Gather the inputs.
Your homepage does not need a bigger slogan. The prompt gives you a structured first draft, then asks you to check whether the words match the business.
Write down the audience in plain language. Name the problem they recognize, the service or product you actually provide, the outcome you can describe without a guarantee, and the first action you want a visitor to take. Add any limits: geography, eligibility, delivery method, or offer conditions. List only proof you have permission to publish.
If you cannot explain the offer without adjectives such as “innovative” or “premium,” pause the prompt. What does the team do that a customer can observe?
Copy the prompt.
Act as a homepage copy editor. Our business helps [specific audience] with [recognizable problem]. We provide [actual offer or service]. The practical change we help them make is [outcome we can explain without a guaranteed result]. The next step is [action and destination]. Our relevant proof is [verified, permitted proof, or “none available”]. Our limits are [scope, geography, or conditions]. Draft five H1 options under 12 words, each with a different angle. For each, write a two-sentence support line and a specific CTA label. Use direct language. Do not invent a claim, price, guarantee, testimonial, timeframe, or credential. Do not write “welcome to” or a vague transformation promise.
Do not put private customer records or credentials into a public AI service. Use a short, non-sensitive summary when testing a draft externally.
Review the result on the page.
Read each option beside the actual navigation and first visual. Could a stranger tell what the business does in a few seconds? Does the CTA lead to the exact promised step? Does the support line add useful context instead of repeating the headline? Remove an option if a qualifier is missing or a claim would need proof you do not have.
Test one candidate on a narrow screen. A long headline may push the explanation and action out of view. Keep the sentence that changes the decision, not the one that sounds most dramatic.
Write beyond the hero.
The first screen is an invitation to continue. The next section should answer the visitor’s immediate question: how the work happens, what is included, why to trust the process, or which service fits. If visitors need a full service explanation, send them to a focused page instead of stuffing the homepage with every keyword.
Use the branding questionnaire when the audience or positioning is unsettled. Website copywriting can help connect the full page to the service journey.