If 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
Alyssa GregoryAlyssa Gregory is a digital and content marketer, small business consultant, and the founder of the Small Business Bonfire — a social, educational and collaborative community for entrepreneurs.
