7 Tips to Improve Your Web Site Copy

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writingIf you are a designer or developer, you probably use your own web site as a showcase, displaying what you can do for clients. Through your beautiful design, great functionality and creative navigation, your web site can be your best portfolio.

But sometimes when our focus is on the visual, we overlook one of the most important elements of a powerful web site: the copy. If your web site copy is more of an afterthought than a main focus, your site may not be functioning as the marketing tool it can be.

So what do you do if you’re not really into the writing part and struggle with creating copy that draws prospects in and helps to sell your services? Here are some easy-to-implement tips you can use to spruce up your web site copy today.

Know Your Goal

All good marketing copy, web site and otherwise, focuses on moving the reader to a specific action. In many cases, the call to action in your web site copy will be getting prospects to contact you for more information, fill out a form, or something else that will move them from being a prospect to a lead.

As you’re writing your copy, identify what your goal is first and then reiterate it throughout your copy, making it easy for prospects to move to the next level.

Focus on the Staples

There are many different pages and sections you can create for your web site, but don’t forget about the four most important, the staples: Home, About, Services, Contact. Clients look for these pages because they tend to be standard on business web sites; it’s how they compare one professional to another. So make sure your copy on these pages, especially your homepage, is stellar.

Solve a Problem

Your potential clients are visiting your web site because they need you to help them solve a challenge they are unable to solve on their own. Put yourself in your clients’ shoes to try to understand how they think, and then show your expertise by offering an easy-to-understand solution to their problem.

In order to explain how you can solve your clients’ problems effectively, go back to any market and industry research you completed before starting your business to bolster your copy.

Be Conversational

While your web site copy is a marketing tool, it doesn’t have to be salesy. Take a conversational tone, talking directly to each web site visitor from a personal point of view. Ask them questions, address what you believe to be their challenges and make it a one-on-one exchange. This can be especially effective on your homepage and about page, where you can provide some insight into who you are and why you’re a great fit for the client’s needs.

Answer Questions

Prospects who are interested in your services will have specific questions after reading through your site. While you certainly want them to contact you directly, you should try to anticipate some of the most common questions and provide answers, either throughout your copy or in a designated frequently asked questions section. This will help give your site visitors confidence that you understand them and their needs.

Make It Work with Your Design

To avoid a disconnect with your copy and your design, take time to fine-tune each page to make sure it flows and that the copy remains valuable within the shell of your design. Keep your pages short, use graphics to enhance your content (not compete with it) and make your navigation support your copy.

Get Proofing Help

One of the best things you can do when you’re ready to launch your newly improved web site copy is have someone other than yourself read through your content. When you write it yourself, your ability to proof for typos, grammatical errors and other discrepancies is significantly reduced. So having a fresh pair of eyes is essential.

What steps have you taken to make your web site copy work with your site and attract potential clients?

Image credit: ralaenin

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  • Denver SEO

    Love the bit about “Solve a Problem.”

    Adding value not only attracts traffic but serves as an invitation for a return visit. Providing value to the consumer is the key part of the business relationship that also provides the chance to convert a reader into a customer.

    Thanks!
    Denver SEO

  • Noel Wiggins

    I couldn’t agree more with the importance of focussing on writing great copy for your portfolio site.

    I spent a few months developing some really cool visuals for my portfolio categories, with all of this old vintage 3d retro style signs, that I was really impressed with and couldn’t wait to add to my website.

    My issue was that I didn’t know how to integrate the actual sample pieces, and or there was no there there when it came to the content. And just when I began to focus on those two challenges, I realized that some how and I swear it was the work of a on site freelancer, all the files where gone!

    It was like the fish that got away story, this stuff was really cool.

    I forged forward with my goal of writing the “there there” and how to present the work, and boy has that been a challenge all on its own, it has gone through 3 major design changes, and about a years worth of agonizing, and its still not done, I can talk this stuff all day but when you ask me to write about it I am at a loss for words.

    I am hoping these tips can help me wrap this up, then I can’t wait to then add those great 3d signs as visuals.

    But this was a great life lesson on making sure the “there there” is there first

    Thanks and Regards

    Noel for Nopun.com
    a graphic design studio

  • http://www.crearedesign.co.uk/ Nicola Connolly

    Some useful reminder tips here, thanks Alyssa. Making sure that you engage with your customer is sure to make them feel more comfortable and consequently higher the probability of them getting in touch. Relevant content (copy & images), including anticipating any concerns the visitor may have, as you say, will build confidence that you are able to provide the services they need in a professional and efficient manner. And yes, I totally agree that it’s always good to get a pair of fresh eyes to look over your copy to spot any typos that may have crept in…