Last year I wrote in this article Copywriter: Hiring the Web Copywriting Services You Need | Angela Booth’s Creativity Factory:
“If you want to smile, go to a search engine and enter ‘home’ into the search query field. There are four billion results in Google — four billion pages, all called ‘home’. Admittedly most of those billions of pages weren’t written by copywriters.
However, you can use this as a rough measure of your web copywriter’s competence. Ask your prospective web copywriter for the links to pages that he’s written and for his own site’s URL. If you find that any of the pages he’s written have ‘home’ as the page title, you’ll know that your web copywriter doesn’t understand the web.”
Copywriting for the Web is vastly different from writing copy for print.
Your Web copywriter needs to know the basics of search engine optimization (SEO). And no, that doesn’t mean stuffing pages with keywords. It means understanding the importance of both on-page and off-page SEO.
And understanding why “home” is such a silly error — and error which is costing YOU many thousands of dollars in wasted time and opportunities. If you’re spending money on advertising, it also means you’re wasting money on that.