Your Website's Salesperson
July 01, 2011 at 1:58 PM
When you get your website designed, website content usually comes below website design on the priority list. Often rushed and given little attention, poor content creates a "Paris Hilton" website– great to look at but not much substance.
Website copy is your website's salesperson. It's your company's voice online. Many business owners believe they are most qualified convey their products and services in the written form. After all, who knows the business, the products and the services better than they do? The reality is, writing just isn't everyone's strong suit. And that's OK.
Before deciding to write your own content for your website, it's important to assess whether your copywriting skills are up to the mark. If it's just not your thing, a professional website copywriter will ensure a high standard of website content. If you decide you're up to the challenge, here are some tips to help you get the most out of your website copy.
1) Write with your target customer in mind
Who is your target customer? What kind of language do they use? What motivates them to take action? What do they value? It's important to use language that really "speaks" to your target market. Imagine your having a conversation with this person on the phone. What words would you use? What tone and tempo? How would you gain rapport with this person. Think of your website copy like a conversation with your target customer.
2) Write for your customer, not for yourself
How many website's have you seen that start with "Welcome to OUR website. WE do such and such. WE'RE the best at it." Replace We with YOU. When your target customer comes to your website they have a problem they need help with. Show the customer you understand their problem, and then offer a solution. This way you're customer feels like you understand them, instead of just saying a bunch of stuff about yourself.
3) Write In terms of benefits
When someone visits your website, they don't just want a bunch of technical specs or lists of services. They want to know how what you do will improve their life in some way. For example: E.g. A tour operator sells a tailored, stress free holiday experience, not tour packages. an insurance broker sells peace of mind, not insurance policies.
4) Keep your content keyword rich
When writing your copy, make sure you're thinking about the main keywords people would use to find you in a search engine. Make sure you're using these key terms wherever possible in your website copy. This will help your search engine rankings for your website in a major way.
5) Research your competition
Before writing your website copy, the best way to get inspiration and ideas is to research your competitors. Read their website copy, and take note of what works and what doesn't. What information do they cover? What language do they use? What kind of headlines work? What problems to they solve?
Website copy is the voice of your company, and it needs to speak your massage clearly, building credibility and trust with your target market. If you'd like to discuss ways to improve your website copy, or you'd like to speak with a professional website copywriter, feel free to contact us. We'd love to hear from you.