back later.”

Pick one primary conversion goal and make every CTA match it:

• Book a call (service provider, consultant, agency)
• Start a trial (SaaS)
• Buy now (digital products, templates, bundles)
• Join the list (pre-launch, new offer, content-first businesses)

Then lock the message order. Above the fold (what people see first) should do four jobs:

• Headline (what they get)
• Outcome clarity (who it’s for, what changes)
• Proof (one strong signal you’re legit)
• CTA (one clear next step)

Below the fold is where you can earn the “yes”:

• Details, steps, FAQs, trust, policies

If you’re building a new offer alongside your small business content and your business foundations, it helps to keep the homepage as the “front door,” not the whole house. Your blog, examples, and resources can do the long-form explaining.

For more support on keeping your messaging consistent across channels, this pairs well with Top Digital Content Creation Tips for Solo Entrepreneurs.

Word count budget for a short homepage (use this and stop guessing)

A simple budget keeps you honest:

• Hero: 45 to 75
• Proof: 15 to 30
• Who for/not: 30 to 60
• Problem to outcome: 60 to 110
• How it works: 45 to 75
• Features (optional): 30 to 60
• FAQs: 60 to 120
• Trust: 20 to 40
• Final CTA: 35 to 60
• Footer: 10 to 25

If your offer is simple, skip features and let outcomes do the work. Keep FAQs tight if you want to stay under 600.

CTA wording patterns that fit almost any offer

Use clear, “say what it is” button text:

• Pattern A: Start [trial/plan/kit]
  
  Examples: Start free trial, Start the Starter Kit
• Pattern B: Get [outcome] in [timeframe]
  
  Examples: Get your first leads in 7 days, Get booked out in 30 days
• Pattern C: Book a [15-min/20-min] call
  
  Examples: Book a 15-min fit call, Book a 20-min roadmap call

Two quick rules: don’t try to be clever, and keep the secondary CTA lower commitment (See demo, View examples, Download sample). If you want a longer template pack to compare formats, Homepage Copy Template can be a useful reference.

Fill in the blank short homepage outline (top to bottom scan order)

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Photo by picjumbo.com

This outline is meant to be copy-paste friendly. Fill the brackets, keep the sentences short, and delete anything that doesn’t support your primary CTA. If you want more examples of homepage structure and positioning, How to Write Homepage Copy That Converts is a solid deep dive.

Above the fold: Hero block (headline, subhead, primary CTA, secondary CTA)

Purpose: state the main outcome and who it is for fast, then give one clear next step.

Template (fill in the blanks):
Headline: Get [desired outcome] for [audience] without [main pain].
Subhead: [One sentence on what you do/how it works], with [proof] or [differentiator].
Primary CTA: [primary CTA]
Secondary CTA: [secondary CTA]

Micro examples:

• SaaS: Get weekly content planning for coaches without staring at a blank calendar. A simple workspace that turns ideas into a posting plan, used by 1,200+ solo owners. CTA: Start free trial, Secondary: Watch 2-min demo.
• Service: Get a homepage that sells your offer without rewriting it ten times. Conversion-focused copy and structure in a 7-day sprint, based on real customer interviews. CTA: Book a 20-min call, Secondary: View examples.
• Creator: Get reusable resources for your shop without posting daily. Templates that help you build product pages and emails faster, updated monthly. CTA: Buy the template pack, Secondary: Download a sample.

Social proof strip (logos, numbers, or one strong quote)

Purpose: reduce doubt right after the hero.

Template options:
A) Used by [types of customers]
B) [number]+ customers, [result metric]
C) “[specific outcome]” , [name, role]

Micro examples:

• SaaS: 3,400+ workspaces created, average setup time: 12 minutes.
• Service: “Our inquiry form finally started bringing in the right clients.” , Maya, studio owner.
• Creator: 1,800+ copies sold, 4.8-star average rating.

Who it’s for, and who it’s not for (fast fit check)

Purpose: help the right people self-select, and keep support and refunds lower.

Template:
For you if:

• [audience marker 1]
• [audience marker 2]
• [ready behavior]

Not for you if:

• [misfit marker 1]
• [misfit marker 2]

Micro examples:

• SaaS: For you if you publish weekly and want a simple content system. Not for you if you want done-for-you posting.
• Service: For you if you have an offer and need clearer words. Not for you if you’re still changing the offer every week.
• Creator: For you if you sell digital products and want building content libraries to feel manageable. Not for you if you want a one-click “viral” plan.

Problem to outcome section (benefits, not features)

Purpose: name the real problem in the reader’s words, then show the better after state.

Template:
Problem: When you try to [do X], [pain Y] happens.
Outcome: With this, you get [desired outcome] in [timeframe].
Benefits: [save time], [reduce risk], [get result].
One line: Built for working smarter with content so your process stays sustainable content you can keep up with.

Micro examples:

• SaaS: When you try to plan posts, you overthink and skip weeks. With this, you get a 30-day plan in 45 minutes.
• Service: When you write your homepage, it turns into a biography. With this, you get clear sections that point to one CTA.
• Creator: When you launch, you scramble for emails and pages. With this, you get a repeatable content planning setup you can reuse.

How it works in 3 steps (make it feel easy)

Purpose: show the path so it feels doable.

Template:
Step 1: [Do X in Y minutes].
Step 2: [We do Z].
Step 3: [You get outcome].

Micro examples:

• SaaS: Pick your goal in 2 minutes, we build your weekly plan, you publish with less stress.
• Service: Fill out a short intake, we write and wireframe the page, you launch with one clear message.
• Creator: Choose your product type, customize the pages, sell with a clean checkout flow.

