(If you're reading the "3 ultra-short tips" series for the first time, these are the tips I send out every second week to give you a break from the in-depth stuff)

Raise your hand if you tend to scroll past the intros in emails and blog posts, and jump straight to the first bold heading.

Wow, so many hands!

Then I say let's make your jump short and painless, and dive right into the meat (ok, this sounds gross... but you get the point).

#1 Should you prominently display latest blog posts on your homepage?

Yes. No. Maybe.

This depends on two things:

1. The way you earn money from your website.
2. The goal of your homepage.

Here's what I mean:

Include latest blog post on your homepage, if:

• Blogging is the most important part of your business (for ex., you're a writer promoting your books, affiliate marketer, freelance blogger, etc.).
• You offer services and rely on establishing yourself as an expert to get client inquiries, and the majority of your blog posts are really good (for ex., you're a coach, consultant, copywriter).
• Your sales funnel starts with getting people on your list, which often happens after they read a blog post.

Don't include latest blog posts on your homepage, if:

• Most people come to your website with a strong intention to buy (for ex., if you run an eCommerce website).
• You need to explain a lot about your offer on your homepage, and including the latest blog posts doesn't fit the homepage "story".
• You have a total of 4 blog posts over 2 years.
• Your blog posts suck, if we're honest

"But I want to include the blog posts on my homepage no matter what!"

Sure. Your website, your rules. But don't expect things that you only do "because you want to" to do something for your business.

If you have no plan, luck is your only friend, and everybody who's ever played lottery can tell you that it's not a friend you can rely on.

#2 Avoid saying this on your website (unless you want to come across as a condescending know-it-all)

Isn't running a website fun? There are indefinite ways you can mess it up! So, it makes sense to talk about at least 2 of such ways today.

These 2 phrases make you come across as a condescending know-it-all:

1) "Research suggests"

...as in "Research suggests 80% of the new businesses fail."

Are you trying to scare your prospects into hiring you?

"Will I be among those 80%? Oh no! Let's hire this person who knows cool stats!"

Nice try, but this isn't going work.

"Research suggests" is unspecific (In what niche? For businesses of what sizes?), and, thus, won't scare anyone but leave an unpleasant aftertaste.

Also, your smart prospects know the true value of averages. Because - haven't you heard? - Serena Williams and I won 11,5 Grand Slam titles on average each.

#eyeroll

2) "If you're X, you know that..."

as in "If you're a business owner, you know that copy helps you sell more."

Ok, but if you know I know, why are you telling me this?

And if I don't know, should I feel bad about it? Because it seems like every business owner is supposed to know this, so...

***

I get it. You're trying to show your prospects that you understand them in your own, how should I put it mildly,  peculiar way.

Here's what to say instead without sounding condescending:

• Be clear about what you want each sentence to achieve.
• Talk to your prospects directly, without any hidden agenda.

Want to point out a fear they may feel? Say, "Are you afraid of X?"

Want to point out a benefit of your offer? Don't imply your prospects know it. Tell them why it's the case and how it will make their lives easier.

#3 Here's an answer to an ordinary question that will change the way you treat your web copy

...or give you a great way to explain the importance of copy to your clients.

I was recently interviewed for a podcast (it will come out in September, I'll let you know) and was asked why copy is important.

You may be tempted to answer, "Because it helps sell your product (duh!)".

And you would be right.

But this short explanation doesn't really show *how* important it is. That sounds like something one person says and another brushes it off.

So, when I was asked why copy is important,

...I remembered a game I used to play as a kid.

One had to build a bridge between two points and then run a simulation letting a train cross it. Once the train starts driving, you can't intervene.

If your bridge is strong, the train reaches the other side, and go to another level.

But if your bridge is a monstrosity you built by guess-arranging your blocks with no respect for laws of physics or engineering, the train won't make it over.

Your copy is a lot like that.

Your copy is a bridge

A bridge between the place your prospects are in now and where they need to be to convert. 

You can’t build your bridge in a hurry. Nor let it be built by someone who isn’t an engineer.

Because good bridge isn’t just a collection of bricks. The same way as good copy isn’t just a collection of words.

'nuf said.

***

This would be all from me for this week. This and a quick reminder that only the next 4 lucky people will save $30 on my professional homepage review.

Warm greetings from Germany,

Gill