Compelling copy written by a website copywriter will help your business grow. You wouldn’t, after all, be on this site is you didn’t think that.
Conveying your promise to your clients is what professional website copywriting does.
Your website is an opportunity to engage with your customers. There are many other ways too: adverts, email shots, posters, your instore business, your service level, and your after sales.
Website copy doesn’t replace these channels. It augments them. It’s a chance to stake out your real estate online, and clearly communicate your benefit to potential customers and clients. And to keep it engaging, you need to ensure it entertains and educates the reader, without overloading them with information.
So what we’re going to go over here is a step-by-step process to creating professional and approachable website copy, both in structure and in content.
An example of a homepage written by The Hungry Copywriter
- Build the outline of your site.
The first thing you want to do is to identify the structure of your message. The bones if you will. Splitting it up into a wireframe is a great way to start. A standard site will be divided into tabs for Home, About, Products or Services, Clients, Contact. You may have other subjects you wish to highlight, like Pricing or Sustainability.
Identify these first, so you know the structure is in place.
- Write the platform copy.
Don’t worry about the fineries of the English language. You brand tonality will come later. Simply list the points you with to convey in each sections.
Bullet points will suffice. Try to keep your argument as succinct as possible. People don’t read reams of info online, so stick to the headline thoughts only and a quick topline intro. If you really want to convey more, a simple “Read more…” will suffice. That way the reader has the option to dig deeper should they so wish.
- Identify keywords.
Use a keyword planner to make sure your copywriting will follow Google’s search algorithm. You want your site to be visible to search engines, and keywords are how they identify that you and your company are the people for the job.
Never force keywords into your copy, and certainly don’t stuff them in. Your site will get penalised for this. Use your keyword right up front, in the headline, and two or three times throughout the text.
In the case of this article, my keyword is ‘website copywriter,’ as I am trying to let Google know that this is what I am, and therefore can assist clients with their web copy.
- Copywrite to best practice.
Always lead with your unique benefit.
How does your company make your clients’ lives easier? Potential clients are asking, “What’s in it for me?” And “What makes this business different to all the rest?’
This should be the first message on your home page. Maybe it’s ‘Make payroll easier’ or ‘Look great in our suits.’
Then back it up with the features that make this benefit possible. Clients, on a secondary level, also want to know how you’re going to make them look better in that suit.
- Focus equal attention on interior pages.
Your homepage is, or should be, the star of the show. But what if users land on one of your interior pages – and don’t have the chance to see that single-minded point of difference of your business? So make sure it is weaved into the headings and intros of all your pages.
- Keep it short and simple, stupid.
The famous quote goes, “Had I had longer, I would have written less.’ That’s equally true for French philosophers as it to a website copywriter.
People don’t have the inclination to wade through War and Peace. They can always phone you, mail you, or click ‘Read more…’ for further info.
So cut the copy, then cut again!
- Break up text.
People scan websites, picking up headlines, subheads, closing Calls to Actions, captions, quotes and more. Make sure your entire sales pitch is briefly encapsulated in these.
That’s not to say your body copy mustn’t be expertly crafted but for the time-strapped reader, get to the point, and fast.
- Get personal.
People respond better to the personal touch. Be sure to talk to them in the second person. Does YOUR business need help? Is YOUR life in order? Obviously, not in caps, but make the connection.
- Make sure there’s a clear call to action.
Don’t beat around the bush. Want your reader to fill in a form? Say it plainly. Want them to visit you instore? Say it. You want the reader to know exactly what’s required of them to take up the promise of your better business.
Finally, realise that copy doesn’t exist in a vacuum. Design is crucial too.
The design of your website must be built around the tone and style of your copy. Is your copy straightforward and direct? Make sure your website looks straightforward and direct. Luxurious and bespoke tone of voice? Complement that with design that matches.
As an aside, you can also take a look at these free tools that can help you along the web copy process, but, in reality, they won’t create a bespoke and focused copy deck like a professional copywriter would.
Get in touch with a website copywriter and I’ll show off your offering in its best light – and gain you more business.