Features or offer details (only if the reader needs it)

Purpose: answer “what do I actually get,” without turning the page into a brochure.

Template:
What you get: [3 to 6 bullets]
Best for: [one line]
Different from [alternative] because [differentiator].

Micro examples:

• SaaS: What you get: content calendar, idea bank, posting checklist, team notes (optional). Different from a spreadsheet because it reminds you what’s next.
• Service: What you get: homepage copy, section order, 2 rounds of edits, handoff notes for your designer. Best for solopreneur marketing where time is tight.
• Creator: What you get: sales page layout, email swipe set, reusable resources for social captions. Different from a generic bundle because it matches one product and one CTA.

If you use PLR as part of your offer stack, keep it ethical and aligned with your voice. Unlock PLR Potential for Fast Content Creation can help you do that without sounding like everyone else.

Objection handling FAQs (pick 3 to 6 that match your buyers)

Purpose: remove the top reasons people hesitate.

Templates (edit to fit):

Q: How long does setup take?
A: Most people get through [first step] in [time]. If you already have [asset], it’s faster. If not, start with the minimum and improve it later.

Q: What if I’m busy right now?
A: This is built for creator workflows that come in short blocks of time. Do [small action] today, then finish the next section tomorrow.

Q: Will this work for my niche?
A: It works when you have [clear audience] and a [specific outcome]. If your offer is still fuzzy, start with the hero and “who it’s for” first.

Q: Is it worth the price?
A: You’re paying for [time saved/risk reduced] and a clearer path to [result]. If you use it once and reuse it each launch, the cost per use drops fast.

Q: What about switching from my current tool/process?
A: You can migrate in [timeframe] by starting with just [one piece]. Keep your old system running until the new one feels stable.

Micro examples (swap details):

• SaaS: “Do you integrate with Stripe?” A: Yes, connect in 5 minutes, or use a simple checkout link.
• Service: “How many revisions?” A: Two rounds, plus a quick polish pass for clarity.
• Creator: “Can I use this for client work?” A: Yes, if the license includes commercial use, and you don’t resell the raw files.

For more outline-style help (especially if you want a longer homepage), How to Write Your Website Home Page Copy (Free Outline) is another good reference.

Trust builders (risk reducers that are easy to scan)

Purpose: increase confidence right before the final ask.

Template bullets:

• [Guarantee or clear policy]
• [Credentials or experience]
• [Security or privacy note]
• [Support promise]

Micro examples:

• SaaS: 14-day trial, clear cancellation, privacy-first analytics, email support within 24 hours.
• Service: simple contract, milestones, no surprise fees, handoff checklist included.
• Creator: clear refund policy, file access forever, updates included for 12 months.

Final CTA block (repeat the outcome, lower the friction)

Purpose: give one last clear next step after questions are answered.

Template:
Heading: Get [desired outcome] starting today.
Line: Built for [audience] who want [result] in [timeframe], backed by [proof].
Primary CTA: [same as above]
Secondary CTA: [lower commitment]

Micro examples:

• SaaS: Get a content plan starting today. Start free trial, See a live example.
• Service: Get a homepage that points to one action. Book a 15-min call, View past work.
• Creator: Get product pages you can reuse each launch. Buy now, Download a sample.

Footer essentials (minimal nav, contact, legal)

Purpose: help people verify you’re real and find basics, without distractions.

Template checklist:

• Contact
• Privacy
• Terms
• Refund policy (if needed)
• 1 to 3 key links max
• Social link (optional)

Micro examples:

• SaaS: Status page link, privacy policy, support email, login.
• Service: contact form, availability note, terms, portfolio link.
• Creator: help email, licensing page, refunds, shop link.

Common short homepage mistakes (and quick fixes)

• Too many CTAs: pick one primary, and make every button match it.
• Headline says what you do, not what they get: rewrite as outcome first, method second.
• Features show up before outcomes: move benefits above features, keep features optional.
• Proof is buried: add a proof strip right under the hero.
• Audience is unclear: name the person and the situation (not just “entrepreneurs”).
• Vague claims: swap “save time” for “plan 30 days in 45 minutes,” or similar.
• Long paragraphs: cap most paragraphs at 1 to 3 sentences.
• Weak button text: replace “Submit” with Start trial, Book call, Buy now.

If you’re doing solopreneur marketing while juggling client work and content creation, these fixes matter because they reduce extra messages, extra DMs, and extra explaining.

One page self audit checklist (10 yes or no checks)

Copy, paste, and answer yes or no:

1. I have one primary conversion goal.
2. My hero says the outcome, audience, and a proof point.
3. My primary CTA appears 2 to 4 times, and it’s the same wording.
4. Proof shows up near the top of the page.
5. I include “who it’s for” and “who it’s not for.”
6. Benefits come before features.
7. I explain how it works in 3 short steps.
8. FAQs answer my top objections (time, price, fit, results).
9. I include trust builders (policy, support, credibility).
10. The page stays within 250 to 600 words, or I have a reason it doesn’t.

Next step: revise one block per day, starting with the hero.

A short homepage isn’t a writing test, it’s a decision path. Draft the hero first, then fill the rest in order, top to bottom. When you’re editing, cut anything that doesn’t support the primary CTA, even if it’s true, even if you like it.

Good homepage copywriting often feels almost plain. That’s a feature, not a flaw. If someone landed on your page for the first time, would they know what to do in 5 seconds?