I rewrote my homepage 6 times and it still doesn't convert

Rewriting doesn't help if you're rearranging the same unclear ideas. The problem isn't the words — it's the underlying positioning that the words are built on.

Draft one sounded too corporate. Draft two was too casual. Draft three tried to say everything. Draft four was minimal but vague. Draft five copied a competitor. Draft six is a Frankenstein of all five. None of them convert. So you start draft seven.

Why rewrites don't work

Each rewrite shuffles the same deck of cards. You're choosing different words, different layouts, different emphasis. But you haven't changed what you're actually saying. You're still leading with the same unclear positioning, just dressed up differently.

Rewriting is editing. What you need is a foundation.

The foundation test

Read your current homepage and answer three questions: 1. After reading the headline, does a stranger know who this is for? 2. After reading the subheadline, do they know what problem it solves? 3. After scanning the page for 10 seconds, do they know what to do next?

If any answer is no, another rewrite won't fix it. You need to decide those three things first, then write.

A DTC brand that was stuck on draft nine

They'd been rewriting their homepage quarterly. Each time, the founder brought in a copywriter who asked "what do you want to say?" The founder gave a different answer each time.

The root issue: The founder didn't know who the primary customer was. She was writing for "wellness-conscious women aged 25-45" which is half the adult female population.

The fix: She defined one customer: "Women who just had their first baby and want to feel like themselves again." Every word on the homepage snapped into place. She stopped rewriting because there was nothing left to debate.

How to stop rewriting

1. Answer: Who is this for? (One specific person.) 2. Answer: What's their frustration right now? (One specific problem.) 3. Answer: What changes for them? (One specific outcome.) 4. Write the homepage around those three answers.

If you can't answer all three in one sentence each, that's your real problem. Not the copy.

servo asks you these three questions and produces the homepage messaging that makes rewriting unnecessary.

People also ask

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