How to Write Website Copy That Turns Visitors Into Customers
A website is essential for every business today. Why? Think about your own habits when looking for a business or gathering information. Chances are you start online.
While most people understand the importance of having a website, some can be overwhelmed at the prospect of actually writing the content for their site.
If this is you, don’t worry.
This post will walk you through every step you need to take to craft website copy that brings the benefits of your business to life for your potential customers.
1. Relax.
Before diving in, remember that a website isn’t like printing a brochure or shooting a video. Changes can be made quickly, easily and inexpensively. You’re never stuck. If you don’t like something, change it.
2. Shift Your Mindset.
If your mind is telling you that you’re not a copywriter, ignore it. Maybe you’re not a writer. But this is your site and no one is better equipped to share your story than you.
3. Get Clear.
To have clarity about your messaging, ask yourself the following questions:
Why are you in business? Beyond the “provide for my family” answer, you need to understand your “why.” This is where you’ll uncover your passion for what you do and what you’ll want to communicate to your visitors.
What is the main objective of the website? Leads? Showcase work? Subscriptions? Decide.
What is the single most important message you want the website to convey? Your website should have one clear main message. If your site isn’t clear about what you offer, prospects won’t be either.
Why would a visitor to your website believe this single most important message? Testimonials from current or past clients help visitors believe.
Who is your target audience and what do you know about them? Whether called an “avatar” or “persona,” you need to know who you’re talking to. Literally write out a description of this person and craft your copy as if you were writing to this one person.
What makes your company better than the competition? That is, why should customer choose you over any other company offering the same or similar service?
What should the tone of the copy be (professional, conversational, humorous, etc.)?
What action do you want visitors of your site to take? For example, schedule a call? Send an email? Set up an appointment
4. Find Inspiration.
What sites do you like reading and why? Make a list … Short copy. Great product descriptions. Clear messages. Use these examples to guide your own writing.
5. Start Writing.
In StoryBrand, Donald Miller describes a simple framework to follow for your homepage. It should consist of the following sections:
Header
This is the first statement about your company that visitors will see, so it must be clear, concise and define exactly what you offer and how it will improve their lives. Make sure the copy isn’t about you, but about the the benefit your customers will receive.
Instead of: Your local travel agent since 1994
Try: Helping busy families make their travel dreams a reality. (Note how this line also defines the target audience.)
Call to Action
People need to know as soon as they arrive at your site what they need to do to buy your product. Add the specific action you want visitors to take in a prominent button. For example, “Start Now.”
Pain Point
What pain are people experiencing in their lives that your business solves? Describe the problem and how your business is the solution. For example, “Too tired to play with your children? Our weight-loss program will give you back the energy you once had.”
Spell Out Your Plan
What is the simple three-step process that explains to customers how your business works? Spell it out simply and clearly. Going back to the weight-loss example:
1. Schedule an appointment.
2. Receive a free 30-minute consultation.
3. Transform your health and your life.
Show Proof
Include a handful of testimonials from clients who sing your praises. Like word-of-mouth advertising, people trust testimonials. Also, include the logos of clients and businesses you work with. Logos give your business instant validity.
Go Into Detail
Explain in more detail the benefits of your business. As you write this section, go back to your list of websites that you made earlier. You’ll notice that the best copy features what’s in it for the customer. If a company does talk about itself, it describes it in a way that still highlights customer benefits: “As travel agents since 1994, we’ve planned vacations to every continent and more than 120 countries. No matter where you want to go, you can rest assured we know the destination like our own backyard.”
Share Your Prices
Create three packages that show the cost of your products and what each package includes. Make the pricing simple and clear.
Add the Non-Essential Information
You may want to add information about employment opportunities, team member or FAQs. That’s fine. Instead of cluttering up your homepage with this information, add links at the bottom. Visitors who are interesting in this info will seek it out.
6. Include Headlines and Subheads
Most visitors to your site will scan the information as opposed to reading it word for word. Headlines and subheads help get your message across more quickly and easily. As an added benefit, headlines and subheads help the SEO (Search Engine Optimization) of your site so you rank higher in search listings.
7. Edit and Get a Second Opinion
Visitors want your copy to be short, to the point and, most importantly, relevant to them. After writing the initial draft, delete anything that confuses your message or adds unnecessary information. Storybrand describes this as “passing the grunt test.” In other words, make your website copy so easy to understand that even a caveman looking at your site would understand what you do. Also, have a trusted friend or advisor review the copy. This collaboration will help to ensure you haven’t left out any critical information and that your message is clear.
Mark Twain said, “I didn't have time to write a short letter, so I wrote a long one instead.” In other words, anyone can write a rambling website that confuses visitors. Writing one that’s clear, concise and relevant to visitors takes time and patience. But, in the end, it’s worth the effort.
Of course, you may prefer not to write your website. If you need help, let us know. We’re here if you need us.
Photo by Hal Gatewood on Unsplash