What to write on your Homepage (that doesn’t sound like every other candidate)

Spoiler: “Welcome to my campaign website” is not it.

Your homepage is the first thing voters, donors, and reporters see. It’s your handshake.
If it feels generic, forgettable, or like a college civics assignment, they bounce.

Here’s how to write one that doesn’t sound like ChatGPT binged 12 candidate bios and forgot what state you’re in.

Your Headline = Why You’re Running + What You’re Running For

This is the bold text at the top. It should be clear, not clever.

Good examples:

• “Teacher. Mom. Candidate for School Board.”

• “Running for City Council to make St. Louis work for working people.”

• “Born in the district. Fighting for it.”

Avoid:
“Welcome to my campaign website,”
“Together we can create a brighter future,” or anything with the word “solutions.”

Your First Paragraph = The Real Reason You Stepped Up

Keep it short. Keep it human. Tell them what pushed you to run.

Example:

When our neighborhood school lost its nurse and reading specialist in the same year, I decided enough was enough. I'm running to fight for the resources our kids deserve.

This builds trust and relatability fast — without sounding like a résumé.

One Big Call to Action

Pick one primary ask for new visitors.
Donate. Volunteer. Sign up for updates. Just one.

Put that button near the top, not buried under a wall of text.

A Photo That Doesn’t Look Like a Mugshot

People want to know who you are. That means a clear, warm, recent photo — not one cropped from your cousin’s wedding.

And if you’ve got a great photo with your community? Even better.

Optional Bonus: Three Quick Priorities

If you have space, try a simple “What I’m Fighting For” section. Keep it snappy.

• Safer streets

• Fully funded schools

• Housing people can afford

Think yard sign language, not legislation.

TL;DR

Your homepage should say:

• Who you are

• Why you’re running

• How they can help

That’s it. Don’t overcomplicate it.

Need Help?

Download the free Campaign Website Launch Checklist or let us build your whole site for you in two days with Done-For-You Setup.