After a decade of planning and writing business website content, I’ve discovered some clear rules that if followed, will get you quickly and clearly understood by your ideal clients, helping you to create a meaningful connection with them.
Website copy is NOT an afterthought
Inexplicably, for most companies website messaging and copy is more of an afterthought, which makes zero sense because –
if you can’t explain your own business in simple, clear terms that your audience can quickly grasp, then you’re most certainly missing out new business opportunities.
How do most companies write their web copy?
More often than not there’s no real process behind how companies plan and write their web copy. Usually their starting point is to name their web pages (e.g. About, Services, Clients, Contact etc.) and then just write copy for each section.
The problem with this simplistic approach is that when users go to read the website, without a clear narrative that takes the audience on a journey, the company’s message can feel ambiguous and disjointed, so the message just won’t get through.
There’s no place like Home
When users arrive at your website you have just a few seconds to capture and keep their interest. Dancing-gnomes-in-drag might well do the trick, but it won’t help unless you’re in the business of dancing-gnomes-in-drag.
Front and centre on your ‘Home’ page should be your company value proposition – a simple, clear statement that tells your audience:
- What your business does
- The value/benefit you bring to them
To the point.
Clarity is King.
Learn more about your value proposition here – xx link xx
Stepping stones move your reader towards action
With clarity about what you do and how you can help them, your audience is now more likely to stick around and scroll down. Next we need ‘stepping stones’ copy that smoothly moves them along the path to clicking on your CTA (call-to-action) button.
How exactly can you help?
Your customers will want to know exactly how you can help. Now it’s time to roll out your system/process/methodology – whatever it is you do to find a solution to their problem. You don’t have to give away your trade secrets, but do give them enough information to prove you know what you’re doing.
Show me the moneyyyyyyyyyyyyyy proooooooooooooooooof!
Potential clients will want to know if you have the experience to deliver against your promise. This is where your case studies earn their keep, by helping you prove your worth, through examples of other successful projects you’ve delivered.
When writing case studies for your website, there’s no need to channel your inner Tolstoy – keep them short, sweet and to the point, otherwise they might not get read. (You can always write a longer PDF version for users to download and learn more).
If you want to write brilliant case studies, click here… ** add link to case studies blog **
How will you change your customer’s life?
One of the best ways to help your prospects cross the line and get in touch is to help them visualise what their life will look like after working with you.
The transformation in your client’s business from working with you is the final key message to deliver in your website narrative. Brainstorm what their lives are like now (before working with you), and how their life/business will improve after working with you, to nicely round off your website narrative.
Your website visitor now knows:
- Who you are
- What you do
- How you can help them
- What their life will look/ the transformation in their business after working with you.
The final piece of the puzzle…
Call your prospects to ACTION! People won’t do what you want them to unless you ask them to do it. This is where your call to action (CTA) buttons come into play. Your CTA explicitly tells your audience what they should do next:
- Fill out a contact form
- Sign up to a newsletter
- Download a PDF
- Register for a course/event
- Ask for a demo
It also gives you a great opportunity to capture their contact details – the gold dust that enables you to connect with them directly by email, and longer term to build and nurture your very own community/tribe.
For anyone not quite ready to speak to you, it’s helpful to have a second CTA (another stepping stone), like a ‘Download this cunning content about how to …‘ button, with some original, value-packed content that helps them learn something new or do something better.
And finally …
Add your company contact details and social links and you’ll have everything in place on your website to clearly tell your audience who you are, what you do, how you can help them, your experience and how they can get in touch. Boom.
Get in touch to chat about your website copy. Even if we don’t work together, I’m always happy to meet new people and give advice. [email protected]